Technology of Provocation in Marketing Communication: Strategy of Successful Implementation on the Example of Fashion

In the current situation a person is experiencing an information glut. The high degree of penetration of the Internet into life practices, the ability to have access to a permanent mobile Internet leads to an increase in the consumption of information and content, which is why the effectiveness of brand communication with the audience is reduced. It is more difficult to attract the attention of a new audience in the conditions of high information competition. Provocation as a way to attract an audience, transformation of the brand image becomes attractive for involvement in marketing communications. At the same time, it carries certain risks for the brand, which are expressed in damage to reputation, image, up to real sanctions. The aim of the study is to identify the factors that influence the success of provocation in the strategy of brand promotion and the formation of loyalty of the target audience. The study reveals the essence of the phenomenon of provocation through the prism of the Humanities, which gives an additional understanding of provocation in the context of communication. This theoretical base allows to understand and consider brand communication strategy, which is based on provocation of the audience. The study uses different methods to accomplish the goal. During the qualitative survey of experts, the strategic features of planning, creating and implementing provocations in marketing communications were clarified. The analysis of cases showed that there are different approaches to the implementation of provocation in brand communication in the context of its goals and especially in assessing its success. The quantitative survey revealed the perception of provocation in advertising of the Russian audience from 16 to 60 years. The results of the study showed that the use of provocation in marketing communications involves a number of risks, but together with its qualitative preparation, such a form will lead the brand to its goals.