Osobno brendiranje u modnoj industriji na primjeru Chiare Ferragni

master's thesis

• Title (english): Personal Branding in the Fashion Industry: The Case of Chiara Ferragni
• Author: Dora Jeremić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2021-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U posljednjih nekoliko godina osobno brendiranje je postalo važno za osobe koje žele istaknuti svoje talente, kvalitete i izdvojiti se od konkurencije. Tehnološki napredak i razvoj društvenih mreža pružili su svima mogućnost samopromocije, ali samo rijetki u tome uspiju. Modna industrija se ističe po velikom broju pojedinaca koji se mogu promatrati kao osobni brend zahvaljujući brendu kojeg su kreirali. S obzirom da se radi o dinamičnoj industriji, potrebno je konstantno ulagati u poslovni rast, a primjer izgradnje uspješnog osobnog i modnog brenda je talijanska blogerica i poduzetnica Chiara Ferragni. Karijeru je započela pisanjem bloga i objavljivanjem fotografija, a danas je na čelu dvije tvrtke i ima veliki broj obožavatelja. U vrlo kratkom vremenu postigla je veliki uspjeh i ostvarila brojne suradnje, a njezin način komunikacije i prijateljski stav ističu ju iz mnoštva. Provedenom studijom slučaja nastoji se objasniti kako se gradio njezin osobni brend, a kvalitativnom analizom sadržaja želi se pokazati kako je prikazivana na naslovnicama modnih časopisa. Chiaru Ferragni se smatra jednom od najplaćenijih modnih blogera na svijetu, a dokaz je da je moguće istovremeno biti bloger, influencer, poduzetnik i dizajner.

Abstract (english)

In recent years, personal branding has become important for people who want to highlight their talents, quality and stand out from the competition. Technological progress and the development of social networks have provided everyone with the opportunity for self-promotion, but only a few can succeed. The fashion industry stands out in a large number of individuals who can be viewed as a personal brand thanks to the brand they created. Because it is a dynamic industry, it is necessary to constantly invest in business growth, and an example of building a successful personal and fashion brand is the Italian blogger and entrepreneur Chiara Ferragni. She started her career by writing a blog and posting photos, and today she is the head of two companies and has a large number of fans. She achieved great success and achieved numerous collaborations in a very short time, and her communiciation and friendly attitude make her stand out from the crowd. A case study was contucted to explain how her personal brand was built, and a qualitative content analysis seeks to show how she was portrayed on the covers of fashion magazines. Chiara Ferragni is considered one of the highest paid fashion bloggers in the world, and she is a proof that it is possible to be a blogger, influencer, enterpreneur and designer at the same time.

• Keywords: modna industrija; brend; osobno brendiranje; Chiara Ferragni
• Keywords (english): fashion industry; brand; personal branding; Chiara Ferragni
• Language: croatian
• URN:NBN: urn:nbn:hr:114:635398
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-01-31 12:45:11