title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ° Ñ ÑÐµÐ»ÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð½Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ Ð¾Ð´ÐµÐ¶Ð´Ð¾Ð¹
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Market research for the purpose of developing a new concept of clothing trade
Creators: name: ÐÐ²Ð°Ð½ÐµÑ, Ð¢Ð°ÑÑÑÐ½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
ÑÑÐ½Ð¾Ðº Ð¾Ð´ÐµÐ¶Ð´Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¾ÑÐ¾Ð·Ð½Ð°Ð½Ð½Ð¾Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð»ÐµÐ½Ð¸Ðµ
ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
Ð¼Ð¾Ð´Ð°
Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
marketing research
marketing analysis
clothes market
competitors
branding
conscious consumption
the target audience
fashion
promotion program

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ° Ñ ÑÐµÐ»ÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð½Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ Ð¾Ð´ÐµÐ¶Ð´Ð¾Ð¹Â». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ñ, Ð°Ð½Ð°Ð»Ð¸Ð·Ñ ÑÑÐ½ÐºÐ° Ð¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ð´Ð»Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ð³Ð¾, ÑÑÐ¿ÐµÑÐ½Ð¾Ð³Ð¾ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ Ð¾Ð´ÐµÐ¶Ð´Ð¾Ð¹ Ð½Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð ÑÐ¾Ð´Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: 1. Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¸Ðµ Ð¾Ð±ÑÐµÐ¹ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ¸ Ð¸Ð´ÐµÐ¸ Ð±Ð¸Ð·Ð½ÐµÑÐ°. 2. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² Ð¼Ð¸ÐºÑÐ¾- Ð¸ Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 3. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 4. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 5. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 6. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð¸ÑÑÐ¸Ð¸, ÑÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 7. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ Ð¸ Ð°ÑÑÐ¾ÑÑÐ¸Ð¼ÐµÐ½ÑÐ° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 8. Ð¡Ð¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 9. ÐÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð°ÑÑ Ñ ÑÐµÐ»ÑÑ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° ÑÑÐ½Ð¾Ðº ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ Ð¾Ð´ÐµÐ¶Ð´Ð¾Ð¹. Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð°ÐºÑÑÐ°Ð»ÑÐ½ÑÐµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¸Ðµ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¸ Ð¸ Ð´Ð°Ð½Ð° Ð¾Ð±ÑÐ°Ñ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð¢Ð°ÐºÐ¶Ðµ, Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÑÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½Ð¾ÑÐ½Ð¾Ð³Ð¾ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Pest-Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð. ÐÐ¾ÑÑÐµÑÐ° Ð¸ Swot-Ð°Ð½Ð°Ð»Ð¸Ð·Ð°. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÐµÑÐµÐ½Ð¸Ñ Ð¿Ð¾ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° ÑÑÐ½Ð¾Ðº. ÐÐ½Ð¸ Ð²ÐºÐ»ÑÑÐ°ÑÑ Ð² ÑÐµÐ±Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³, Ð°ÑÑÐ¾ÑÑÐ¸Ð¼ÐµÐ½Ñ Ð¸ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ.
description: The subject of the graduate qualification work is "Market research for the purpose of developing new concept of clothing trade". The given work is devoted to the research of the marketing environment, market analysis and consumer research for the effective, successful introduction of a new company to the clothing retail market. In the course of the work, the following tasks were solved: 1. Consideration of the general characteristics of the business idea. 2. Analysis of the company's micro - and macro-environment factors. 3. Research of the company's competitors. 4. Research of the company's target audience. 5. Carrying segmentation of the company's target audience. 6. Development of the company's mission, values and positioning. 7. Development of the company's corporate identity and product range. 8. Creation of the company's promotion program. 9. Evaluation of the effectiveness of the company's promotion program. The work was carried out with the aim of introducing the new company to the clothing retail market. In the course of the work, current consumer trends were considered and a general description of the company's concept was given. The company's market position was also analyzed using Pest analysis, M. Porter's marketing microenvironment analysis, and Swot analysis. As a result of the work, marketing solutions were developed to bring the company to the market. These solutions include company positioning, branding, product range, and promotion program.