Marketing communication of fashion events and consumers` expectations

Agnieszka Smalec , Barbara Mróz-Gorgoń


Fashion 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).
Author Agnieszka Smalec
Agnieszka Smalec,,
, Barbara Mróz-Gorgoń (ES / IM / DPM)
Barbara Mróz-Gorgoń,,
- Department of Principles of Marketing
Journal seriesEconomics and Culture, ISSN , e-ISSN 2256-0173, [2255-7563], (5 pkt)
Issue year2015
Publication size in sheets0.6
Keywords in Englishfashion events, marketing communication, consumers’ expectations
Languageen angielski
Score (nominal)4
ScoreMinisterial score = 4.0, 25-04-2019, ArticleFromJournal
Ministerial score (2013-2016) = 4.0, 25-04-2019, ArticleFromJournal
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.