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  • Current Media Strategies of International Luxury Fashion-brands on the Russian Market (Through the Examples of Hermes, Chanel, Gucci)

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Sofya Chernyshkova
Current Media Strategies of International Luxury Fashion-brands on the Russian Market (Through the Examples of Hermes, Chanel, Gucci)
Media Communications
(Bachelor’s programme)
2019
This research is devoted to the current strategies of media promotion of foreign luxury fashion brands on the Russian market through the examples of the three successful brands (Hermes, Chanel, Gucci). The purpose of the work is to identify current, effective strategies, techniques and tools which are used by the international luxury fashion brands in the media space in order to be successful on the Russian market.

The object of the research is luxury fashion-brands (Hermes, Chanel, Gucci).

The subject of the research is ways of communication of Hermes, Chanel and Gucci brands with Russian consumers in the media space.

The hypothesis of the research is that international luxury fashion brands attract Russian consumers by means of cooperation with Russian influencers and creation special events in Russia.

Two methods are used in this study: case-study and expert interviews. The geographical scope is the Russian market. The timeframe is 2017-2018.

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