publication . Other literature type . 2013

Specifics of marketing strategy in the segment of high fashion

Butigan, Ružica; Grilec Kaurić, Alica; Ujević, Darko;
Open Access English
  • Published: 01 Jan 2013 Journal: International journal of multidisciplinarity in business and science, volume 1, issue 1 (eissn: 1849-0581, Copyright policy)
  • Publisher: Accent d.o.o.
The success of high fashion designers is not only in a specificity of the products but also in specific and very well executed marketing strategy. Emphasis is placed on the design of very specific marketing program and marketing strategies that must concider all the characteristics of the high fashion market. Therefore, a scientific research problem is defined as follows: although the market of high fashion at first glance does not imply a completely different marketing approach than other fashion market, its needs are quite specific and require specific marketing program and strategies. The subject of research was to explore all the specifics of high fashion ma...
free text keywords: high fashion; marketing strategies; marketing mix
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