Social marketing of "GLORIA JEANS" trademark

In modern market circumstances Russian brands are experiencing not quite prosperous periods. It is difficult to talk about the sustainability of organizations at present. Accordingly, many domestic brands are forced to resort to countermeasures and search for options for withdrawal from the current economic situation. The withdrawal of foreign structures has freed up positions in the Russian market in all areas, but the opportunities for direct business have not increased. The significance of this article is due to the need to identify those elements of the network structure, with the help of which the brand got out not only from the crisis situation, but also changed its reputation on the example of the brand "Gloria Jeans", which after 2016 lost its appeal to a wide consumer audience, but continues to actively function, adapting to its needs.

For citation: Gurushkin P.Yu., Rashadbekov N.R., Zaveryukha A.N. Social marketing of "GLORIA JEANS" trademark. "Telescope": Journal of Sociological and Marketing Research. 2023. N. 4. P. 127-130. DOI:10.24412/1994-3776-2023-4-127-130