Marketing communications of Russian youth street apparel brands

This study explores the phenomenon of the streetwear, it’s roots, genesis, and features of its consumers. The historical analysis provides important information about streetwear genesis and features. According to the theoretical analysis and the discovery of successful cases, the specifics of marketing instruments have been described and the specifics of youth’s consumption have been formulated. The online survey with more than 1000 respondents in the Russian streetwear community was conducted. As a point, interviews with streetwear founders and cases were discovered. At this case, the main aim of the work is to develop recommendations, dedicated to the Russian streetwear brands promotion. The author has formulated the following tasks: (1) Define the phenomenon of the streetwear; (2) Analyze psychosocial specifics of youth; (3) Discover tribal marketing; (4) Analyze successful streetwear cases; (5) Define the specifics of Russian streetwear market; (6) Develop recommendations for streetwear promotions in Russia.