Promotion of Russian Premium Fashion Brands: Communication Peculiarities, Channels and Tools

The main purpose of the study is to identify the features of the promotion of Russian premium fashion brands in the formation of communication strategies. To study this topic, sources containing an overview of the communication strategies adopted by fashion brands in the premium segment were analyzed. The study defines the criteria by which brands belong to the premium segment, and the peculiarities of consumer behavior depending on the specifics of the market. In the practical part, attributes, channels and tools for building a brand strategy are considered separately. The practical significance of this work is to create recommendations for premium segment brands in terms of changing the communication strategy. Such a study can become a practical guide for specialists in such companies to promote their product or bring the product to a new market.