Issue 2, 2006

Andreeva A. N., Ivanova O. E. Global Designer Brands as Modus Operandi of the Russian Fashion Retail

The article analyses the marketing role of the largest fashion retailers (Bosco di Ciliedgi, Mercury Group and JamilCo) in the process of adaptation of the global designer brands marketing mix at the Russian market. The first part of the article shortly introduces the model of globalization of designer brands and defines the stage of the Russian fashion market development according to this model. The activities of the largest Russian fashion retailers specialized on import of the global designer brands are examined in the second part of the article. Here the structure of the Russian fashion retail and marketing approaches of the leading Russian fashion retailers are also observed.

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