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master's thesis
Kreiranje i upravljanje modnim brendovima
Zagreb: University of Zagreb, The Faculty of Political Science, 2019. urn:nbn:hr:114:818300
Lulić, Niko
University of Zagreb
The Faculty of Political Science
Department of Strategic Communication

Institutional repository: FPSZG repository

Cite this document

Lulić, N. (2019). Kreiranje i upravljanje modnim brendovima (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:818300

Lulić, Niko. "Kreiranje i upravljanje modnim brendovima." Master's thesis, University of Zagreb, The Faculty of Political Science, 2019. https://urn.nsk.hr/urn:nbn:hr:114:818300

Lulić, Niko. "Kreiranje i upravljanje modnim brendovima." Master's thesis, University of Zagreb, The Faculty of Political Science, 2019. https://urn.nsk.hr/urn:nbn:hr:114:818300

Lulić, N. (2019). 'Kreiranje i upravljanje modnim brendovima', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 14 January 2025, https://urn.nsk.hr/urn:nbn:hr:114:818300

Lulić N. Kreiranje i upravljanje modnim brendovima [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2019 [cited 2025 January 14] Available at: https://urn.nsk.hr/urn:nbn:hr:114:818300

N. Lulić, "Kreiranje i upravljanje modnim brendovima", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:114:818300

Metadata
TitleKreiranje i upravljanje modnim brendovima
Title (english)Creating and Managing Fashion Brands
AuthorNiko Lulić
MentorBožo Skoko (mentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberMarina Mučalo (član povjerenstva)
Committee memberHrvoje Jakopović (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Strategic Communication)
Zagreb
Defense date and country2019-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Brendiranje modnih proizvoda nužna je djelatnost modnih kompanija u današnjem svijetu zasićenosti modnih brendova. Od uspostavljanja vrijednosti i pozicioniranja brenda pa sve do mjerenja uspješnosti, modni brend svojim djelovanjem mora biti konstantan u pružanju kvalitete proizvoda i dobre komunikacija s publikom. Postavljanje okvira vizualnog identitet tvrtke bitno je za stvaranja prepoznatljivosti u oku publike. Potrošačima je popularnost brenda sve važnija stavka pri odabiru odjeće budući da logo na njihovoj odjeći njima prepisuje i karakteristike brenda koji nose. Brend se može kreirati i upravljati na različite načine, stoga velike modne korporacije poput H&M preferiraju konstantnu opskrbu i učestalo praćenje stila svojih kupaca, dok manji i noviji brendovi poput Vetementsa ciljaju na specifične javnosti osebujnih karakteristika koje popularnost šire i na opću publiku. Brend svoj stil i imidž može drastično promijeniti s pozitivnim posljedicama na popularnost brenda i profit kao što je slučaj Gucci-a. Mladi modni brendovi taktike brendiranja započinju od početka djelovanja brenda kroz uspostavljanje svoje vrijednosti i taktika pronalaska idealnog kupca kroz ciljane javnosti pomoću alata kao što su društvene mreže i modne događaje.
Abstract (english)
Branding efforts for a fashion company are essential in todays oversaturated fashion industry. From establishing brand values and positioning a brand to measuring success, a fashion brand needs to be constant in its offered quality and audience communication. Establishing a visual identity is necessarry in creating familiarity in the eyes of the public. Brands popularity is an increasingly important shopping value due to the brands logo reflecting some of the brand value on the consumer wearing the clothing item. A fashion brand can be managed in many ways, therefore big fashion corporations such as H&M prefer constant supply and demand model and extensive style monitoring, while newer and smaller fashion brands such as Vetements aim for specific customers with more unique style, which is then reflected on the general public from those customers themselves. A brand can change its style and image drasticly to positive feedback from targeted audience and increase in profit, such as in case of Gucci rebranding. New fashion brands start their branding efforts from the very start through early establishing of brand values and development tactics such as finding ideal customers through social media and fashion events.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:818300
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2019-11-26 10:22:00