The Influence of Femvertising on the Consumer Perception of the Fashion Industry Brand in Russia

Femvertising (advertising about the empowerment of women and for women) is gaining great popularity both abroad and in the domestic market. The purpose of this study is to determine the impact of femvertising on consumer perception of the fashion industry brand in Russia. The study includes a mixed analysis of primarily two main groups of the population – Generation Z (“zoomers”) and Generation Y (“millennials”), with subsequent conclusions about the statistically significant differences in their perception of femvertising. The study will analyze the factors of influence of femvertising and changes in brand perception, identify the main target groups and suggest recommendations for the implementation of femvertising communication strategy for fashion brands. The data analysis of the research was carried out using Python for t-test analysis and SPSS tools for correlation analysis (to identify the influence of various influence factors), factor and hierarchical cluster analysis (to identify homogeneous groups). The result of this work is the identification of target segments and the identification of significant influence factors for each group of generations and subgroups within, depending on demographic and gender characteristics. The main hypothesis of the study on the influence made of femvertising on consumer perception of the brand has been confirmed.