Omnichannel Approach in Developing Relationships with Consumers of Fashion Brands in Russia

This work is devoted to the study of the impact of the omnichannel approach on interaction with consumers and on the company's revenue. Fashion brands have been undergoing changes recently due to the development of digital technologies. In particular, online sales channels are growing, which requires brands to introduce new approaches in their activities, develop both offline and online channels. There is no consensus in the scientific community about which sales channels consumers prefer. Some researchers believe that different segments of consumers will use different channels, while others believe that the purchase channel is not of primary importance. Currently, the channels function harmoniously and interconnected, which leads to a synergistic effect. In other words, the transition from a multichannel approach to an omnichannel one is actively taking place in the modern world. The purpose of the study is to study the advantages of the omnichannel approach in building relationships with consumers, its impact on revenue growth using the example of O'STIN and to develop a number of recommendations for the O'STIN brand. In the course of the work, a number of tasks were performed, namely, the definition and features of the omnichannel approach were studied, the characteristics of consumer behavior and the factors that form the basis for making a purchase decision were analyzed, the main features of the omnichannel path of the client were identified. Trends in the development of the fashion market in the global and Russian context are identified. The analysis of O'STIN's position in the competitive environment and the current level of the omnichannel approach is carried out. The trends of 2024 in the development of consumer behavior have been identified. The secondary data of the company were analyzed, empirical studies were conducted to identify consumer barriers of O'STIN customers to omni-purchases. As a result, recommendations were developed for the O'STIN brand. The results of the study will have scientific novelty and practical significance for fashion brands that want to increase their competitiveness in an ever-changing market environment. Keywords: omnichannel approach, fashion industry, fashion brand, online channel, offline channel, consumer, retail business.