TSUM Communication Strategy in the Era of Transformation of the Concept of Luxury

The graduation work is devoted to the transformation of the communication strategy of TSUM due to changes in the perception of luxury goods by the younger generation. The main purpose of the study is to identify changes that may have an affect on this transformation. On the basis of this study, were made a number of recommendations which can be used by the TSUM department store, as the recommendations are made on the basis of the communications which this store uses, but can also be used by other luxury shopping center, cause they have approximately one target audience. Within the framework of this work were taken expert interviews with the employers of the TSUM from different departments, this method of research allowed to see what the experts think about changes in the concept of the luxury, about transformation of the communication strategy of the TSUM and to see which actors can influence on this changes. The second method was a sociological survey among young generation under 25 years old, as a result, were done a number of recommendations on communication with young generation, which services are better used and which activities are worth using in communication strategy to attract young people. The work consists of three chapters, the first one is a theoretical basis for research in the field of luxury goods, consumer goods and mass market, the second chapter is directly about the communication strategy and the trading house of TSUM, and the third chapter is about methods and analysis.