title: ÐÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¼ Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð±ÑÐµÐ½Ð´Ð° Varvara)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Communication with the consumer in the digital environment (using the example of the Varvara brand)
Creators: name: ÐÐµÑÑÐµÑÐ¾Ð²Ð°, ÐÐ°ÑÐ¸Ð»Ð¸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: 2023
Subjects: ÑÐµÐºÐ»Ð°Ð¼Ð°
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
ÑÐ¸ÑÑÐ¾Ð²Ð°Ñ ÑÑÐµÐ´Ð°
ÑÑÐµÐ´ÑÑÐ²Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð°
Ð±ÐµÐ½ÑÐ¼Ð°ÑÐºÐ¸Ð½Ð³
Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
advertising
communication
digital environment
communication tools
brand promotion
benchmarking
promotion tools

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð¾Ð´ÐµÐ¶Ð´Ñ Ð¸ Ð°ÐºÑÐµÑÑÑÐ°ÑÐ¾Ð² Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ. 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: ÐÐ°ÑÑ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÐºÐ»ÑÑÐµÐ²ÑÐ¼ Ð¿Ð¾Ð½ÑÑÐ¸ÑÐ¼ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ Ð¸ Ð²ÑÐ´ÐµÐ»Ð¸ÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ½ÑÐµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸, Ð¸Ð·ÑÑÐ¸ÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð°ÑÐ¿ÐµÐºÑÑ Ð¾ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ, Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐµÐ»ÐµÐ²ÑÑ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»Ñ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ñ, Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÑ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð² Fashion-ÑÑÐµÑÐµ, ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½ÑÐ¹ Ð¾Ð¿ÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ, Ð¿ÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÐºÐ»ÑÑÐµÐ²ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð² fashion-Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¼Ñ Ð¸ Ð¿Ð¸Ð°Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Varvara Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²ÑÑÐ²Ð»ÐµÐ½Ð° Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ Ð´Ð»Ñ ÑÑÐ¿ÐµÑÐ½Ð¾Ð³Ð¾ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð° ÑÑÐ½ÐºÐµ, Ð²ÑÑÐ²Ð»ÐµÐ½Ñ ÐºÐ»ÑÑÐµÐ²ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð´ÐµÐ¼Ð¾Ð½ÑÑÑÐ¸ÑÑÑÑÐ¸Ðµ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð´Ð°Ð½Ð½ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð² fashion-Ð±ÑÐµÐ½Ð´Ð°Ñ. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð°Ð²ÑÐ¾ÑÐ¾Ð¼ Ð±ÑÐ» ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿ÑÐ¾ÐµÐºÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Varvara Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ.
description: This work is devoted to the study of the characteristics of tools for promoting clothing and accessories brands on the Russian market. The tasks that were solved during the research: To define the key concepts of promotion in the digital environment and highlight the characteristic features, to study the theoretical aspects of communication in the digital environment, to analyze the target audience of the consumer of the digital environment, to explore possible communication tools in the Fashion sphere, to consider the international experience of brand promotion in the digital environment, to analyze the communication tools of the key fashion industry brands, develop recommendations for advertising and PR promotion of the Varvara brand in the digital environment. As a result of the study, the importance of brand promotion in the digital environment for successful functioning in the market was revealed, key tools for promotion were identified, studies were conducted demonstrating the use of these tools in fashion brands. Based on the results of the study, the author has developed a project to promote the Varvara brand in the digital environment.