Communication Strategies for Russian Clothing Mass Market Brands Promotion: Comparative Analysis of Consumer Perception

Currently, the Russian economy is undergoing changes associated with the departure of foreign companies, which have affected, among other things, the clothing market in the mass market segment. The situation became specific, and the opportunity arose to occupy the vacated segments. At the same time, a lack of research in the field of brand communications with consumers and their assessment of the strategies of fashion companies was revealed. The purpose of the study is to identify the most successful communication promotion strategies, from the point of view of consumer perception, used by Russian brands in the mass market clothing market, taking into account the departure of foreign brands from the Russian market. The empirical base includes a quantitative research methodology consisting of a survey among 306 respondents who purchase goods from mass market brands. The data obtained will help identify the main trends in the communication strategies of mass market brands, as well as determine their perception by consumers.