Review article

Contemporary trends, fashion industry and increasing importance and role of public relations

Milovan Vuković ; University of Belgrade; Technical Faculty in Bor, Serbia *
Aleksandra Vuković ; Academy of Technical and Art Applied Studies, Belgrade; School of Railroad Transport, Serbia,
Snežana Urošević orcid.org/0000-0002-6647-0449 ; University of Belgrade; Technical Faculty in Bor, Serbia

* Corresponding author.

Abstract

The development of new communication technologies and numerous crisis situations affect all aspects of society. Social media are integrated into contemporary world, which means, vast majority of people are exposed to what they see online, especially, when it comes to fashion. It becomes difficult not only for customers to follow trends, but also for companies to advertise and sell their products. Numerous fashion companies are exposed to various threats; above all, the decrease in the demand for specific products. These companies try to find out more appropriate mechanisms to face the consequences of new challenges. Crisis management in a systematic way within a company seems to be one of possible tools in order to reduce the adverse effect of undesired events. Solving any problem mainly depends on the level of public relations development as a recognizable business function. The crucial goal of this study is to highlight the role of public relations from the standpoint of companies that dominate in the fashion industry. The first part of the paper depicts the role of public relations in general. The central part of this paper focuses on public relations practices that deal with the advancement of new communicative practices and crisis situations. The possible communication strategies, developed within public relations field that can help the fashion industry to resolve any problem under conditions of risk, were considered as well.

Keywords

public relations; new communicative practices; crisis situations; fashion industry; customer relations

Hrčak ID:

341771

URI

https://hrcak.srce.hr/341771

Publication date:

16.6.2025.

Article data in other languages: croatian

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