title: Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾ÑÑÐ½ Ð² ÑÑÐµÑÐµ ÑÑÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð°
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: Cross-promotion strategies in the field of fashion retail
Creators: name: ÐÐ¾Ð»ÑÐºÐ¾Ð²Ð°, ÐÐ°ÑÑ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: ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÐºÐ¾Ð»Ð»Ð°Ð±Ð¾ÑÐ°ÑÐ¸Ð¸
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð±ÑÐµÐ½Ð´Ñ
cross-promo
strategy
collaborations
promotion
advertising
brands

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾ÑÑÐ½ Ð² ÑÐ°Ð±Ð¾ÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹. Ð ÐµÑÐ°ÐµÐ¼ÑÐµ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð·Ð°Ð´Ð°ÑÐ¸: Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ, ÑÐµÐ»Ð¸ Ð¸ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾ÑÑÐ½, ÐÑÐ´ÐµÐ»Ð¸ÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð¸ Ð²Ð¸Ð´Ñ ÐºÐ¾Ð»Ð»Ð°Ð±Ð¾ÑÐ°ÑÐ¸Ð¹ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸ÑÑ, ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾ÑÑÐ½ Ð² ÑÑÐµÑÐµ ÑÑÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð°, ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾ÑÑÐ½ Ð² ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð° H&amp;M, ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾ÑÑÐ½ Ð² ÑÐ°Ð±Ð¾ÑÐµ Ð±ÑÐµÐ½Ð´Ð° adidas, ÐÐ°ÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Â«Ð¢ÐÐÐÂ» Ð¸ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ, ÐÑÐ¾Ð²ÐµÑÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÑ Ð¿ÑÐ¾ÐµÐºÑÐ° ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾ÑÑÐ½ Ð´Ð»Ñ Ð±ÑÐµÐ½Ð´Ð° Â«Ð¢ÐÐÐÂ». ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÑÑÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¸ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾ÑÑÐ½ Ð² ÑÐ°Ð±Ð¾ÑÐµ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð² ÑÑÑÐ½-Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÐºÑÐ¾ÑÑ-Ð¿ÑÐ¾Ð¼Ð¾ÑÑÐ½ Ð² ÑÑÐµÑÐµ ÑÑÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð° Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¸Ð·Ð²ÐµÑÑÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð². Ð¡Ð´ÐµÐ»Ð°Ð½ Ð²ÑÐ²Ð¾Ð´ Ð¾Ð± ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The purpose of the study is to analyze the use of the cross-promotion strategy in the work of companies. Tasks to be solved in the course of the study: Consider the concept, goals and main directions of the cross-promotion strategy, Highlight the concept and types of brand collaborations in communication campaigns, Analyze the features of the implementation of the cross-promotion strategy in the field of fashion retail, Conduct an analysis of the cross-promotion strategy in the advertising activities of the H&amp;M brand, Conduct an analysis of the use of the cross-promotion strategy in the work of the adidas brand, Describe the Russian brand Â«TVOEÂ» and the main development strategies, Carry out the development of a project for the development of a cross-promotion strategy for the Â«TVOEÂ» brand. The subject of the study is the features and specifics of using the cross-promotion strategy in the work of modern fashion brands. As a result of this work, the main directions of cross-promotion in the field of fashion retail have been identified on the example of well-known brands. A conclusion is made about the effectiveness of the use of the tool and directions for improvement are proposed.