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Digital Strategy Development for Fashion Magazine

Student: Yana Kazarova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

This paper is focused on digital strategy: from theoretical models of planning digital strategy to real successful cases in the market. As part of the practical part there was conducted a research concerning glossy brand Marie Claire. As part of the market research main players and their strategies in the digital space were analyzed. Four industry experts were also interviewed to determine the specifics of the Russian glossy media market and an effective model for building a strategy for digital channels. Coverage of players is falling as well as advertising budgets. Digital media need to develop a successful digital strategy due to great competition in the market with independent online media and small blogs that are fighting for the attention of readers. Readers 'attention is scattered to social media, so it is especially important to have a strong marketing strategy to attract and retain readers' attention. The study focuses on the Russian market of glossy magazines, due to the fact that the markets of other countries have a more developed economy and other principles of functioning and development. The global gloss market is a benchmark that can be taken as a sample. As an example, the work presents the world media brand “Marie Claire”, which is represented in Russia for more than 20 years.

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