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Educational Programme
Final Grade
Year of Graduation
Ekaterina Barysheva
Content Marketing Strategies in the Modern Fashion Industry
Integrated Communications
(Master’s programme)
Speaking of potential applications of content-marketing, one can hardly imagine a more fitting industry than fashion. And kids fashion in particular is a fruitful domain, since kids constitute one of the major consumer markets worldwide.

The problem, addressed in this paper, concerned the fact that there is a very vague connection between practical applications of content marketing (in the kids fashion industry in particular) and theoretical research on content-marketing and kids as legitimate participants of the buying process (so called “complex consumer theory”).

The goal of this paper was to outline factors, defining the efficacy of content-marketing when applied to complex consumer in kids fashion, and, secondly, to offer a set of guidelines for developing a content-marketing strategy for the kids fashion industry.

Analysis of research papers, monographs, scientific articles and issue-related periodicals constituted this paper’s methodological framework. Research methods, applied in this paper, included: an online survey, correlation analysis, cluster analysis, one-way ANOVA test, and A/B-testing of content via VKontakte social network.

As a result of the research conducted in this paper, we got insights on: consumer behaviour of parents and their children (both parts of the complex consumer); principles of efficient content, resonating with complex consumers; factors (both for parents and children), having a significant effect on the buying process. We also identified 3 statistically significant clusters of complex consumers with distinct features.

The results of the research allowed us to offer a set of guidelines for developing a field-ready content-marketing strategy focused on complex consumers.

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