2025, Vol. 10, No. 4. - go to content...

Permanent address of this page - https://kostumologiya.ru/en/27tlkl425.html

Метаданные этой статьи так же доступны на русском языке

Full article in PDF format (file size: 751.4 KB)

For citation:

Fedosova A.A., Korinteli A.M., Ivahnyuk K.D. Research and development of the pop-up store concept for the Russian design brand. Journal of Clothing Science. 2025; 10(4). Available at: https://kostumologiya.ru/PDF/27TLKL425.pdf (in Russian).

Research and development of the pop-up store concept for the Russian design brand

Fedosova Aleksandra Aleksandrovna
Don State Technical University, Shakhty, Russia
Institute of Service Sector and Entrepreneurship
E-mail: aleksandrafed38@gmail.com

Korinteli Anna Mikhailovna
Don State Technical University, Shakhty, Russia
Institute of Service Sector and Entrepreneurship
E-mail: hitarova2015@yandex.ru
RSCI: https://elibrary.ru/author_profile.asp?id=1022944

Ivahnyuk Kirill Dmitrievich
Don State Technical University, Shakhty, Russia
Institute of Service Sector and Entrepreneurship
E-mail: Kirillivahnuk616@gmail.com

Abstract. This article is devoted to current communication approaches that can be used by fashion brands in the modern market. The study found that traditional methods of communicating with consumers are becoming less effective. This indicates the need to find and implement new interaction formats that can adapt to changing conditions and customer expectations. The main purpose of the work is to study and analyze innovative communication and marketing methods in more depth, as well as to offer practical recommendations for their implementation. The article focuses on the popularity of such tools as contextual and targeted advertising, collaboration with influencers, and video marketing. Each of these methods is a unique way to attract and retain the audience’s attention. Contextual advertising, for example, allows brands to directly reach consumers at the moment when they are searching for relevant products or services. Targeted advertising, in turn, helps deliver advertising messages to specific audience segments based on their interests and online behavior. Collaboration with influencers allows fashion brands to use the trust and influence of these personalities to engage their customers more effectively. Video marketing, in turn, is becoming increasingly popular, as visual content can better attract attention and convey emotions. An important part of the study is the analysis of consumer behavior, which confirms the significant influence of social media on the purchase decision-making process.

Keywords: communications; strategies; advanced AI consultants; fashion industry; innovative formats; implementation of promising solutions; modern consumers

Download article in PDF format