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Timofeeva M.R., Suvorova N.A., Tolmacheva G.V. Tools for communication with the target audience: manifestation and promotion of a fashion brand. Journal of Clothing Science. 2024; 9(3). Available at: https://kostumologiya.ru/PDF/09IVKL324.pdf (in Russian).

Tools for communication with the target audience: manifestation and promotion of a fashion brand

Timofeeva Marina Rafailovna
Omsk State Technical University, Omsk, Russia
E-mail: marina.marina.timofeeva@gmail.com
RSCI: https://elibrary.ru/author_profile.asp?id=719780

Suvorova Natalia Alexandrovna
Omsk State Technical University, Omsk, Russia
E-mail: ns_natalisuvorova@mail.ru

Tolmacheva Galina Vasilievna
Omsk State Technical University, Omsk, Russia
E-mail: galina_dk@mail.ru
RSCI: https://elibrary.ru/author_profile.asp?id=714204

Abstract. The article considers the communication tools of a fashion brand with a target audience, giving definition of marketing as a key function of achieving success in the market and its aspects. The study includes defining communications and their types, considers different communication tools in various industries with target audience in the context of marketing and defines the main stages of developing communication strategies.

The study identifies the transformation of the main marketing techniques of interaction between fashion brand and consumer, defines the most effective ways of communication currently used by brands. The main concepts on which the communication strategies and activities of companies are based, as well as the specifics of brand manifestation and promotion in the fashion industry are examined. Special attention is paid to the current ways of attracting attention and communication of brands with their audience, emotionally engaging, creating interest in the product due to its uniqueness and novelty.

The expert opinions of marketing specialists are used as an empirical basis. Examples of relevant communication tools in fashion business, marketing activities that convey to consumers the image of the brand, its values, functional and emotional benefits from the acquisition of a product. The cutting-edge trends of communication tools of fashion brands with their target audience in the modern world are revealed.
The relevance of studying brand manifestation tools in the master’s degree program on «Design in the fashion industry» for the formation of professional competences of designer is considered.

Keywords: communication tools; marketing; brand promotion; brand identity; clothing design; emotion design; advertising; branding; collaboration; fashion industry

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