title: Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÑÐµÑÑ ÑÐµÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð° Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ ÑÐ°Ð½ÐºÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÐºÑÐ¸Ð·Ð¸ÑÐ° Ð² Ð 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: Problem of promoting fashion retail companies in the sanctions crisis in Russia
Creators: name: Ð¡ÑÑÐ´ÐµÐ½Ð¸ÐºÐ¸Ð½Ð°, ÐÐ°ÑÐ³Ð°ÑÐ¸ÑÐ°
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: Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
ÑÐµÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»
Ð¿Ð¾ÑÑÑÐµÑ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÂ¸ ÐºÑÐ¸Ð·Ð¸ÑÐ½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
portrait of a target consumer
promotion
strategy
promotion startegy
fashion retail
crisis promotion strategy

description: 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¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÑÐµÑÑ ÑÐµÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð° Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ ÑÐ°Ð½ÐºÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÐºÑÐ¸Ð·Ð¸ÑÐ° Ð² Ð Ð¤. ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾Ð´ÑÐ²ÐµÑÐ¶Ð´Ð°ÐµÑÑÑ ÑÐµÐ¼, ÑÑÐ¾ Ð¿Ð¾Ð¼Ð¸Ð¼Ð¾ Ð²ÑÑÐ¾ÐºÐ¾Ð¹ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐµÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð°, ÑÑÑÐµÑÑÐ²ÑÑÑ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð½ÑÐµ ÑÐ°Ð½ÐºÑÐ¸Ð¾Ð½Ð½ÑÐµ Ð¾Ð³ÑÐ°Ð½Ð¸ÑÐµÐ½Ð¸Ñ Ð¸ Ð·Ð°Ð¿ÑÐµÑ Ð½Ð° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ°Ð½ÐµÐµ Ð´Ð¾ÑÑÑÐ¿Ð½ÑÑ ÐºÐ°Ð½Ð°Ð»Ð¾Ð² Ð¿ÑÐ¾-Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ.Â  Ð ÑÐµÐºÑÑÐµ Ð¾Ð¿Ð¸ÑÑÐ²Ð°ÐµÑÑÑ ÑÐµÑÐµÐ½Ð¸Ðµ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ñ Ð·Ð°Ð´Ð°Ñ: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÑÑÐ½Ð¾ÑÑÐ¸ Ð¸ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÑÑÐ½ÐºÐ° ÑÐµÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð°, ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð½ÑÑÐ¸Ñ ÐºÑÐ¸Ð·Ð¸ÑÐ½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÑÐ¿ÐµÑÐ½ÑÑ Ð¿ÑÐ¸Ð¼ÐµÑÐ¾Ð² ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ ÐºÑÐ¸Ð·Ð¸ÑÐ°, ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¸Ðµ Ð¾Ð±ÑÐµÐ¹ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ Ð¸ PR-Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ KPI. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ ÐºÑÐ¸Ð·Ð¸ÑÐ°. ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÑÐµÑÑ ÑÐµÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð°. ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÐµÑÐ½-ÑÐ¸ÑÐµÐ¹Ð»Ð° Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ ÑÐ°Ð½ÐºÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÐºÑÐ¸Ð·Ð¸ÑÐ°. Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÑÐ¾Ð´Ñ Ð¸Ð· ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸.
description: In this graduation qualification work, we study the problem of promoting fashion retail companies in the sanctions crisis in Russia. The urgency of the research is confirmed by the fact that apart from the high competition on the fashion retail market there are certain sanction limitations and the prohibition of using the earlier available promotion channels.Â  The text describes the solution of the following tasks: examination of the essence and concept of promotion and promotion strategy, study of the specifics of the fashion retail market, examination of the concept of crisis promotion strategy and analysis of successful examples of promotion strategies in crisis conditions, consideration of the general characteristics of the company, analysis of advertising and PR activity of the company, development of promotion strategy and determination of KPI. The paper analyzes the foreign experience of promotion strategy during the crisis. The object of the research is promotion of fashion retail company. The subject of the research is the strategy of promotion of fashion retail company in the conditions of the sanctions crisis. In practical part of the research the competitive analysis was made, SWOT-analysis of company communications was made. Based on the recommendations the promotion strategy of the company was developed.