Kreiranje i upravljanje modnim brendovima

master's thesis

• Title (english): Creating and Managing Fashion Brands
• Author: Niko Lulić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2019-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Brendiranje modnih proizvoda nužna je djelatnost modnih kompanija u današnjem svijetu zasićenosti modnih brendova. Od uspostavljanja vrijednosti i pozicioniranja brenda pa sve do mjerenja uspješnosti, modni brend svojim djelovanjem mora biti konstantan u pružanju kvalitete proizvoda i dobre komunikacija s publikom. Postavljanje okvira vizualnog identitet tvrtke bitno je za stvaranja prepoznatljivosti u oku publike. Potrošačima je popularnost brenda sve važnija stavka pri odabiru odjeće budući da logo na njihovoj odjeći njima prepisuje i karakteristike brenda koji nose. Brend se može kreirati i upravljati na različite načine, stoga velike modne korporacije poput H&M preferiraju konstantnu opskrbu i učestalo praćenje stila svojih kupaca, dok manji i noviji brendovi poput Vetementsa ciljaju na specifične javnosti osebujnih karakteristika koje popularnost šire i na opću publiku. Brend svoj stil i imidž može drastično promijeniti s pozitivnim posljedicama na popularnost brenda i profit kao što je slučaj Gucci-a. Mladi modni brendovi taktike brendiranja započinju od početka djelovanja brenda kroz uspostavljanje svoje vrijednosti i taktika pronalaska idealnog kupca kroz ciljane javnosti pomoću alata kao što su društvene mreže i modne događaje.

Abstract (english)

Branding efforts for a fashion company are essential in todays oversaturated fashion industry. From establishing brand values and positioning a brand to measuring success, a fashion brand needs to be constant in its offered quality and audience communication. Establishing a visual identity is necessarry in creating familiarity in the eyes of the public. Brands popularity is an increasingly important shopping value due to the brands logo reflecting some of the brand value on the consumer wearing the clothing item. A fashion brand can be managed in many ways, therefore big fashion corporations such as H&M prefer constant supply and demand model and extensive style monitoring, while newer and smaller fashion brands such as Vetements aim for specific customers with more unique style, which is then reflected on the general public from those customers themselves. A brand can change its style and image drasticly to positive feedback from targeted audience and increase in profit, such as in case of Gucci rebranding. New fashion brands start their branding efforts from the very start through early establishing of brand values and development tactics such as finding ideal customers through social media and fashion events.

• Keywords: modni brend; brendiranje; modna industrija; stil; modni marketing
• Keywords (english): fashion brand; branding; fashion industry; fashion marketing; style
• Language: croatian
• URN:NBN: urn:nbn:hr:114:818300
• 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: Closed access
• Created on: 2019-11-26 10:22:00