Marketing mode u industriji tekstila i odjeće

Scientific paper - Preliminary note / Short communication

• Title (english): Fashion Marketing in Textile and Clothing Industry
• Author: Alica Grilec Kaurić
• Author's institution: University of Zagreb; Faculty of Textile Technology; (Department of Fashion Design)
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Textile Technology; Clothing Technology

Abstract (croatian)

Marketing mode istražuje povezanost modnog dizajna i marketinga uključujući razvoj, promociju, prodajne i cjenovne aspekte u industriji mode. Uspješni marketinški menadžeri svjesni su da su ključni elementi marketinga mode prepoznavanje potrošačkih trendova, izgradnja jakih marki i stvaranje pozitivnog imidža proizvođača. Kako bi se projicirao budući razvoj marketinga u industriji tekstila i odjeće Republike Hrvatske, provedeno je izviđajno istraživanje putem osobnih intervjua sa stručnjacima koji samostalno upravljaju marketinškim odjelima ili, ukoliko ne postoje takvi odjeli, upravljaju poduzećima koja proizvode tekstil i/ ili odjeću, te donose sve odluke vezane za provođenje marketinških aktivnosti. Istraživanje je pokazalo da se u hrvatskoj industriji tekstila i odjeće u nedovoljnoj mjeri primjenjuje marketing unatoč rastućoj važnosti upravljanja markama. Zbog nedovoljnih marketinških znanja i neodgovarajućeg upravljanja markama razvoj marke u industriji mode postaje jednim od kritičnih čimbenika u uspješnom poslovanju u industriji tekstila i odjeće.

Abstract (english)

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 (croatian): marketing; moda; industrija tekstila i odjeće; upravljanje markama
• Keywords (english): marketing; fashion; textile and clothing industry; brand management
• Language: croatian
• Language: english
• Publication type: Scientific paper - Preliminary note / Short communication
• Publication status: Published
• Peer review: Peer review
• Publication version: Published version
• Journal title: Market-Tržište
• Numbering: vol. 21, no. 2, pp. 219-234
• p-ISSN: 0353-4790
• e-ISSN: 1849-1383
• URN:NBN: urn:nbn:hr:201:595612
• Publication: 2009
• Document URL: file:///C:/Users/a03w10/Downloads/Trziste_2009_2_Grilec_Kauric.pdf
• Type of resource: Text
• Access conditions: Open access
• Created on: 2017-02-09 11:08:18