Marketing Communication of Luxury Goods in Russia

My primarily objective of the thesis is to recommend luxury companies to use event marketing, PR and advertising in lifestyle magazines as marketing communications tools to promote luxury goods in the Russian market. My secondary objective is to analyze different theories on "luxury" and "luxury marketing" in order to better understand the specifics of luxury industry as well as the difference in promotion tools between high-end and mass goods. For the purpose of the study, secondary data were collected from various sources. The research leads to the conclusion that the most suitable marketing communication tools include event-marketing, PR and moderate image support in lifestyle magazines. Creative solutions in the field of promotion used by Russian operators must be consistent with the philosophy of the brand, its exclusive image and reputation. Another key finding of the research is that in lifestyle magazines, luxury brand advertising is about stronger visuals and fewer words.