The specific of brand building for men in fashion luxury industry
The specific of brand building for men in fashion luxury industry
Author(s): Marina OCHKOVSKAYASubject(s): Supranational / Global Economy, Present Times (2010 - today), Socio-Economic Research
Published by: Kauno Technologijos Universitetas
Keywords: Fashion; luxury brands; male consumers; prestige; global trends; cultural background;
Summary/Abstract: This study investigates the peculiarities of luxury brands consumption among Russian men, specifically in Moscow. The author analyses the current trends in consumption, determines the specific of luxury brands in fashion industry and shows the portrait of average luxury brands male consumer in Moscow. The brands preferences and motives for its buying are presented in the paper and some recommendations for the brands promotion are given in the end of article.
Journal: CHANGES IN SOCIAL AND BUSINESS ENVIRONMENT
- Issue Year: 2013
- Issue No: 05
- Page Range: 105-111
- Page Count: 7
- Language: English