Alma Mater
ISSN 1026-955X
Vestnik Vysshey Shkoly (Higher School Herald)
The best way to learn all about Higher Education

=

Technologies of promotion of fashion brands in youth midst

E.N. Berdnikova
80,00 Р

https://doi.org/10.20339/AM.03-19.116

 

E.N. Berdnikova is Cand.Sci. (Culturology), doc. at St. Petersburg Humanitarian University of Trade Unions e-mail: berdnikova.elina@yandex.ru  

 

Researched is the theme of technologies of promotion of fashion brands in youth midst. Analyzed is consumer ability of young audience of modern society. Special attention is paid to analyzing of manipulative technologies through the Internet as all-embracing information system, forming in virtual space, generating special reality, culture with it’s concepts, values, way of thinking and language. The most important element of this culture is communication in social networks. Conclusion is made, that using of effective and high quality PR-technologies in the network helps to attract desired target audience, incl. increasing competitiveness, and also enhances customers’ loyalty and corrects image of the company as a whole. Presented are the most interesting channels for promotion fashion brands.

Key words: internet, image, style, brand, fashion, youth, partisan marketing, storytelling, Viral Video, Scandal Strategy.

 

References

1. Andreeva, А.N. Designer brands in fashion business. St. Petersburg, 2008.

2. Astashova, Yu.V. The theory of generations in marketing. URL: https://cyberleninka.ru/article/n/teoriya-pokoleniy-v-marketinge

3. Bart R. The system of fashion. Moscow, 2003.

4. Gubanov, D.A., Novikov, D.A., Chkhartishvili, A.T. Social networks: models of information influence, management and confrontation. Moscow 2010.

5. Kaverina, E.A. The phenomenon of creativity and techniques for creating creative ideas for special events. Moscow, 2009. P. 18–22.

6. Koneva, A.V. Art of fashion photography: the pleasure of contemplation, or the temptation of consumption. St. Petersburg., 2008. P. 441–456.

7. Li, Ch., Bernoff, D. Web-blast wave: How to succeed in a world transformed Internet technologies. Moscow, 2010.

8. Mirman, S.D. New rules of marketing and PR: How to use social networks, blogs, podcasts and viral marketing for direct contact with the buyer. Moscow, 2013.

9. Pashutin, S.B. The Physiology of agiotage. Marketing techniques to attract consumers to the brand. Moscow, 2016.