Features of Branding Strategies on the Fashion Retail Market

At current time fashion retail market is mainly consists of large players, the distinctive feature of which is the identity of the brand, therefore it is literate branding that is the main instrument of holding positions in clothing segment. The correctly chosen branding strategy will determine the future fate of the product brought to the market. However, even within the exact international company strategies in divers countries and markets may differ, thus UNIQLO brand strategy used to introduce the Russian market as a whole is not suitable for entrance to the small regions where consumers are less aware about the brand. The purpose of the proposed research is to develop recommendations to improve the branding strategy of UNIQLO in Russian regions. To achieve this goal research included the analysis of the current situation on Russian fashion market, also the survey and in-depth interviews was conducted to determine the weaknesses of the branding strategy, to identify customer’s perception and expectation of UNIQLO brand. The results showed that it is more difficult for residents of the regions to understand the emotional benefits inherent in the brand and broadcast by the branding strategies because audience is still unfamiliar about the presence of the Japanese brand on the market due to poorly built communication strategy. In conclusion, recommendations for developing brand positioning in the regional retail market and raising awareness of the target audience using the right communication channels had been developed.