Promotion Program Development for the Clothing Store

A decrease in a company’s revenue in the aggregate with an increase in market prices for its goods may indicate a decrease in the number of customers whose budget does not correspond to the increased price level on the market, as well as the need to attract new audience to continue market activity. This is exactly the problem faced by the Perm clothing, shoes and accessories store “GANG”, whose income for 2023 has decreased by 12%. To solve the problem, the market research and competitor analysis were conducted, contemporary methods and forms of promotion were studied, and consumers and their features were explored with the survey (95 surveyed), the series of interviews (13 participants), descriptive statistics, Jobs To Be Done and Customer Journey Map tools. The result of the work is the promotion program reflecting the characteristics of communication channels and content for the interaction with the target audience, as well as a list of activities that influence the completion of the target action by consumers. Thus, we believe that the implementation of the promotion program will allow the company to receive at least 90 new contacts within two weeks.