Strategija distribucije luksuzne modne marke

master's thesis

• Title (english): Distributin strategy of luxury fashion product
• Author: Katarina Virovac
• Mentor: Mirko Palić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-02-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Modni marketing predstavlja izuzetno bitan i složen segment marketinga u kojemu opstaju samo najkreativniji i najinovativniji pojedinci. Modni svijet se rapidno mijenja stoga je potrebno stalno pratiti promjene kako bi bili u toku, posebno danas kada dolazi do ekspanzije društvenih mreža i online komunikacije koja bitno utječe na ponudu i potražnju. Marketinški stručnjaci su oni koji su zaduženi za pobuđivanje želje za nekim proizvodom kod određenih potrošača, oni stvaraju potražnju za proizvodom svojim promotivnim naporima koji uključuju veliku dozu kreativnog razmišljanja i viđenja do tad neviđenog. Cilj rada je bio kroz studiju poslovnog slučaja na primjeru poduzeća iz poslovne prakse – poduzeća Michael Kors, prikazati i analizirati trendove modnog marketinga i specifičnosti kanala distribucije luksuznih modnih proizvoda/maraka na odabranom primjeru poduzeća iz modne industrije. Nadalje, rad prikazuje izbor kanala distribucije, sudionike distribucije te troškove distribucije. Primarni podaci su prikupljeni kroz kvalitativno istraživanje metodom dubinskog intervjua.

Abstract (english)

Fashion marketing represents extremely important and complex marketing segment in which survive only the most creative and innovative individuals. The fashion world is rapidly changing, therefore it is necessary to constantly monitor changes to keep up, especially now when it comes to the expansion of social networks and online communication that influences the supply and demand. Marketing experts are the ones who are responsible for generating the desire for the product on certain customers, they make demand for product with their promotional efforts which include a large dose of creative thinking and seeing unseen. The aim of this graduate work was, through a study of the business case on the example of Michael Kors company, to show and analise trends of fashion marketing and the specificity of distribution channels of luxury fashion products/brands on the selected sample of company in the fashion industry. Furthermore, the paper presents the choice of distribution channels, distribution of participants and distribution costs. Primary data were collected through qualitative research using the method of in-depth interview.

• Keywords: distribucija; kanali distribucije; marketing; modni marketing. potrošači
• Keywords (english): distribution; distribution channels; marketing; fashion marketing; customers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:962294
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-19 12:40:10