Consumer trends and their marketing implications in the fashion industry
Journal Title: Debiuty Naukowe Studentów Wyższej Szkoły Bankowej - Year 2018, Vol 18, Issue
Abstract
The article addresses the main aspects of a consumer trend in terms of consumer behawior models. It is also an attempt to describe the most important consumer trends and how they affect brand marketing policy. Based on the review of the most relevant case studies, the author presents implications of trends in the fashion industry and the direction of changes in marketing communication in an attempt to verify the hypothesis stated in the article. The analysis is based on an extensive review of the literature and reports published by trendwatching agencies.
Authors and Affiliations
Katarzyna Alagierska
Keywords
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