'The Specific Brand Building for Men in Fashion Luxury Industry'

"Changes in Social and Business Environment". Proceedings of the 5th International Conference.

9 Pages Posted: 3 Dec 2013

Date Written: November 7, 2013

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.

Keywords: fashion, luxury brands, male consumers, prestige, global trends, cultural background

JEL Classification: M31

Suggested Citation

Ochkovskaya, Marina, 'The Specific Brand Building for Men in Fashion Luxury Industry' (November 7, 2013). "Changes in Social and Business Environment". Proceedings of the 5th International Conference., Available at SSRN: https://ssrn.com/abstract=2362728

Marina Ochkovskaya (Contact Author)

Lomonosov Moscow State University ( email )

SP-1, Leninskie Gory
Moscow, 119991
Russia

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