The Ability to Build a Brand in the Single European Market for the Polish Sportswear Sector
General problems of the fibre and textile industries
Author:
- Malinowska-Olszowy Monika
Department of Global Economy and Textile Marketing, Technical University of Lodz, Łódź, Poland
 Full text | Abstract: Integration with the European Union is connected with the necessity to adjust Polish light industry to function in the common market, which mostly requires enhancing the competitiveness of products. So far, results of the restructuring process have been inadequate for the stable functioning of this sector. It is necessary to introduce a strategy which will show the right path for preparing enterprises to compete in the Single European Market. The aim of the article is to see whether Polish sportswear producers are forming and executing successful brand strategies and other marketing actions in order to compete in the Single European Market. To do so, empirical studies using questionnaires were carried out among Polish sportswear producers. Thanks to this paper it is possible to specify the direction of future changes and activities in order that the clothing industry has a chance to rebuild and hold a strong position both in Poland and abroad. Another aim is to increase awareness among businessmen that a strong brand is the most precious company asset, and it should be placed atthe top of the list, underlying the whole management of a company. |
Tags: Polish sportswear market, brand strategy, management.