The fashion industry has evolved noticeably over the past few decades. Fashion products that used to be luxury items are now considered as basic commodity products and bought by almost all segments of the society. Factors that may contribute to this growing demand for fashion products is the continuous low prices that may be brought about by an increasing number of target markets and transferring the production sites to developing countries…
Contents
INTRODUCTION
THEORETICAL FRAMEWORK
BRAND AWARENESS
FASHION JOURNALISM / MEDIA
ADVERTISING
MARKET ORIENTATION STRATEGY
CUSTOMER FOCUS
COMPETITOR FOCUS
INTERFUNCTIONAL COORDINATION
MARKET ORIENTATION AND BRANDING
MODEL
METHODOLOGY
MARKET ORIENTATION STRATEGY
ZARA
ADVERTISING STRATEGY
BENETTON
MANGO
TOPSHOP
METHOD
FASHION MEDIA
DATA GATHERING
ANALYSIS OF DATA
DIFFERENT TYPES OF MEDIA
DIFFERENT TYPES OF EXPOSURE
ADVERTISEMENTS
CONCLUSIONS
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Author: Hägglund, Charina Montemar
Source: Uppsala University Library
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