Promotion Strategy Elaboration of Fashion Off-Price Retail Chains on Russian Market

This final work refers to studies of promotion strategy in off-price fashion industry. The objective is to describe the main principles of implementing promotion instruments in marketing strategy of WOSS Brands Outlet. An attempt to create a system of main promotion channels and tools allowing to the company to build a brand awareness is made. The empirical database consists of information taken from company’ sales and turnover reports, reviews from customers of the company along with the systematized knowledge on the topic from previous research and international case studies. The results anticipated could deepen the knowledge about off-price promotion tools and will provide practically oriented model of this technology operation. The work consists of three chapters: the first one is theoretical and includes core aspects of promotional strategy, a market analyses as well as promotional mix tools. The second chapter is practical and relies on information about the chosen organization, analysis of its internal and external environment, peculiarities of the industry and the most successful case studies of promotional strategy implementation in USA and Russia with its with a comparative analysis. The third part is focused on selected promotional tools and a promotional strategy building as the most crucial part of the paper. In conclusion, due to a deep analysis of promotion strategy development in the company, core features and tools will be revealed, as well as recommendations for strategy building and its implementation.