Język Polski
English
Published
:
2018-12-30
Consumer Trends and Their Marketing Implications in the Fashion Industry
Katarzyna Alagierska
Abstract
The article addresses the main aspects of a consumer trend in terms of consumer behavior 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. (original abstract)Keywords:
Consumer trends, Marketing policy, Marketing communication, Business modelsDetails
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Alagierska, K. (2018). Consumer Trends and Their Marketing Implications in the Fashion Industry. The WSB University in Poznan Graduate Research Journal, 18(18), 31–50. Retrieved from https://journals.wsb.poznan.pl/index.php/dnswsb/article/view/487