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Promotional Strategies for Russian Clothing Designer Brands to Enter European and Asian Markets

Student: Ilia Mokerov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2018

Nowadays in Russian fashion industry there are many clothing brands which managed to become popular within Russian borders. However, it is often difficult for them to get beyond the borders. The main purpose of the thesis paper is to develop recommendations for Russian clothing brands regarding promotional strategies to enter European and Asian markets. First chapter is dedicated to theoretical aspects of clothing brand promotion. The author analyzes forces promoting a clothing brand, key factors influencing brand promotion in different environments, including crisis, modern tendencies in brand promotion and its role in promotional strategies of the companies. In the analytical part the author looks into international markets potential for each of five Russian clothing brands chosen by the author as the most promising. Furthermore, he analyzes five existing practices of internationalization of Russian clothing brands, paying special attention to the promotional tools they used and their effect. As a result, there have been formulated conclusions which describe ways and tools for internationalization of the five Russian clothing brands chosen before.

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