Perm, Russian Federation
Russian Federation
The article is devoted to the study of successful management of startup promotion in the Russian fashion market. The methodology of the work includes a desk study of the Russian fash-ion market, as well as a description of successful experience in managing the promotion of specif-ic fashion brands in the practical part. In the theoretical part, the actual features of the Russian fashion market that influence the promotion of startups are revealed. The peculiarities of consum-er behavior in the fashion market have been revealed. An up-to-date list of promotion methods that have proven successful in the Russian fashion market has been compiled: website and its promotion, use of applications, social networks, content marketing, collaborations, event market-ing, email marketing, influencer marketing, virtual showrooms (VR/AR). In the practical part, based on the analysis of real cases, the key features of managing the promotion of startups in the fashion business are highlighted: the uniqueness of the brand, the active use of social networks, digital technologies and the adaptation of promotion to the local context. The article summarizes the accumulated experience of successful management of startup promotion in the Russian fash-ion market, the results of the research can be used to develop a strategy and promotion program for launching new fashion brands.
promotion management, startup, russian fashion market
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