Propozycja modelu marki modowej
Model of Fashion Brand

Summary/Abstract: There are a lot of brand models in marketing literature, but none of them is fully adequate to the specifics of the fashion industry. The authors, based on critical analysis of models presented in the literature and conclusions drawn from their own research in the fashion industry, have proposed their own brand fashion model, consisting of five elements – creator with his mission / credo, collection, identifiers, points of sale and brand communication. The article discusses the specifics of each element, highlighting the differences between those that make up the so-called tangible and essential brand elements and those elusive and at the same time enhancing the impressions of brand buyers. Based on this model, we also discussed the specificity of fashion branding in fast fashion and haute couture segments.

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