Research of Consumer Behavior of Young Women in the Omnichannel Shopping Journey of Russian Fashion Brands

Student: Aleksandra Zhavoronkova

Educational Programme: Marketing: Digital Technology and Marketing Communications (Master)

Year of Graduation: 2024

In the modern world, the fashion retail market has become one of the most interesting to study, because there is an opportunity to study both the consumer behavior of customers of these brands, and the marketing strategies of brands to build communication with them. The master's thesis includes a study on the consumer behavior of young women when choosing clothes in Russian fashion brands, taking into account the omnichannel approach. The paper provides examples of successful practices of introducing omnichannel experience into brand marketing strategies.

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