Rozciąganie marki ‒ przykład marek modowych
Brand extension − fashion brands perspective

Summary/Abstract: Linking the brand of a well-known fashion designer to a product which, at first glance, does not seem to need such an additional ”label” has become a trend in very developed countries. Today’s consumers seek fulfilment of their dreams and confirmation of their own identity or the possibility to develop it. Polish fashion market is continuingly developing, as is evidenced by the strong position of Polish chain fashion brands and the importance of fashion in social media. According to consumers, the usage of fashion brands by other branches of industry is the right way forward, as this makes purchasing decisions easier.

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