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Brand-Communication of Retailers on the Fashion Market: Features and Mechanisms of Impact

Student: Lapko Anna

Supervisor: Yulia Pirogova

Faculty: Graduate School of Business

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Final Grade: 7

Year of Graduation: 2019

Master's dissertation is devoted to the study of the features and technologies of the impact of brand communications on the fashion market. In this work were studied the main mechanisms used by fashion retailers to retain consumers, and were identified factors affecting consumer retention on the fashion market. Was proved that online communications used by fashion retailers are becoming the main drivers of consumer retention on the fashion market, and collaborations and their promotion are becoming the main trend of brand communications in on the fashion market. According to the results of the study, recommendations were proposed aimed at the effective retention of consumers through brand communications and addressed to developing Russian brands.

Full text (added May 22, 2019)

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