Аннотация: The text analyzes the concept of a "luxury brand", identifies the distinctive features and features of the audience of luxury brands, and features of marketing promotions of luxury brands. The distinctive features of the mass-market brand and its promotion are revealed. And the features of the promotion of the luxury brand and the mass market of the fashion brand are analyzed.
Ключевые слова: advertising, luxury brand, mass market brand, brand ecosystem, H&M, Chanel, signs of luxury, fashion.
Статья в сборнике научных трудов по материалам конференции (форума) «International Conference on Interdisciplinary Solutions for Global Challenges: From Fundamental Research to Practical Innovations»