The Features of the Communication Strategy of Clothing Brands: the Use of Works of Art as a Means of Attracting Russian Audience

This study examines the communication strategies used by clothing brands to attract the attention of the Russian audience through the inclusion of works of art. In a market where consumer engagement and brand differentiation are crucial, the use of cultural and artistic references has become a key tactic. This research investigates the effectiveness of integrating art into marketing campaigns, focusing on the cultural characteristics and aesthetic preferences of Russian consumers. By analyzing case studies of successful clothing brand campaigns, the paper identifies key elements that enhance brand attention. The findings show that the use of art not only enhances the brand's image but also fosters a deeper emotional connection with the audience. This study provides valuable insights into the fusion of art, culture, and marketing in the context of the Russian market, offering practical recommendations for clothing brands to create successful art collaborations. Keywords: communication strategy, clothing brand, art collaboration, audience attention