Symboliczny i społeczny wymiar marki – wpływ na zachowania konsumentów odzieży
Symbolic and Social Dimension of the Brand – Impact on Apparel Users Behaviour

Summary/Abstract: An issue of considerations is discussion on the symbolic and social dimension of contemporary brands and its impact on apparel consumers’ behaviour. In her article, the author presented secondary research findings – literature studies in the area of contemporary branding and the issues related to fashion. The literature review was supplemented with author’s reflections as well as market examples being an illustration of the theoretical approach. As an analysis of the topic-related literature shows, the contemporary importance of consumer goods consists mainly in the ability to conveyance and communication of the cultural importance. This means that the times when we used to buy goods due to their functional value had long ago passed away. At present, we in our choices are guided by what a given product or brand say of ourselves, what they mean to our environment, what meaning they entail. This general statement refers to the brand’s functions named symbolism and social dimension. These functions have for a long time been present in the subject literature. However, the present market realities and the direction of sociocultural changes cause that they gain in importance. For marketers, this means the need to modify the approach do brand management. The considerations presented in the article, through an in-depth analysis of the symbolic and social dimension of the brand, suggest the direction of those modifications.

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