Polish fashion brands in minds of young consumers

Authors

  • Barbara Mróz-Gorgoń Uniwersytet Ekonomiczny we Wrocławiu

DOI:

https://doi.org/10.29015/cerem.149

Keywords:

fashion, textile industry, brand image, brand awareness, strategy

Abstract

Poland’s political transformations and the ever-growing globalization caused by the increased popularity of internet and social media, have led to changes in the behaviour of buyers in both the luxury goods market (haute couture) and the market for products destined for mass consumption (prêt-à-porter). The aim of this article is to present the structure and development of the Polish clothing industry and the perception of Polish fashion brands by young consumers. The conclusions of the article are based on literature studies and the author’s research.

References

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Taylor D. (2010), Wizja marki. Jak zachęcić pracowników do wpływania na rozwój firmy, Warszawa, Oficyna a Wolters Kluwer business.

Urbanek G., Kosińska K. (red.) (2002), Zarządzanie marką, Warszawa, Polskie Wydawnictwo Ekonomiczne.

Zboralski M. (2000), Nazwy firm i produktów, Polskie Wydawnictwo Ekonomiczne, Warszawa 2000.

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Issue

Vol. 15 No. 3 (2015)

Section

Articles

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