Factors of Consumer Perception of Co-Branding in the Fashion Industry on the Example of the Footwear and Accessories Brand EKONIKA

The Russian fashion market is currently undergoing transformation due to the exit of foreign brands and shift in consumer behavior in the face of uncertainty. As a result, Russian brands have intensified work on their perception and brand image. One of the effective tools to achieve these goals is co-branding. This research is devoted to the analysis of perception factors of co-branding projects in the fashion industry. At first, on the basis of previously conducted research and practical cases the author systemizes the factors of co-branding perception and identifies the specifics of co-branding in the fashion industry. Part of the work is dedicated to co-branding projects of EKONIKA – footwear and accessories brand, which uses co-branding as one of the key tools for developing the brand's image on a regular basis. The empirical part of the research consists of a series of expert interviews with specialists from the fashion industry and online consumer survey. Hypotheses related to the identified factors were tested with the use of regression analysis. On the basis of the results of the study the author provides a list of perception factors of co-branding, relevant to the Russian fashion industry, and develops recommendations on creating co-branding projects in the fashion industry, useful for fashion brands management, including the footwear and accessories brand EKONIKA.