Proceedings of the International conference "Economy in the modern world" (ICEMW 2018)

Positioning of innovative goods in the example of the transforming clothes market

Authors
Diana Yampolskaya, Dmitry Turusin
Corresponding Author
Diana Yampolskaya
Available Online August 2018.
DOI
https://doi.org/10.2991/icemw-18.2018.48How to use a DOI?
Keywords
innovative product, transforming clothes, clothes market, fashion retail industry, positioning, principles of branding
Abstract
Positioning of an innovative product presents is not an easy matter on any market. The world clothes market is seldomly presented with such innovations, let alone the Russian clothes market which falls behind the markets in the West in many positions, which makes the problem of introducing a new product to this market a complicated issue. To identiy a way to approach positioning of innovative goods, the authors of this article have researched the Russian clothes market and various approaches to innovative products promotion, so that an effective approach to positioning can be developed for such innovation as "transforming clothes". In this article the target group and its needs are identified to present the main requirements to the positioning this innovative product.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Volume Title
Proceedings of the International conference "Economy in the modern world" (ICEMW 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
August 2018
ISBN
978-94-6252-599-3
ISSN
2352-5428
DOI
https://doi.org/10.2991/icemw-18.2018.48How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Diana Yampolskaya
AU  - Dmitry Turusin
PY  - 2018/08
DA  - 2018/08
TI  - Positioning of innovative goods in the example of the transforming clothes market
BT  - Proceedings of the International conference "Economy in the modern world" (ICEMW 2018)
PB  - Atlantis Press
SP  - 265
EP  - 269
SN  - 2352-5428
UR  - https://doi.org/10.2991/icemw-18.2018.48
DO  - https://doi.org/10.2991/icemw-18.2018.48
ID  - Yampolskaya2018/08
ER  -