MODERN MANAGEMENT AND MARKETING OF THE FASHION INDUSTRY USING THE BRAND EXAMPLE OF YVES SAINT LAURENT

Anastazja Magdalena Kasztalska ()
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Anastazja Magdalena Kasztalska: Faculty of Management, University of Economics, Katowice

CBU International Conference Proceedings, 2017, vol. 5, issue 0, 224-227

Abstract: The Brand Yves Saint Laurent is a company that represents a modern approach to management in the fashion industry. This article aims to answer the question of whether modern methods of marketing and management to generate profits for the company in the form of greater customer interest and increased sales. Research methods used in the article is a survey made with the cooperation with the buyers of luxury brand Yves Saint Laurent. Unquestionably, there is a strong link between marketing luxury brands and its results in sales. Further research can be focused on a bigger scale of this huge phenomenon.

Keywords: FashionIndustry; Luxury; Yves Saint Laurent; Management; Marketing. (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aad:iseicj:v:5:y:2017:i:0:p:224-227

DOI: 10.12955/cbup.v5.929

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