Marketing communication of fashion events and consumers` expectations
Agnieszka Smalec , Barbara Mróz-Gorgoń
AbstractFashion events (e.g. “fashion weeks”, “fashion days”, “fashion shows” and “fashion fairs”) are becoming more and more popular not only in the cradle of fashion – Paris or Milan but in other European cities, too. Thanks to the development of technology, marketing generates new ways of communication aimed at gaining and maintaining consumers’ interest. The purpose of this article is to explore new trends in the marke ting communication of fashion events in the context of consumers’ expectations. The conclusions presented in the paper are based on the literature review and the resu lts of the authors’ own research of primary character (all-Poland questionnaire survey).
|Journal series||Economics and Culture, ISSN , e-ISSN 2256-0173, [2255-7563], (5 pkt)|
|Publication size in sheets||0.6|
|Keywords in English||fashion events, marketing communication, consumers’ expectations|
|Score|| = 4.0, 25-04-2019, ArticleFromJournal|
= 4.0, 25-04-2019, ArticleFromJournal
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