Stručni rad

https://doi.org/10.31881/TLR.2018.vol1.iss2.p64-71.a5

Launching a New Brand of Women’s Underwear

Ivana Kojundžić orcid.org/0000-0003-0404-5209
Alica Grilec orcid.org/0000-0002-9845-6297 ; University of Zagreb Faculty of Textile Technology, Department of Clothing Technology
Ksenija Doležal ; University of Zagreb Faculty of Textile Technology, Department of Clothing Technology
Irena Šabarić ; University of Zagreb Faculty of Textile Technology, Department of Clothing Technology

Sažetak

Women’s underwear plays a significant role in everyday clothing. Underwear serves a number of equally important purposes. High aesthetic requirements have to be fulfilled as well as those of protection and comfort. Therefore, the idea of launching a new fashion brand of women’s underwear is presented in this paper. The main purpose of the paper is the description of the development of a new brand of luxury underwear including the introduction of several economic phases which are cover mission, vision, brand goal, SWOT analysis and 7P marketing mix.

Ključne riječi

Underwear; fashion brand; SWOT analysis; 7P marketing mix

Hrčak ID:

205138

URI

https://hrcak.srce.hr/205138

Datum izdavanja:

3.9.2018.

Posjeta: 2.266 *