Development of an Integrated Internet Promotion Strategy for Online Fashion Retailers

In recent years, the Internet has been the driving force for changing the concept of doing business. So, there wasя a new direction in marketing – Internet-marketing. According to the purposes and specificity of the activity, organizations tend to use the appropriate tools of communication, but the integration of tools into a single strategy gives a greater result. The choice of this area of research is justified by the fact that the Internet provides an extensive platform for the strategic development of companies. So, the Internet-retail demonstrates steady growth, while one of the most popular segments is the online fashion-retail. The purpose of the work is to study Internet marketing tools for using them in the integrated strategy of Internet promotion of the company. In connection with the goal, the following tasks were set: to study theoretical approaches to the construction of an integrated strategy; to study the development trends of Internet marketing; Identify and analyze the factors that affect consumers when making an online purchase; to offer recommendations on increasing the effectiveness of using the integrated strategy of online promotion of online clothing stores. The study uses a method of in-depth interviews (7 respondents) and questionnaires (97 respondents) that allow you to rank factors that have a greater or lesser effect on the choice of consumers by online clothing stores. The results of the research showed that, first of all, consumers pay attention to the quality image and description of the goods, the price, the quality of the goods and the delivery conditions. The most popular channels of communication are contextual advertising, mobile applications, media advertising and content marketing. Based on the study, recommendations were made to increase the effectiveness of individual Internet marketing tools for the more successful functioning of online clothing stores in the Russian market.