Moda - strast in posel

magistrsko delo

Darinka Kazić (Author), Goran Vukovič (Mentor)

Abstract

Če ni strasti, ni posla. Cilj vsakega posla je prodaja. Lahko imamo še tako odličen modni izdelek ali storitev, če ostane za zidovi ustvarjalcev, je v svetu potrošnje vreden manj kot nič. Enaka usoda doleti nezanimive izdelke, ki jih kupci ne opazijo. Rešitev ponuja novi management blagovnih znamk. Zmagovalci jo poznajo. V teoretičnem delu spoznavamo, kaj je novodobni management blagovnih znamk ter da ima prav trženje ključno vlogo v modnem poslovnem svetu. Opravljanje trženjske funkcije zahteva kompleksna znanja: od poznavanja kupcev, zakonitosti tako globalnega trga kot mikrotržnih niš, finančnih gibanj, do soustvarjanja in postavljanja strategije blagovnih znamk ter s tem izvajanje ciljev podjetja. Predstavljamo lastnosti blagovnih znamk, ki so pomembne za kupce in podjetja, njihovo vrednost, pravno zaščito ter prepletenost 7xP elementov marketinškega spleta (izdelka oz. storitve, cene, razpečave, promocije, ljudi, izvajanja) s ciljnim trgom in kupci. Ponujamo odgovore na vprašanja: kako nastajajo modne kolekcije, kdo jih oblikuje, kako do modnih informacij, zakaj imajo modne hiše različne cenovne nivoje kolekcij in več blagovnih znamk, kakšna življenjska doba se zanje pričakuje, kdo odloča o vodilnih trendih sezone, kakšne so vrste oglaševanja, kakšni so načini prodaje in zakaj so pomembne poprodajne aktivnosti. Blagovne znamke iz sveta mode, H&M, ZARA, LVMH, PPR, nam odkrivajo svoje poti do uspeha, česar žal ne moremo povedati o večini slovenskih proizvajalcev, medtem ko slovenski oblikovalki Nataša Čagalj in Lara Bohinc predstavljata sam vrh svetovnega modnega oblikovanja. Novodobni management skriva tudi svoje temne plati, kar navajamo v podpoglavju 2.8: Blagovne znamke — poštena laž ali pravica izbire. Modni del odkriva pomembnejše zgodovinske izdelke, navade in dogajanja, ki so vplivala na nastanek blagovnih znamk, ki jih poznamo še danes. Lepo oblikovano in nadišavljeno telo z ustreznim oblačilom pomembno vpliva na ustvarjanje prvega vtisa. S tem namenom predstavljamo, kakšna so poslovna in protokolarna oblačila za oba spola. Raziskovalni del nam ponuja odgovore na sledeče teme, ki se nanašajo na Slovenijo in njene prebivalce: - kakšna je pomembnost potrošnje slovenskih kupcev za njihov zunanji videz, - kako povezujejo nakupe parfumske kozmetike s prestižnimi blagovnimi znamkami, - katere modne izdelke Slovenci/-ke pogosteje nakupujejo - oblačila ali dodatke, - ali mlajše generacije v Sloveniji kupujejo oblačila domačih proizvajalcev, - ali se Slovenci/-ke zavedajo prednosti pravilno izbranega oblačila in - ali je kultura oblačenja vključena v izobraževalne procese. Modo in njeno nevidno ozadje ustvarjajo ljudje s kompleksnim znanjem in svetovljansko širino.

Keywords

blagovna znamka;management blagovnih znamk;moda;

Data

Language:	Slovenian
Year of publishing:	2009
Source:	Kranj
Typology:	2.09 - Master's Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[D. Kazić]
UDC:	391
COBISS:	6568211
Views:	3547
Downloads:	512
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	FASHION-PASSION AND BUSINESS
Secondary abstract:	There is no business without passion and no business exists without selling. Even a desirable, fashionable product or service is worthless in the world of consumption, if it is locked behind a creator’s wall. Equal fate befalls uninteresting products which buyers don't notice. Successful entrepreneurs know that new brand management offers the solution. In the theoretical section, we identify the meaning of modern brand management and the key role of marketing in the fashion business. The function of marketing demands an intricate knowledge of various areas: comprehension of customers, legal regulations of both the global market and micro market niches, and financial trends, as well as the creative factor of ensuring the brand strategy coincides with the goals of the company. We are introducing brand characteristics – important for buyers and companies – their value, legal protection, and how the 7 x P marketing mix elements (product or service, price, place, promotion, people, processing and physical evidences) relate to the target market and buyers. Our project offers answers to the following questions: how fashion collections occur, who designs them, how to get information on fashion, why fashion houses have varying price levels of collections and divers proprietary brands, what are the expected life cycles, who determines the season’s leading trends, what types of advertising are available, why different selling approaches are utilized, and why relation marketing is so important. Brands from the world of fashion, such as H&M, ZARA, LVMH, and PPR, have proven their success in the industry. Unfortunately, this model has not been copied by the majority of Slovene manufacturers, despite Slovene designers Nataša Čagalj and Lara Bohinc representing the pinacle the world fashion design. Modern management is also hiding its dark side, which we detail in chapter 2.8: Brands – an Honest Lie or the Right to Choose. The fashion section presents the more important historical products, habits, and milestones which have influenced brand creation, and are still known today. A beautifully sculpted and perfumed body, outfitted in appropriate clothing, significantly influences the creation of a first impression. In this section we are introducing business attire and formal clothing for both genders. The research section is offering answers to the following themes, with specific reference to Slovenia and its population: - the importance Slovene buyers put on their image, - how they relate consumption of perfumes to the prestigious brands, - which fashion items are more often purchased by Slovenes– clothes or accessories, - do younger generations in Slovenia buy clothes made by domestic producers, - do we see any signs of fashionable image awareness among the Slovene population, - do we see any signs of incorporation of fashion – image issues into the education curriculum in Slovenia. Fashion and its invisible background are created by cosmopolitan people with complex knowledge.
Secondary keywords:	brand;brand management;fashion;clothing;shopping habits.;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	130 f.
Keywords (UDC):	social sciences;družbene vede;cultural anthropology;ethnography;customs;manners;traditions;way of life;etnografija;ljudska kultura;običaji;costume;clothing;national dress;fashion;adornment;narodne noše;oblačilna kultura;moda;okras;
ID:	987597