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Development of the Internet-marketing Strategy in the Fashion Industry

Student: Agapova Anna

Supervisor: Jeff Downing

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Economics (Bachelor)

Year of Graduation: 2019

The aim of this study is to develop measures to improve the system of promotion of the UShatava brand, using the tools of Internet marketing. The work is of theoretical importance due to the limitations of such works in domestic and foreign scientific literature. The practical significance and relevance of this research are due to the increasing role of the Internet as a means of doing business to increase the coverage of the target audience. For a comprehensive analysis of the online promotion system, the methods of work were theoretical, comparative and regression analyzes. During the work, significant factors affecting the desire of the potential audience to invest in the products of this brand were identified. Thus, with the help of the data obtained, recommendations were formed to improve the system of brand promotion in the women's clothing market, and the most effective channels of promotion on the Internet were selected.

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