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Shuklina Z.N. Directions of the development of event marketing in the fashion industry. Journal of Clothing Science. 2018; 3(3). Available at: https://kostumologiya.ru/PDF/12ECKL318.pdf (in Russian).

Directions of the development of event marketing in the fashion industry

Shuklina Zinaida Nikolaevna
Bryansk state academician I.G. Petrovski university, Bryansk, Russia
E-mail: zn-shuklina@yandex.ru

Abstract. The article emphasizes the importance of marketing for managing the buyer’s behavior, increasing interest in the product and service, the activity of sales and loyalty of relations, the fashion industry notes the need for accentuation of events and the formation of event marketing. The author selects the world’s social, sports and personal events, fashion shows, holidays, basic trends of interaction with customers, the main phenomena in the fashion world. Based on the basic characteristics of typing, a classification of events according to the main criteria is presented. Actually event marketing is focused on the brightness and dynamism of relationships and relationships with potential buyers and real customers. The purpose of event marketing is to find and satisfy the needs of customers or customers while promoting the interests of the company, the tasks are solved with the integrity of the event, product and service, branding, design ideas, textile support, industrial production, communications through the media and the Internet. At the same time, the goal is expanded in connection with the influence of the event itself on consumer behavior, on new demand and relations in the fashion sphere. Global tasks are connected with information, selectivity, coordination. Event marketing is an integrated system that includes complex multi-level marketing communications, above-the-line, below-the-line and public relations, content, targeted and contextual advertising, mass-mailing, mass-targeting, bloggers, microinfluors, stories. Fashion events accentuate the role of the millenials in fashion, the return of supermodels to the podium, suprimination, the growth of the cult of the paternal style on the podium, family values as the main trend of the year, reshuffling in fashion houses, collaborations and cooperation with the mass market and the out-segment. In the global fashion industry, more than 40 thousand brands have been formed, among which are luxury brands – the highest price category, haute couture, high fashion; premium brands or pret-a-porter – ready for wear; diffuse brands representing the transition between the premium class and the less prestigious classes; Bridge brands, located between pret-a-porter and mass-market; utilitarian and democratic brands. A special hybrid impact on target audiences through online contacts, visits to shows and real meetings with designers causes a positive attitude towards the firm, guaranteeing loyalty, interest in long-term relationships, efficiency and satisfaction.

Keywords: event marketing; fashion; industry; activity; market behavior

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