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Title:Primerjalna analiza mednarodnega trženja izbranih luksuznih modnih znamk
Authors:ID Rečnik Obrecht, Medeja (Author)
ID Jurše, Milan (Mentor) More about this mentor... New window
Files:.pdf UN_Recnik_Obrecht_Medeja_2017.pdf (618,50 KB)
MD5: 3979733358F19F988D3B4E4E858DA8CB
PID: 20.500.12556/dkum/b73b1dd3-bc28-456d-85f6-17a15b59c1cc
 
Language:Slovenian
Work type:Diploma project paper
Typology:2.11 - Undergraduate Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V diplomskem projektu proučimo in raziščemo mednarodno trženje luksuznih modnih blagovnih znamk s poudarkom na luksuznih modnih znamkah Maison Margiela in Dolce&Gabbana. Gre za blagovne znamke, za katere je zelo pomembno, da si dobro začrtajo strategijo vidnega in manj vidnega dela blagovne znamke in da sta vidni in manj vidni del med seboj dobro povezana. V povezavi s tem pa je vsekakor pomembno usklajeno trženje. Obravnavani luksuzni modni blagovni znamki se z vidika mednarodnega trženja precej razlikujeta, a ko se poglobimo vanju, vidimo, da prav ta različnost in edinstvenost pripomoreta k temu, da sta obe uspešni. Prikazujeta namreč, da se potrošnik lahko z luksuzno modno blagovno znamko poveže na podlagi zunanje ali notranje motivacije.
Keywords:luksuzna modna blagovna znamka, mednarodno trženje, strategija, Maison Margiela, Dolce&Gabbana
Place of publishing:Maribor
Publisher:[M. Rečnik Obrecht]
Year of publishing:2017
PID:20.500.12556/DKUM-68102 New window
UDC:339.138
COBISS.SI-ID:12913436 New window
NUK URN:URN:SI:UM:DK:HV7KHGHJ
Publication date in DKUM:05.12.2017
Views:1781
Downloads:100
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:09.09.2017

Secondary language

Language:English
Title:Comparative analysis of international marketing of selected luxury fashion brands
Abstract:In this diploma project we studied and researched international marketing of luxury fashion brands with special attention on luxury fashion brands Maison Margiela and Dolce&Gabbana. These brands have to have good strategies in both visual and less visual parts of the brand and a good connection between said parts. Synchronised marketing is important in connection to that. The discussed luxury brands are quite different from the point of view of international marketing, but when we take a closer look we see, that it is that difference and uniqueness that makes them both successful. They show that a consumer can connect with a luxury brand based on either internal or external motivation.
Keywords:luxury fashion brand, international marketing, strategy, Maison Margiela, Dolce&Gabbana


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