20.500.12556/DKUM-57116 MARKETINŠKO KOMUNICIRANJE V PRIMERU PRODAJE MARKETING COMMUNICATION IN CASE OF SECOND HAND SHOPS V današnjem času, času materializma, kjer nas družba spodbuja v potrošnjo kakršne še ni bilo, se je začel pojavljati nov trend in sicer trgovine z oblačili iz druge roke, s katerim bi razbremenili masovno proizvodnjo. Že v preteklosti je bilo kupovanje oblačil iz druge roke nekaj vsakdanjega, pravzaprav zelo zaželeno, saj so bila oblačila narejena iz kvalitetnih materialov. Kasneje so rabo oblačil iz druge roke začeli povezovati z dobrodelnostjo, tako so šele po letu 1880 tovrstna oblačila dobila negativen prizvok. Oblačila iz druge roke so spet postala aktualna v petdesetih in šestdesetih letih, kot glavni označevalec, s katerim so mladi izražali svoj življenjski stil in tako nasprotovali množičnemu okusu. Razlog za takšno oblačenje ni bila revščina, temveč nasprotovanje običajnemu. V Sloveniji smo glede tovrstnih oblačil in trgovin še vedno daleč za svetovnimi in evropskimi trendi. Še vedno smo polni predsodkov in trgovine z oblačili iz druge roke povezujemo z revščino in se jim bomo, dokler bo le mogoče, izogibali. Tukaj je potrebno narediti korak naprej. S pomočjo marketinškega komuniciranja je potrebno o tem govoriti, seznaniti javnost o oblačilih iz druge roke, kakšna je njihova zgodovina, kaj pomenijo (second hand, vintage), kaj nudijo posamezniku, kako se lahko skozi tovrstna unikatna oblačila izražajo, kako z nakupom pomagajo zmanjšati masovno potrošnjo in posledično poskrbijo za okolje. Potrebno je izoblikovati prijaznejši izgled tovrstnih trgovin in drugih dejavnosti, ki bi bile prilagojene različnim vrstam oblačil iz druge roke. Mogoče tako le uspemo dohiteti svetovne in evropske trende. In today’s time, the time of materialism, where our society forces us in mass consumerism, a new trend has appeared. With it we would slowly decrease mass consumption. It is called second hand shops. In the past buying from second hand stores was not only normal, but also trendy and desirable, since clothes that lasted for a long time were considered as quality goods. After 1880 clothes bought in second hand shops gained a negative mark and were considered as charity. Second hand clothes became interesting again in fifties and sixties, as a main marker by which young people expressed their lifestyle and their noninterest in mass popular trends. The reason for buying second hand clothes was not poverty, but showing the true identity through clothing. Slovenia is still far behind world and European trends of second hand shops and clothing. We are full of prejudice, we associate second hand shops with poverty and as long as we can, we will avoid that kind of clothing. Here we can make a step forward. With the help of marketing communication we can talk to public about second hand shops, inform them about good sides of second hand clothes, and talk publicly about history of second hand and vintage clothing. We can change clothing trends by bringing out benefits for the individual, how through second hand clothes individual dressing style can be express and last but not least how mass production can be reduced which also takes care of the environment. It is necessary to formulate friendly and nice appearance of second hand shops and all other activities which are connected with them. Maybe than we can manage to catch up with global trends. marketinško komuniciranje marketing ustvarjalnost v marketingu oblačila iz druge roke second hand vintage. marketing communication marketing creativity in marketing second hand clothes second hand vintage. true true false [G. Prica] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2016-01-15 19:29:50 2016-03-09 13:37:56 2022-06-13 03:05:58 2021-05-15 03:40:25 2016 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 12223516 URN:SI:UM:DK:0XRQYLYI MAG_Prica_Gaja_2016.pdf MAG_Prica_Gaja_2016.pdf 1 A9BCA5BB00036DE78157CB0E1E01F6BE b9276ab513a535bc0df91a0da29295298b56e48ae2abf75038db7d512f21f66b e8f4fd49-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=86202 Ekonomsko-poslovna fakulteta 0 0 0