Features of marketing management of behaviour of the buyer in the industry of fashion

The article analyzes the marketing approaches to the management of consumer behavior in the fashion industry, highlights the impact of the brand in the buyer's choice and methods of marketing, traced new directions of interaction with the consumer, it clarifies the types of behavior of buyers in Russia today. The object of study is the relationship in the market that affect the behavior of the buyer in the fashion industry. As a result of the tendencies of the fashion market, especially the development of the Russian fashion industry, the level of marketing brand management and the reasons for the lack of popular and affordable brands and brands. Noted deficiencies Russian fashion industry, associated with low quality goods and discrepancy fashion laws. Directions marketing management of consumer behavior based on the analog influence the use of benchmarking, the development of own brands, price optimization in accordance with the solvency and the interests of consumers.