The Promotion of Fashion Premium Brands in Russian Market: Marketing Perspective

This research addresses the importance of the usage of the marketing strategies in order to promote fashion premium brands. Most of luxury and mass-market brands are very famous in Russia. But the category standing in between these brands is hardly known by an average Russian consumer. In my paper I explore the ability of premium brands to use fashion luxury marketing strategies for their promotion in Russian market. I conduct several questionnaires with experts in order to find out their evaluation of the possible strategies and test the actual practices used by luxury brands econometrically. Matching the results of the polls and of the econometrical analysis I conclude that premium brands can rely on the key marketing strategies used by luxury brands. However, there are specific directions, where premium brands require different approach.