This article analyzed the concepts of «stimulation» and «motivation», which are necessary for effective personnel management in the organization, as they help to understand the behavior of employees in different situations. Literature review showed that today there is no clear definition of the terms «motivation» and «stimulation» among various authors. Moreover, many experts do not distinguish between them. Therefore, the purpose of the study is to examine different interpretation of the terms «motivation» and «stimulation» and to study the area of their interaction, because they are certainly interrelated. The research method is the analysis of existing definitions of the concepts «motivation» and «stimulation» by various specialists. According to the results of the analysis, the authors determined that stimulation and motivation are mutually dependent and complementary concepts that interact with each other, but remain different in terms of their meaning in their definitions.

The strategic development of retail is taking place in a fiercely competitive environment. In the context of the coronavirus pandemic and the weakening of the ruble, the development of the strategy has become particularly important for retailers. The apparel market has a number of specific features that significantly affect the formation of the development strategy. One of the most important directions in achieving competitive stability is to optimize logistics costs through the development of the distribution network. The article presents the results of a study of the competitive position of the apparel brand "MOHITO". The study proved the logistics strategy of the retailer in Siberia and the Far East as well-founded. This strategy is based on the organization of a distribution centre in Irkutsk which leads to reorganization of the supply chain of the LPP holding including the retailer "MOHITO". We also provided supporting rationale of the capacity of the potential market of the retailer in Siberia and the Far East in the case of the opening of a reference distribution centre in Irkutsk.