Symbolika narodowa odzieży jako manifestacja wartości patriotycznych – case study patriotycznych marek odzieżowych
National symbols of clothes as a manifestation of patriotic values – case study of patriotic clothes brands

Summary/Abstract: Currently there are several brands that specialize in so-called patriotic clothing (relating to values, tradition and/or national symbols), on the Polish market, i.e.: Surge Polonia, Red is Bad, Semper Patria, Norma and Norma Warsaw. This article aims to analyze the trend associated with the attitudes of patriotic symbolism of the brand on the Polish market, the fashion. Conducted research aims to answer the following questions: What is consumers’ opinion about the perceived image of the brand? The article is based on the studies of literature, both Polish and foreign, reviewing reports and magazines. Studies having original character were also carried out − a case study of two brands with a patriotic character − Surge Polonia and Norma. The authors conducted two in-depth individual interviews (IDI) with the representatives (managers) of these brands.

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