Marka modowa jako element personal branding i podstawa formowania wizerunku
Fashion brands as a public image’s determinant and personal branding

Summary/Abstract: In the theoretical part of this article we discuss the history of the development of the fashion market and brands and their role on the market as well as the role of those brands in the personal branding process in contemporary celebrity culture. In principle, the brand is inherently rooted in the minds of consumers and is often synonymous with a positive opinion about the product. At the same time, different social groups which are united by the same ideas or concepts or values (religious, community beliefs, etc.) use clothing and props (additives), as a form of message that they belong to a particular group. The theoretical part of the article is the basis of the analysis of empirical research based on quality research of the image perception of the image of public persons (celebrities), implemented in urban areas, among women within two age categories. The aim of the article is to present the characteristics of the market for fashionable clothing and the role played by the personal branding in contemporary celebrity culture by determining the impact of advertising and brand communication on the perception of celebrities. The article is based on the literature studies, both domestic and foreign, and the results of authors’ own research.

• Details
• Contents