Генералова Виктория Вячеславовна
Marketing Strategy Elaboration in the Context of Luxury Fashion Brand on Russian Market
The main goal of the purposed study is elaboration of useful marketing strategy for Russian fashion brands within the luxury segment considering the peculiarities of Russian fashion market that will lead the company to efficiency level growth. The research demonstrates the theoretical aspects analysis of marketing strategies. Basic approaches to its determination, development tools and methodologies. Also there is a description of features of the brand in the luxury segment. Major aspects of strategy elaboration process include strategic analysis of successful examples of fashion brands operating on the Russian market and the analysis of Russian fashion market as a whole, which revealed business environment peculiarities. According to executed consumptions the study suggests emerging directions of strategic marketing for Russian Luxury fashion brands , which give an opportunity to improve financial performance, strengthen the position of the brand on the market and taking into account the characteristics of the fashion industry, form the basis for the proper development of the company and value creation in the minds of consumers.