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The Characteristics of Branding for Generation Z in Russia Using the Example of Clothing Branding

Student: Kropivko Viktoriya

Supervisor: Alla Kotsyuba

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 10

Year of Graduation: 2020

This paper is devoted to the study of branding specifics for generation Z in Russia using the example of clothing market. Centennials are currently a key consumer group for brands, they are very different from previous generations and have unique consumer characteristics, so it is especially important to pay attention to interacting with them. The purpose of this study is to identify the most significant factors influencing the formation of an attractive image of clothing brands for representatives of the Z generation. As a methodology for the fulfillment of the research objectives, a mixed research design was used, including qualitative (interviews) and quantitative (survey) methods. The practical value of the work in using the identified factors in the perception of the brand when developing new brands, as well as for building competent communication with centennials. The results of the study will be useful to advertising and branding agencies, as well as brand managers.

Full text (added May 21, 2020)

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