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1.
The influence and application of social media in the fashion industry
Ivana Ljumović, 2022, undergraduate thesis

Abstract: Social media marketing proved to be advantageous to all industries. If we consider the huge number of users on social networks and all the advantages they have, as well as their popularity, the fact arises that these networks provide significant business opportunities, i.e., contain great business potential, which they can use if they properly establish communication and advertising through these networks. Nowadays, fashion businesses are investing more time and resources into crafting social media strategies that will further customer loyalty, spread advertising messages, and raise brand awareness. Besides that, social media has a significant impact when it comes to advertising, spreading information, promoting, and selling brands. Social media platforms, such as Instagram, Facebook, YouTube, and Pinterest, are the most popular place for posting and advertising different content. Fashion is an exciting area of constant dynamic changes, and brands need to adapt to it, fashion companies cannot afford to ignore social media. This implies the importance of social media and how fashion firms can use it to their advantage. In conclusion, social media does not replace traditional media, but it does offer consumers pioneering way to interact with the brands they love. Without a doubt, digital media is the latest fashion trend in today's world, and we have every reason to believe in its strength and impact. It is an efficient and effective platform in terms of creating fashion trends and influencers, building brand recognition, and thus being accessible to both existing and potential buyers.
Keywords: social media marketing, fashion marketing, digital marketing, fashion industry, social media strategy, Instagram, customer behavior, social media
Published in DKUM: 14.07.2022; Views: 703; Downloads: 50
.pdf Full text (1,93 MB)

2.
Characteristics branding & brand management in the fashion industry
Snežana Urošević, Bruno Završnik, 2014, published scientific conference contribution

Abstract: Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer wellknown companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products% quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing´s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognised as strategic capital.
Keywords: brand, brand management, branding, fashion industry, marketing strategy, management, marketing
Published in DKUM: 07.08.2017; Views: 2103; Downloads: 148
.pdf Full text (276,18 KB)
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