The Use of Capsule Collections' Technologies for Attitude Formation Towards a Brand

This work is aimed at studying the use of capsule collections’ technologies as a tool that forms an attitude towards the brand. The first chapter of the work is devoted to the theoretical aspects of capsule collections of brands. It addresses the issues related to the creation of brand collaborations, the development of marketing alliances and the use of the co-branding strategy, as well as various approaches to the formation of a relationship towards a brand and the brand's equity concepts. The second chapter describes the specifics and features of capsule collections in the fashion market, examines the existing successful cases of capsule collections of the brands in Russia and around the world. Here, types of capsule collections are identified, and the advantages and disadvantages of capsule collections’ creating process are highlighted. The third chapter presents an empirical study of the level of satisfaction with capsule collections in comparison with ordinary collections of brands, as well as a study of the impact of capsule collections on the formation of an attitude towards the brand. The paper presents the results of a study of the use of capsule collections’ technologies for attitude formation towards a brand. Based on the data obtained, a statistical analysis of the use of capsule collections’ technologies for attitude formation was carried out in the statistical program SPSS. As a result, the list of recommendations for the marketing strategy of working with capsule collections was presented, which can be used by different brands that release collaborations with designers, and as a basis for the further research in this field.