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Special Projects as an Actual Tool of Internet Promotion of Fashion Brand

Student: Daria Morozova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

Currently, due to the rapid development of the Internet and related technologies, as well as an increase in the number of advertising messages on the Internet, companies, including the fashion market, are faced with the task of finding an appropriate promotion tool that will allow them to stand out among competitors, will interest users and will be remembered by them. Nowadays brands are beginning to use more and more creative and non-standard formats, including special projects on the Internet. The purpose of this paper is to analyze the phenomenon of special projects and their practical application for the Internet promotion of the fashion brands. The scientific novelty of the work is due to the lack of scientific articles that comprehensively consider the theoretical and practical aspects of using special projects for Internet brand promotion. The first chapter contains the definition of Internet marketing, highlight its distinctive features, and also considers the main tools of Internet promotion. The second chapter includes analysis of the situation on the world and Russian fashion market, as well as an overview of the main trends affecting it. This chapter also presents the results of expert interviews and examples of the implementation of special projects by fashion brands on Russian media platforms in order to consider the application of special projects in practice. The third chapter provides an overview of the activities of the fashion brand Uniqlo, as well as the experience of brand usage of special projects for Internet promotion.

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