Perception of fashion brands by consumers in Serbia
Fashion phenomenon has always attracted attention, but this topic has never been as popular as it is now. Fashion industry permeates all the aspects of human society and it portrays the time we live in the best way. Globalization of fashion and internalisation of doing business in fashion industry h...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2012-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2012/0354-34711202157O.pdf |
| Summary: | Fashion phenomenon has always attracted attention, but this topic has never been as popular as it is now. Fashion industry permeates all the aspects of human society and it portrays the time we live in the best way. Globalization of fashion and internalisation of doing business in fashion industry have conditioned moving all the important business functions to the countries with noticeably cheaper price of all the resources which has influenced reduction of the cost of fashion products. Textile industry in Serbia, once successful branch of the processing industry, is faced with foreign competition which has succeeded in positioning in the domestic market and attracting wide range of consumers. The research concerning consumers' preferences about fashion brands by determining which factors influence consumers the most while shopping will present the current situation in fashion industry of Serbia. By taking all brand characteristics into account (quality, price, design, commodity, prestige), we can determine the differences in evaluating the factors which apply to choosing garments by examinees regarding their gender, age and market they buy the products on. The case study showing how the consumers from Serbia and abroad see Mona fashion brand will be presented in the research. |
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| ISSN: | 0354-3471 2334-8364 |