Fashion marketing in textile and clothing industry
Fashion marketing explores connection between fashion design and marketing including development, promotion, sales and price aspects of fashion industry. Successful fashion marketing managers are aware that the most important fashion marketing elements are customer trend identification, building str...
| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2009-12-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/81066 |
| _version_ | 1819156468943814656 |
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| author | Alica Grilec Kaurić |
| author_facet | Alica Grilec Kaurić |
| author_sort | Alica Grilec Kaurić |
| collection | DOAJ |
| description | Fashion marketing explores connection between fashion design and marketing including development, promotion, sales and price aspects of fashion industry. Successful fashion marketing managers are aware that the most important fashion marketing elements are customer trend identification, building strong brands and creating positive image of the producers. This paper presents the findings of a research conducted for the purpose of identifying trends in marketing sector in textile and clothing industry in Croatia. The research was conducted through personal interviews with marketing and company managers in Croatia. The research identified that marketing is insufficiently implemented in Croatian textile and clothing industry, despite growing brand management importance. However, because of lack in marketing knowledge and bad brand management, development of fashion brand is the most critical factor in successful business activity in textile and clothing industry. |
| first_indexed | 2024-12-22T15:53:21Z |
| format | Article |
| id | doaj.art-bdc2d9f2062844be8f5b4b62db647d5f |
| institution | Directory Open Access Journal |
| issn | 0353-4790 |
| language | English |
| last_indexed | 2024-12-22T15:53:21Z |
| publishDate | 2009-12-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj.art-bdc2d9f2062844be8f5b4b62db647d5f2022-12-21T18:20:51ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47902009-12-01212219234Fashion marketing in textile and clothing industryAlica Grilec KaurićFashion marketing explores connection between fashion design and marketing including development, promotion, sales and price aspects of fashion industry. Successful fashion marketing managers are aware that the most important fashion marketing elements are customer trend identification, building strong brands and creating positive image of the producers. This paper presents the findings of a research conducted for the purpose of identifying trends in marketing sector in textile and clothing industry in Croatia. The research was conducted through personal interviews with marketing and company managers in Croatia. The research identified that marketing is insufficiently implemented in Croatian textile and clothing industry, despite growing brand management importance. However, because of lack in marketing knowledge and bad brand management, development of fashion brand is the most critical factor in successful business activity in textile and clothing industry.http://hrcak.srce.hr/file/81066marketingfashiontextile and clothing industrybrand management |
| spellingShingle | Alica Grilec Kaurić Fashion marketing in textile and clothing industry Tržište marketing fashion textile and clothing industry brand management |
| title | Fashion marketing in textile and clothing industry |
| title_full | Fashion marketing in textile and clothing industry |
| title_fullStr | Fashion marketing in textile and clothing industry |
| title_full_unstemmed | Fashion marketing in textile and clothing industry |
| title_short | Fashion marketing in textile and clothing industry |
| title_sort | fashion marketing in textile and clothing industry |
| topic | marketing fashion textile and clothing industry brand management |
| url | http://hrcak.srce.hr/file/81066 |
| work_keys_str_mv | AT alicagrileckauric fashionmarketingintextileandclothingindustry |