Development of the Сommunication Strategy of 12 Stories LLC in the Context of Positioning the 12 STOREEZ Brand in the Premium Segment of the Russian Fashion Retail Market

Student: Trifonov Daniil

Educational Programme: Strategic Communications Management (Master)

Year of Graduation: 2025

The final qualifying work is dedicated to the development of a comprehensive communication strategy for the brand "12 STOREEZ" in the context of high competition and the transformation of the Russian fashion retail market. The study examines the main challenges faced by the brand, analyzes the target audience, and provides an assessment of the media and information environment surrounding "12 STOREEZ". Based on the collected data, key communication vectors (image and product) are proposed, tailored to current market demands and the company’s business objectives. The practical significance of the work lies in the developed media plan, which includes native communication formats, special projects, and integrations with influencers, as well as in the creation of a creative framework that supports the achievement of the stated business goal within the project.

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