Primerjava managementa in poslovnih modelov premium in luksuznih blagovnih znamk v modni industriji

Smolinger, Kaja

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Title:	Primerjava managementa in poslovnih modelov premium in luksuznih blagovnih znamk v modni industriji
Authors:	ID Smolinger, Kaja (Author) ID Nedelko, Zlatko (Mentor) More about this mentor...
Files:	MAG_Smolinger_Kaja_2026.pdf (2,56 MB) MD5: 3A178D3D7D53509E1D9303427954E606
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V sodobnem svetu smo obkroženi z blagovnimi znamkami, katerih pomen za podjetja in njihove poslovne modele je iz leta v leto večji. Da bi podjetja gradila uspešne blagovne znamke, pa morajo temu prilagoditi tudi upravljanje in oblikovati ustrezne poslovne modele. Naloga se osredotoča na razlike med luksuznimi in premium blagovnimi znamkami v modni industriji. Meja med le-temi je za nepoznavalce namreč velikokrat zelo zabrisana. Namen naloge je analizirati in primerjati poslovne modele luksuznih in premium blagovnih znamk ter opredeliti njihove ključne razlike. V nalogi smo najprej opredelili blagovne znamke ter predstavili njihovo vlogo in pomen za podjetja. Podrobneje smo opisali različne tipe blagovnih znamk, kar nam omogoča lažje razumevanje in razlikovanje njihovih značilnosti. Prav tako smo obravnavali področje poslovnih modelov, njihove elemente ter posebnosti luksuznih in premium poslovnih modelov. V nalogi smo predstavili tudi vlogo managementa, zlasti strateškega, marketing in brand managementa, ter njihovo povezanost z blagovnimi znamkami in poslovnimi modeli. V empiričnem delu naloge smo analizirali izbrane primere premium in luksuznih blagovnih znamk ter njihove poslovne modele. Poseben vpogled sta nam tukaj omogočila intervjuja s predstavnicama slovenskim modnih blagovnih znamk. Ugotovili smo, da se poslovni modeli in pristopi k managementu med luksuznimi in premium blagovnimi znamkami pomembno razlikujejo. Luksuzne blagovne znamke so usmerjene v dolgoročno ohranjanje identitete, ekskluzivnosti in nadzora nad blagovno znamko, medtem ko se premium blagovne znamke bolj osredotočajo na rast, dostopnost in optimizacijo obsega poslovanja. Raziskava je pokazala, da segment trga in izbrana strategija neposredno vplivata na oblikovanje poslovnega modela ter izvajanje managementa v praksi. Na podlagi raziskave lahko zaključimo, da razumevanje razlik med luksuznimi in premium blagovnimi znamkami pomembno prispeva k učinkovitejšemu oblikovanju poslovnih modelov in strateškemu odločanju. Ugotovitve naloge imajo tudi praktično vrednost za managerje in oblikovalce strategij pri prilagajanju poslovanja glede na ciljni tržni segment.
Keywords:	Management, poslovni modeli, blagovne znamke, luksuzne blagovne znamke, premium blagovne znamke.
Place of publishing:	Maribor
Publisher:	K. Smolinger]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98209
UDC:	005:658.626
COBISS.SI-ID:	284198147
Publication date in DKUM:	09.07.2026
Views:	303
Downloads:	69
Metadata:
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:	27.05.2026

Secondary language

Language:	English
Title:	Comparison of management and business models of premium and luxury brands in the fashion industry
Abstract:	In the modern world, we are surrounded by brands, whose importance for companies and their business models is increasing year by year. In order for companies to build successful brands, they must also adapt their management and create appropriate business models. The task focuses on the differences between luxury and premium brands in the fashion industry. The line between them is often very blurred for the uninitiated. The purpose of the task is to analyze and compare the business models of luxury and premium brands and define their key differences. In the task, we first defined brands and presented their role and importance for companies. We described different types of brands in more detail, which allows us to more easily understand and distinguish their characteristics. We also discussed the field of business models, their elements and the specifics of luxury and premium business models. In the task, we also presented the role of management, especially strategic, marketing and brand management, and their connection with brands and business models. In the empirical part of the task, we analyzed selected examples of premium and luxury brands and their business models. Special insight was provided by interviews with representatives of Slovenian fashion brands. We found that business models and approaches to management differ significantly between luxury and premium brands. Luxury brands are focused on long-term preservation of identity, exclusivity and control over the brand, while premium brands focus more on growth, accessibility and optimization of business volume. The research showed that the market segment and the chosen strategy directly influence the design of the business model and the implementation of management in practice. Based on the research, we can conclude that understanding the differences between luxury and premium brands significantly contributes to more efficient design of business models and strategic decision-making. The findings of the task also have practical value for managers and strategists in adapting operations to the target market segment.
Keywords:	Management, business models, brands, luxury brands, premium brands.

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