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

DOI

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.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - 10.2991/icemw-18.2018.48
ID  - Yampolskaya2018/08
ER  -