Efficiency of advertising in terms of the clothing shop "Gloria Jeans"

The relevance of this work is that advertising positively influences the development and production of new types of goods and services, provides effective ways to inform consumers about their appearance. When manufacturers develop a new product, they turn to the advertiser, and subsequently, if the advertisement is effective, then the demand for this product will increase. After all, people often looking at advertising make decisions about whether to buy the goods or not.

Advertising is something that has some impact on the level of market competition. In some sectors of the mass goods or services market, a large amount of investment in advertising leads to the fact that buyers prefer precisely the most advertised brands. Thus it turns out to be a serious barrier for competitors [1].

Every year advertising and marketing costs are increasing, which is explained by the fact that without advertising any enterprise cannot function fully, since advertising every year begins to play an increasing role in the lives of both producers and consumers [2].

The main goal of "Gloria Jeans" is to increase the company's profitability by creating a strong brand of a Russian manufacturer of quality clothing, selling at affordable prices and basing on the principles of socially responsible business.

The tasks of "Gloria Jeans":

• •    to increase the company's sales;

• •    to increase traffic to attendance stores;

• •    to improve the quality of customer service;

• •    to expand the retail network of the company on the territory of the Russian Federation and enter foreign markets;

• •    to form a stable client base, keep regular customers;

• •    to increase interest in the company's products from all target groups, especially the category "girls / guys 13+";

• •    to introduce a new concept of the retail chain of stores "Gloria Jeans" design and new standards of merchandising;

• •    to create effective long-term communications with the consumer

Segmentation is also the main aspect of a successful advertising campaign. Correct definition of target audience helps to form their consumer preferences, highlight what they are interested in and consequently achieve the goal. The main sign of the segmentation of products "Gloria Jeans" - sex and age. Therefore, since the firm provides goods for a broad target audience, they must be subdivided according to the age of the child or adolescent. The segmentation of customers "Gloria Jeans" conducts according to the age criterion. The assortment is divided into four age groups for boys and girls: up to 2, from 2 to 9, from 8 to 14 years and 13+ - clothes for girls and boys. This is reflected in the design of stores, their separation for ease of navigation and the location of goods on shelves and hangers.

As for price segmentation, it is not the main one. The enterprise operates in the middle and lower middle price segment, the prices for goods are in the framework of a uniform pricing policy and are identical throughout the retail network.

The allocation of such segments is explained by the degree of influence on the decision to purchase. The older the category, the more independent the choice, it is possible to select the most effective methods of communication and promotion of goods for each group. The assortment in each of the categories is similar - everyday, festive, sportswear, shoes, underwear and accessories stand out. The result was a development strategy: a balance between fashion, quality and best price.

In addition, in order to implement an effective advertising policy, it is necessary to analyze the activities of competitors and "Gloria Jeans" implements it. As the main competitors are considered companies that work in the Russian market, that produce clothing, are in the same price segment and have in their range a children's clothing line.

Evaluating the features of advertising communications of competitors, it can be said that the most significant difference between GJ and competitors is the lack of a clear focus on a certain audience, because the brand is quite extensive. The second significant difference is the "mood" of the brand. The brand "Gloria Jeans", unlike other brands, is less fashionable and stylish in comparison with its competitors.

Competition plays a key role here. It is the evaluation of the activities of competitors that forces the company to implement a more successful advertising policy, thereby the firm seeks to correct its gaps and shortcomings.

The results of the competitiveness analysis of the goods allow to make marketing decisions related to prices and contribute to the development and improvement of those attributes that determine the consumer's choice of a certain product from among the competitors products [3].

So, some respondents gave the proposals for improving the activities of the enterprise "Gloria Jeans":

• 1.    To make clear areas for children and adults. Place GJ on the "children's floors" in the shopping center, where there are other children's shops. Result: clear zones for children and adults in stores have been created;

• 2.    "To remind yourself" - the presence of widespread advertising. Result: an active advertising policy is being implemented;

• 3.    To create a special line of clothes for the school and a premium line, a little more quality. Result: clothes for schoolchildren are available, however, of the same quality;

• 4.    To continue frequent sales. Result: sales are very often, large discounts on goods;

• 5.    To maintain a balance of quality at a reasonable price. Result: low prices;

• 6.    Sort clothes for a specific occasion, choose the right sets. Result: a small number of matched sets [4].

To achieve optimal results, it is necessary to refresh the brand styles, because most often it is perceived not fashionable by teenagers.

It is necessary to interact more with the media and the public, create a news field around the company. It should be noted that the company is making sure steps in this direction: for example, "Gloria Jeans" is a sponsor of the program on a well-known television channel, thereby actively advertising itself and its clothes.

Thus, summarizing all the above, it can be argued that with the right organization, advertising is very effective, contributes to the rapid uninterrupted sales of products, and most importantly to meet the needs of both producers and consumers. And based on the key aspects of advertising and marketing activities of the company, it can be judged that "Gloria Jeans" conducts a quite effective advertising policy. Sometimes mistakes are made, but they are corrected by listening to the interests of consumers.