Экономические науки
Positioning strategy of readymade garments in the russian market (for example, TM Zolla)
Inga M. Siniaeva 1, Elizaveta M. Chalkova 2
1. Financial University at the Government of the Russian Federation 2. Ltd «FAST FASHION»
Abstract:
This article discusses the Russian retail market of readymade garments, especially the development in time of crisis. To business survival becomes critical factor "rapid reorientation" when defining element of the strategy is to quickly identify new customer segments and form them stable flows. The methods were considered, which determine the positioning of the brand on the market.
Keywords: retail market, ready-made clothes, competitors, customers, positioning
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