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The Use of Marketing Communications in the Clothing Industry in Slovenia

General problems of the fibre and textile industries

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Abstract:

This article presents the role of marketing communication research in the clothing industry in Slovenia. The aim of our research was to show how these clothing and textile companies use a marketing communication mix for the promotion of products and brands. Our findings suggest that a properly used marketing communication mix is a factor for success in the Slovenian clothing industry. The research results address three groups of companies. Companies with a more developed brand name place more importance on advertising in the marketing communications mix, while the second and third groups of companies give more importance to personal selling. Differences between the groups are obvious, and these correlate to the development of a brand name.

Tags:

fashion, clothing industry, fashion clothes, fashion marketing, brand name, marketing communications

Published in issue no 1 (60) / 2007, pages 11–15.

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FIBRES & TEXTILES
in Eastern Europe
ul. Skłodowskiej-Curie 19/27,
90-570 Łódź, Poland
e-mail: infor@lit.lukasiewicz.gov.pl
ftee@lit.lukasiewicz.gov.pl
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EDITORIAL OFFICE
FIBRES & TEXTILES in Eastern Europe 19/27 M. Skłodowskiej-Curie Str., 90-570 Łódź, Poland e-mail: infor@lit.lukasiewicz.gov.pl; ftee@lit.lukasiewicz.gov.pl

EDITORIAL DEPARTMENT
Editor-in-Chief Dariusz Wawro, Head of Editorial Office Janusz Kazimierczak, Text Editor Geoffrey Large, Assistant Editor Anna WahlProduction Łukasiewicz-ŁIT

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