Marketing Aspects of Using Social Media by Fashion Brands in Poland

Barbara Mróz-Gorgon
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Barbara Mróz-Gorgon: Wroclaw University of Economics, Poland

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Abstract: The fashion industry has always been an important part of social life in Poland, even in the times of the communist regime. Last year, the fashion industry recorded the highest increase in sales. The potential of this great market along with its tremendous competition are thus significantly increasing all the time. The main goal of this article is to point to the marketing possibilities of using social media by fashion brands in Poland as well as to explore the issue of building their values through the use of the potential of social websites. At present, every third Internet user visits the websites of fashion brands and as far as the market of social media is concerned, the leading position is occupied by the brands of LPP company (Reserved, Cropp, House). The major distinguishing feature of the “new media” is the possibility of dialoguing with consumers, which is a great chance of brand idea development; however, if led improperly, such dialogues may also become threats.

Keywords: social media; brand image; fashion industry (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp14:957-962

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