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The Development of an Omnichannel Marketing in the Fashion Retail Market

Student: Mariam Tambieva

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

Today, consumers can access the Internet everywhere through a growing number of digital devices. They expect that they can consistently, interchangeably and simultaneously use the ever increasing number of offline and online channels, mobile channels and touch points when shopping. Regardless of which channels and touch points are used, customers expect constant and unmatched service to try the brand's holistic branding experience. The task of retailers is to satisfy the needs of the consumer and to represent the brand as a single identity through all available channels, however this carries significant costs for the company. In the given paper the market of fashion retail was researched, the quantitative analysis in the form of a survey of consumers was conducted, in order to identify preferences in choosing and making purchases and determining the most important directions for each age segment of consumers, and a qualitative analysis was conducted in which the expert opinion of market participants was studied.

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