Digitalna modna komunikacija

undergraduate thesis

• Title (english): DIGITAL FASHION COMMUNICATION
• Author: Grgo Žonja
• Mentor: Alica Grilec (mentor)
• Committee member: Žarko Paić (predsjednik povjerenstva)
• Committee member: Alica Grilec (član povjerenstva)
• Committee member: Renata Hrženjak (član povjerenstva)
• Committee member: Ksenija Doležal (član povjerenstva)
• Granter: University of Zagreb; Faculty of Textile Technology; (Department of Fashion Design); Zagreb
• Defense date and country: 2018-07-19, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Textile Technology; Textile and Clothing Design

Abstract

U ovom završnom radu na temu „Digitalna modna komunikacija“, raspravlja se nastanak ove discipline i njen trenutni status u svijetu oglašavanja i mode. Najprije, upoznavanjem s terminom „brza moda“ i općenito modnim marketingom, a zatim detaljnim obrazloženjem pojma „digitalna modna komunikacija“. U zadnjem dijelu završnog rada, praktičnim primjerom se prikazuje na koji je način digitalna strategija poduzeća „Fashion Nova“ ostvarila izvanredne i iznenađujuće rezultate u kratkom vremenskom roku u odnosu na ostale konkurente brze mode.

Abstract (english)

This thesis entitled „digital fashion communication“, discusses the origins of this discipline and it's current importance in the world of advertisement and fashion. Firstly, by deconstructing the term „fast fashion“ and fashion managment in general, and secondly, by devolving the term „digital fashion communication“ in a more detailed way. With the last part of the thesis, a practical example is studied to explain the surprising and extraordinary success of the digital strategy used by the company „Fashion Nova“ in comparison to other competitors in the fast fashion business

• Keywords: društvene mreže; komunikacija; moda; internet trgovina; brza moda; marketing
• Keywords (english): social media; communication; fashion; on-line shopping; fast fashion; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:201:030020
• Study programme: Title: Textile and Fashion Design; specializations in: Fashion Design, Textile Design; Course: Fashion Design; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka tekstilnog i modnog dizajna (sveučilišni/a prvostupnik/ prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka tekstilnog i modnog dizajna)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2018-09-03 11:40:03