The Role of Musical Preferences of Young People in Building Marketing Communication of Clothing Brands

This research explores the connections and contradictions between the musical and style preferences of youth in the system of integrated marketing communications. If in the zero years in Russia various youth subcultures with their unique style and musical preferences were more clearly traced, now it has become more difficult to determine by the appearance of the young people what kind of music they prefer. In this regard, the role of youth musical preferences in the selection of clothing brands is characterized as “indefinite”. An online survey involving more than 400 respondents made it possible to study in more detail the connection between the musical and style preferences of Moscow youth. The author also analyzed expert interviews with the creators of Russian youth brands. In this way, the main purpose of the research is to develop practical recommendations for building integrated marketing communications for youth clothing brands with a focus on youth musical preferences. The author formulated the following tasks: (1) Systematize the research terminology by defining the concepts of “youth”, “consumer preferences”, “choice”, “trend”, “subculture”, “musical accompaniment”, “clothing brand”, “integrated marketing communications "," Brand communication "; (2) Consider theoretical approaches to the formation of the value-semantic system of the personality of youth; (3) Determine the place and role of music in the system of integrated marketing communications of clothing brands; (4) Describe the organization and methodology of empirical research; (5) Identify the most popular musical trends among young people; (6) Determine the dependence of youth consumer preferences in the choice of clothes on their musical preferences; (7) Determine the role of youth musical preferences in the marketing communications of clothing brands using real-life examples using interviews with experts.