Development of a Strategy for Creating and Developing a Fashion Retailer’s Own Brand Using the Example of BNS Group JSC

The final qualification work (master's thesis) on the topic "Development of a strategy for creating and developing a fashion retailer’s own brand using the example of BNS Group JSC" contains 96 pages of the main text, 21 tables, 48 illustrations, and 77 sources. Keywords: development strategy; own brand of clothing, shoes, and accessories; fashion retail; retailer development strategy; success factors of its own brand; product strategy; strategy for creating its own brand; strategy for developing its own brand; strategic analysis. The object of the study is BNS Group JSC, whose main activity is the retail trade of clothing, shoes, and accessories. The COVID-19 pandemic in 2020, when factories closed, transport links between countries stopped, shops did not work, companies went bankrupt, and much more, as well as the beginning of Ukraine crisis in 2022, when many foreign brands announced their withdrawal from the Russian market, there was high volatility of the ruble exchange rate and the purchasing power of the population decreased, had a significant impact on both the global fashion market and the Russian one. These changes entailed not so much negative consequences as positive ones, namely: domestic brands of clothing, shoes, and accessories began to actively enter the market and develop. And the trend and interest in the introduction of own brand into the portfolios of fashion retailers' brands are especially visible. It is precisely in the above-mentioned factors that the relevance of the study of this The final qualification work lies. The object of the study is BNS Group JSC, whose main activity is the retail trade of clothing, shoes, and accessories. At the moment, the company's portfolio consists only of foreign brands, some of which have suspended their activities in the territory of the Russian Federation, which has significantly affected BNS Group JSC. The company faced not only an increase in the cost of purchasing goods through intermediaries but also the inability to use the trademarks of the brand holders in its promotion strategy. This forced BNS Group JSC to actively search for and introduce new foreign brands that want to develop in the Russian market. At the moment, the financial condition of the company is unstable, the portfolio is not differentiated, and there is a high level of competition from domestic brands. One of the main goals of the company is to increase profits. Taking into account all the above, the main goal of it has been defined and is to develop recommendations for the strategic development of the company by developing a strategy for creating and developing its own fashion retailer brand. As a result of the research, an analysis of the global and Russian fashion markets and a strategic analysis of BNS Group JSC were carried out, which identified key threats and opportunities as well as problems that the company faces and may face in the implementation of its activities. A critical analysis of the specialized literature on strategic business development based on the creation of its own brand from 40 sources of information has been carried out since 1990, since it was during this period that the study of this topic actively began. Recommendations on the strategy for the creation and development of own brand were also developed, which include a description of the creation procedures and processes, the developed algorithm, methodology, and plan for the implementation of the strategy for the creation and implementation of STM by JSC BNS Group. The practical significance of the work lies in the fact that the recommendations developed will become the main ones for implementing the strategy of creating and developing a successful own brand in a highly competitive and rapidly changing fashion market.