Russian Fashion Brands Resort to 'Tearful Marketing' Amid Falling Sales

Russian clothing and jewelry brands have started appealing directly to customers for support, organizing large-scale sales and warning about possible closures, according to Kommersant. Viktoria Moldavskaya, founder of the jewelry brand Viva La Vika, asked her followers to purchase items from her store. She offered a 30 percent discount to those who respond to the appeal. Gate31 (women's clothing brand) resorted to a similar approach and promised to maintain discount opportunities for engaging customers.