Luxury Fashion Brand Positioning on Social Media: The Case of Lilia Kisselenko Brand

There are multiple ways to communicate with customers and clients for businesses. It is of utmost importance to understand their mindset and attitudes towards the luxury fashion brand. In the current research authors dwell upon the recommendations to use Instagram in volatile conditions on the Russian market at a lack of engagement and with decreasing attention from existing audiences. To re-establish a long-term aim, the authors identify the purpose of this channel for the Lilia Kisselenko brand, which represents the affordable luxury segment. In this respect, the authors are building the current perceptual map of the Instagram page, examine the change of behavioral patterns on Instagram, and test new instruments linking to the redefined purpose of Instagram. In the course of the work, they imply Technology Acceptance Model (TAM), classical value-based brand perception model, and customer engagement model (CEM). From the theoretical perspective, the authors are testing qualitatively the relation of TAM and CEM as well as surfacing behavioral patterns against open-data statistics on Instagram in Russia. On the practical side, we observe Instagram internal instruments (Reels, posts, Stories) and how they are used by other brands that are Russian competitors or international brands shaping the copycat marketing strategy. As a result, we provide practical guidance for Lilia Kisselenko brand managers with a peripheral analysis of their operational activities and approaches.