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Сross-Country Specifics of Digital Strategies Applied by Global Fashion Companies in Foreign Developed Countries Exemplified by Gucci and Jacquemus in UK and USA

Student: Denis Korovin

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

Master's thesis on the topic "Cross-country specifics of digital strategies applied by global fashion companies in foreign developed countries examplified by Gucci and Jacquemus in UK and USA" The master's thesis consists of an introduction, three chapters, a conclusion, a list of references and appendices. The introduction reveals the relevance of the chosen topic, describes the purpose and objectives of the study, and puts forward hypotheses. The first chapter presents the theoretical foundations of the research: the concept of digital strategy is analyzed, the specifics of digital strategies in the fashion industry are studied. The first chapter also reveals the specifics of implementing a company's digital strategy at home and abroad. The second chapter first provides an overview of the global luxury brand market, and then analyzes the real cases of two well-known luxury brands-Gucci and Jacquemus. In particular, the analysis of digital strategies of these companies in their country and abroad is carried out. The third and final chapter presents the main conclusions and recommendations for implementing digital strategies of fashion brands. In addition, the limits of research are described and recommendations for further research on this topic are given. In conclusion, the work done is summed up and conclusions are formulated.

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