title: ÐÐ¾Ð½ÑÐµÐ½Ñ-ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÑÑÐ½-ÑÐµÐ³Ð¼ÐµÐ½ÑÐ° Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ
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: Content strategy for the promotion of the fashion segment in social networks
Creators: name: ÐÐ»ÑÐ¸Ð½Ð°, ÐÑÐµÐ½Ð¸Ñ
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: 2023
Subjects: ÑÑÑÐ½-ÑÐµÐ³Ð¼ÐµÐ½Ñ
ÐºÐ¾Ð½ÑÐµÐ½Ñ-ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ
ÑÐ¸ÑÑÐ¾Ð²Ð¸Ð·Ð°ÑÐ¸Ñ
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
fashion segment
content strategy
communication campaign
digitalization
social networks
promotion

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÐºÐ¾Ð½ÑÐµÐ½Ñ-ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð² ÑÐ°Ð¼ÐºÐ°Ñ ÑÑÑÐ½-ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1.ÐÐ·ÑÑÐµÐ½Ð¸Ðµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð¸ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¹ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¼Ð¾Ð´Ð½ÑÑ ÑÐ¾Ð²Ð°ÑÐ¾Ð², ÑÑÐ»ÑÐ³, Ð¸Ð´ÐµÐ¹ Ð¸ ÑÑÐ°Ð½Ð´Ð°ÑÑÐ¾Ð² Ð¿Ð¾ÑÑÐµÐ±Ð»ÐµÐ½Ð¸Ñ. 2.ÐÐ·ÑÑÐµÐ½Ð¸Ðµ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ ÑÑÑÐ½-ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°. 3.Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ ÑÐ¾ÑÑÑÐ¼Ð°. 4.Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð´Ð»Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð½ÑÐµÐ½Ñ-ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ ÑÐ¾ÑÑÑÐ¼Ð°. Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° Ð¿ÐµÑÐµÐ½Ð°ÑÑÑÐµÐ½Ð¸Ñ ÑÑÐ½ÐºÐ° Ð¾Ð´ÐµÐ¶Ð´Ñ, Ð³Ð´Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ñ ÑÐ°ÑÑÐµÑ Ñ ÐºÐ°Ð¶Ð´ÑÐ¼ Ð´Ð½ÐµÐ¼, Ð´Ð°Ð¶Ðµ Ð½ÐµÑÐ¼Ð¾ÑÑÑ Ð½Ð° ÑÐ¸ÑÑÐ°ÑÐ¸Ñ Ð² Ð¼Ð¸ÑÐµ. ÐÐ¼ÐµÐ½Ð½Ð¾ Ð¿Ð¾ÑÑÐ¾Ð¼Ñ Ð²Ð°Ð¶Ð½Ð¾ ÑÑÐ°ÑÐµÐ»ÑÐ½Ð¾ ÑÐ°Ð·ÑÐ°Ð±Ð°ÑÑÐ²Ð°ÑÑ Ð¿Ð»Ð°Ð½ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ñ ÐºÐ¾Ð½ÐµÑÐ½ÑÐ¼ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¼. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÑÑÑÑ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ° ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¼Ð¾Ð´Ñ. Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð° Ð²ÑÐ±ÑÐ°Ð½Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ñ ÑÑÑÐ½-ÑÐµÐ³Ð¼ÐµÐ½ÑÐ° Ð½Ð° ÑÑÐ½ÐºÐµ Ð¼Ð¾Ð´Ñ. ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÐºÐ¾Ð½ÑÐµÐ½Ñ-ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¾ÑÑÑÐ¼Ð° Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ. Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·Ñ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¾ÑÑÑÐ¼Ð° Â«TopLookÂ» Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ. Ð§Ð°ÑÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ ÑÐ¶Ðµ ÑÐµÐ°Ð»Ð¸Ð·Ð¾Ð²Ð°Ð½Ð°, Ð´ÑÑÐ³Ð°Ñ ÑÐ°ÑÑÑ Ð±ÑÐ´ÐµÑ Ð²Ð½ÐµÐ´ÑÑÑÑÑÑ.
description: This work is devoted to the study of promotion in social networks with the help of content strategy within the framework of the fashion segment. The tasks that were solved in the course of the study are: 1. Study of communications and promotion technologies in the market of fashion goods, services, ideas and standards of consumption. 2. Study of the target audience of the fashion segment. 3. Development of communication campaign and content strategy for the showroom. 4. Development of recommendations to improve the content strategy for the showroom. This final qualification work deals with the problem of oversaturation of the clothing market, where the competition is growing every day, even in spite of the situation in the world. That is why it is important to carefully develop a communication plan with the end consumer. The paper investigates the specifics of content promotion in the fashion market. The object of the study was the organization of the fashion segment in the fashion market. The subject of the research is the content strategy of showroom promotion in social networks. In the practical part competitive and communication analyses were carried out. As a result, recommendations for promotion of TopLook showroom in social networks were developed. Part of the recommendations have already been implemented, and another part will be implemented.