Promotion of Fashion Brands in the Russian Market in the Absence of Foreign Competitors (on the Example of the Lime Clothing Brand)

Various trends are transforming the organizational, consumer and methodological landscape of enterprises whose activities relate to the fashion industry. The relevance of the chosen research topic is due to changes in the strategies currently used in this area, which is associated with the current geopolitical situation, as well as with the dominance of the trend of humanity (empathy) in strategic branding. The purpose of the study was to identify the features of promoting fashion brands on the Russian market in the absence of foreign competitors using the example of the LIME clothing brand, which is among the most popular (over 100 stores in Russia and the CIS countries). The methods of analysis and synthesis, abstraction, generalization, comparison, and questionnaire survey were used in the course of the work. The authors concluded that the effectiveness of brand development depends both on the right strategic decisions and on understanding the characteristics of the target audience, real-time communications with customers and prompt response to their requests through the use of high-tech strategic planning tools, in particular, personalized value propositions. Based on the research, recommendations have been developed for the promotion of Russian fashion brands in modern conditions, which can find practical application.