Technologies of promotion of fashion brands in youth midst

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.

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