Preliminary communication

Fashion marketing in textile and clothing industry

Alica Grilec Kaurić orcid.org/0000-0002-9845-6297 ; Tekstilno-tehnološki fakultet

Abstract

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.

Keywords

marketing; fashion; textile and clothing industry; brand management

Hrčak ID:

53124

URI

https://hrcak.srce.hr/53124

Publication date:

22.12.2009.

Article data in other languages: croatian

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