Primerjalna analiza mednarodnega trženja izbranih luksuznih modnih znamk

delo diplomskega projekta

Medeja Rečnik Obrecht (Author), Milan Jurše (Mentor)

Abstract

V diplomskem projektu proučimo in raziščemo mednarodno trženje luksuznih modnih blagovnih znamk s poudarkom na luksuznih modnih znamkah Maison Margiela in Dolce&Gabbana. Gre za blagovne znamke, za katere je zelo pomembno, da si dobro začrtajo strategijo vidnega in manj vidnega dela blagovne znamke in da sta vidni in manj vidni del med seboj dobro povezana. V povezavi s tem pa je vsekakor pomembno usklajeno trženje. Obravnavani luksuzni modni blagovni znamki se z vidika mednarodnega trženja precej razlikujeta, a ko se poglobimo vanju, vidimo, da prav ta različnost in edinstvenost pripomoreta k temu, da sta obe uspešni. Prikazujeta namreč, da se potrošnik lahko z luksuzno modno blagovno znamko poveže na podlagi zunanje ali notranje motivacije.

Keywords

mednarodno trženje;strategija;blagovne znamke;moda;modna industrija;trženjski splet;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[M. Rečnik Obrecht]
UDC:	339.138
COBISS:	12913436
Views:	990
Downloads:	63
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Compe[!]rative analysis of international marketing of selected luxury fashion brands
Secondary abstract:	In this diploma project we studied and researched international marketing of luxury fashion brands with special attention on luxury fashion brands Maison Margiela and Dolce&Gabbana. These brands have to have good strategies in both visual and less visual parts of the brand and a good connection between said parts. Synchronised marketing is important in connection to that. The discussed luxury brands are quite different from the point of view of international marketing, but when we take a closer look we see, that it is that difference and uniqueness that makes them both successful. They show that a consumer can connect with a luxury brand based on either internal or external motivation.
Secondary keywords:	luxury fashion brand;international marketing;strategy;Maison Margiela;Dolce&Gabbana;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	27 str.
ID:	10863205