Promotion Strategies for the Russian Fashion Brands in the Case of MORELY

Today, the fashion market is actively developing both at the global and domestic levels. The emergence of new players makes it necessary for brands to adapt and identify current effective promotion methods. In conditions of rapid growth and scaling of the market, brands are faced with certain challenges and tasks. Today, brands need to competently define a development strategy and select relevant communication tools. The work examined trends and tendencies in the promotion of fashion brands using the example of the domestic brand of underwear and homewear MORELY. MORELY is a local brand with its own production, the goal of which is to scale, but the brand does not have large budgets for promotion, hence the need to focus on free and low-cost tools and methods. The brand uses SMM (Social Media Marketing), influence marketing, cooperation with brands (cross-promotion and collaborations), event marketing and affiliate programs as its main communication channels. The MORELY brand uses influence marketing as its main promotion tool, but the effectiveness of the selected influencers has not been determined. The work examines the current communication tools for fashion brands, in particular, social networks and influence marketing. During the study, trends and tendencies in promotion, methods and methods of interaction with the audience were studied; An analysis of the global and domestic fashion market, the underwear market and a comparative analysis of competitors of the MORELY brand were carried out. A significant part of the work is the study of consumer perception and reactions to fashion advertising by influencers. Based on the research and competitive analysis, recommendations were developed for more successful implementation of the existing brand communication strategy.