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Features of E-commerce in the Field of Fashion on the Example of Japanese Brands

ФИО студента: Darya Sorokina

Руководитель: Uliana Strizhak

Кампус/факультет: Faculty of World Economy and International Affairs

Программа: Asian Studies (Bachelor)

Год защиты: 2020

The development of e-commerce, accompanied by the widespread use of Internet technologies in economic activities, has led to a global revolution in business and economics. With the advent of new technologies, consumers expect ever higher quality products at competitive prices, so improving business efficiency and competitiveness is an important prerequisite for the survival of the enterprise in the retail sector. With the development of the Internet and the emergence of new mechanisms, brands are forced to master electronic commerce, as this area is extremely profitable and new circumstances, including the events surrounding the situation around new viruses, such as Covid-19, are pushing companies to open e-business. The object of research is e-commerce technology. The subject of the research is the features of electronic commerce in the field of fashion. The purpose of this thesis is to identify the key features of e-commerce in the fashion industry. In accordance with this goal, the following main tasks were set and solved in the study: • study and clarify the theoretical provisions related to electronic commerce, formulate or in some cases clarify the basic terms, categories and concepts used in the electronic commerce market; • analyze the main trends in the development of the e-commerce market, summarize and characterize its main features; • analyze the specifics of the e-commerce market in the field of fashion; • based on an analysis of the activities of Japanese e-commerce companies and the fashion industry, identify the main features and the most effective strategies; • determine the applicability of the e-commerce features of Japanese brands and formulate recommendations on improving business performance for Russian companies. In this research work, the features of electronic commerce in the field of fashion were considered, the main terms were clarified and the main trends associated with the concept were described. It was revealed that e-commerce is a special form of market relations, thanks to which many companies receive many new opportunities. The main trends in the development of the e-commerce market in the fashion sector in Japan were analyzed, as well as the specifics of online trading in the fashion industry, the characteristics of consumer behavior when buying clothes and shoes online were identified. keywords: e-commerce, japan, japanese brands, fashion

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