How many communication channels on the fashion market to reach a female audience Russia?

PR-Agency Ideas&Solutions conducted a survey of women on the topic, how they learn about new products in the area Fashion&Beauty. The results showed that consumers use a variety of communication channels, among which there is no clear leader: offline and online media, word of mouth, social networks, newsletters, TV/YouTube, in stores or mobile apps.

"The Fashion market, compared to other B2C markets, has a more important communication channels, while the first five are of minimal variance of ratings, comments managing partner of the PR-Agency Ideas&Solutions Sergei Parkhomenko. – Along with the presence of a "monochannel" consumers, this means that we can't choose one, two or even three channels for full coverage of the beautiful half of Russia. Fashion-market is doomed to use PR-mix of a minimum of offline and online media, social media marketing and word of mouth."

TOP 5 communication channels are: word of mouth, for 39.5 per cent of the 400 respondents it is a source of information about novelties in the industry of fashion and beauty; a distribution called the 38.1% of respondents; the social network – 35,7%, sites – 34,8%, the press – 33,6%.

Noteworthy is the fact that distribution and mobile apps are in the TOP 10 of the channels of communication only on the fashion market. Distribution in second place, trailing the word of mouth and mobile app used by 8% of respondents. Leaders survey of steel app AliExpress, Lamoda, Wildberries.

YouTube and TV occupied the 5th place among the communication channels. Lately there is a mixture of TV shows, and blogs to YouTube channels. Thus, the market of cosmetics the leader of the survey became a famous beauty blogger Elena Krygina, she managed to get around the known transmission on Federal channels: "Remove it immediately", "Fashion verdict", etc. "For PR specialists is an effective channel of interaction with the target audience, in this case to reach a female audience do not have to use bloggers-millionaires, "average" bloggers are often working more productive," commented head of the working group Fashion PR-Agency Ideas&Solutions Ellina Bessonova.

The study revealed another interesting fact – the presence in the top of the classic print media. A large percentage of respondents called offline media as a source of information about fashion updates. In the study mentioned 90 publications, among them the leading position occupied by Cosmopolitan, Glamour, Lisa, Vogue, ELLE.

"Abandon the printing press in the fashion market can not, because a huge part of the audience still reads offline media. In General, print media are not of much losing sites and given that traffic actively gone online shopping, it turns out that online offline media are inferior in terms of audience," – said Ellina Bessonova.