Open AccessThe concept of fashion marketing as an instrument of reducing tensions between designers and marketing experts in fashion companies
Author(s) -
Massimo Milan,
D J Vukajlović Djurdjica,
V Ćurčić Nikola
Publication year - 2018
Publication title -
industria textilă
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.281
H-Index - 14
ISSN - 1222-5347
DOI - 10.35530/it.069.02.1409
Subject(s) - marketing , business , marketing research , marketing strategy , marketing management
Tensions between designers and marketing experts in fashion companies are created largely because the design valuesare opposing to the values of marketing. Among other things, a better understanding of the concept of fashion marketing,which is based on equal respect for design, customers and profits of fashion companies, contributes to the reduction ofmisunderstanding. It has been confirmed by research carried out in the countries of the Western Balkan.