Marketinška strategija modne marke Zigman

undergraduate thesis

• Title (english): Marketing strategy of a fashion brand Zigman
• Author: Karla Karangja
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Modna marka Zigman razvila je sveobuhvatnu marketinšku strategiju kako bi se istaknula u konkurentnom modnom tržištu. Njihova strategija usredotočena je na stvaranje prepoznatljivog identiteta marke, uspostavljanje emocionalne povezanosti s ciljanim tržištem i promicanje vrijednosti održivosti i kvalitete proizvoda. Zigman se orijentira na diferencijaciju i pozicioniranje na tržištu kroz kreativni dizajn i inovativne pristupe u proizvodnji odjeće. Koristeći visokokvalitetne materijale i pažljivu izradu, marka naglašava svoju posvećenost izvrsnosti i trajnosti. Osim toga, Zigman se ističe svojim jedinstvenim dizajnom koji odražava suvremene modne trendove i estetiku. Marketinška strategija Zigmana također uključuje snažan digitalni i društveni medijski nastup kako bi se povezala s ciljanim potrošačima. Kroz kvalitetan sadržaj na web stranici, društvenim mrežama i kampanjama e-pošte, marka gradi zajednicu oko svoje estetike i vrijednosti. Osim toga, suradnje s influencerima i poznatim osobama pomažu u proširenju dosega i povećanju svijesti o brandu.

Abstract (english)

Fashion brand Zigman has developed a comprehensive marketing strategy in order to stand out in the competitive fashion market. Their strategy is focused on creating a recognizable brand identity, establishing an emotional connection with the target market and promoting the values of sustainability and product quality. Zigman focuses on differentiation and positioning on the market through creative design and innovative approaches in clothing production. Using high-quality materials and careful craftsmanship, the brand emphasizes its commitment to excellence and durability. In addition, Zigman stands out for its unique design that reflects contemporary fashion trends and aesthetics. Zigman's marketing strategy also includes a strong digital and social media presence to connect with target consumers. Through quality content on the website, social media and email campaigns, the brand builds a community around its aesthetics and values. In addition, collaborations with influencers and celebrities help expand reach and increase brand awareness.

• Keywords: Marketing; Marketing miks; Modno tržište; Modna marka Zigman
• Keywords (english): Marketing; Marketing mix; Fashion market; Fashion brand Zigman
• Language: croatian
• URN:NBN: urn:nbn:hr:148:279848
• Study programme: Title: Business economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije (prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-16 11:14:28