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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Alyona Andreeva
Strategies of the Russian Fashion Magazines in the Period of Crisis (Conde Nast Russia)
Sociology
(Bachelor’s programme)
2016
In this paper we consider the problem of adaptation of modern Russian magazines to the changing conditions of the competitive environment, caused by the impact of the economic crisis.

Our goal is to identify and organize the strategies of glossy magazines, which are formed on the magazine’s level as an organization. It is important to determine what tasks the organization needs to put in front of it, how to be prepared for difficulties during the economic crisis and how to adapt to new business conditions.

The source of empirical data is the interviews that were conducted with employees of the editorial and commercial departments of magazines Vogue, GQ, Tatler, Conde Nast Traveler and AD.

During the study, the following results were obtained. Since the study was conducted in the Conde Nast publishing house, which accumulates brands with a worldwide reputation, these glossy magazines are not the most critically affected by the economic crisis. Of course, in this case, there is a drop in advertising sales and a reduction in income. Consequently, it may reduce the amount of produced content. In addition, it is important to note that the attitude of consumers to the content of magazines has changed under the influence of the crisis. We have also noted changes in the culture of consumption. Therefore, it is important for the magazines to feel the changes in the needs and preferences of readers, and produce content that will meet their requirements.

In addition, it is important to note that in addition to the economic crisis, the activities of glossy magazines strongly influenced by a number of processes, such as a ban on the advertising of alcohol and tobacco products. Consequently, glossy magazines have lost an impressive pool of advertisers, who brought a steady and significant income.

In general, it should be noted that the strength and credibility of the brand allow glossy magazines to adapt to the changes that brings the economic crisis, with small losses.

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