Massovka is a chain of fashionable clothing stores in a low price segment. Street retail with a huge assortment and the stores are located in the regional centers and the towns of Russia. During the research, it became clear that the consumers want to buy inexpensive, beautiful clothes that don't look cheap. They do not pay attention to the quality as they are limited in funds, the main task is to look like buyers of middle price segment stores, but for less money.