Аннотация: The article is devoted to the study of the theoretical foundations of brand promotion tools in the fashion industry, based on the stages of development of the promotion campaign. The article describes the features of the promotion of luxury brands based on the choice of promotion tools in accordance with the characteristics of the target audience using the example of the fashion houses Dior and Prada, and also provides and analyzes examples of each.
Ключевые слова: branding, advertising, creative, promotion technologies, advertising campaign, Dior, Prada, luxury, fashion, communications sphere.
Статья в сборнике научных трудов по материалам конференции (форума) «International Conference on Navigating Global Challenges through Research Discoveries and Innovative Approaches: An Interplay of Fundamentals and Applications»