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  • Formation boards and commercial promotion of fast fashion range on the marketplaces of Russia (on the example of the Wildberries)

Formation boards and commercial promotion of fast fashion range on the marketplaces of Russia (on the example of the Wildberries)

Student: Chiriliuc Eleonora

Supervisor: Ekaterina V. Buzulukova

Faculty: Graduate School of Business

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

Final Grade: 8

Year of Graduation: 2024

The work examines the features of forming an assortment and promoting goods in the fast-fashion category. The interaction between assortment formation practices and modern methods of promotion in the e-commerce market is shown. The main approaches of Russian and foreign scientists to the definition and content of such topics as e-commerce, consumer behavior, and principles of functioning of fast-fashion products are identified. A classification of marketplaces according to various criteria is given. During the work, key factors influencing the success of promotion strategies on the marketplace were identified, and recommendations were formulated for future sellers.

Full text (added May 16, 2024)

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