Demo

Monika Malinowska-Olszowy
Technical University of Łódź Faculty of Textile Engineering and Marketing Institute of World Economy and Textile Marketing ul. Żeromskiego 116, 90-543 Łódź, Poland

Brand Strategy in the Clothing and Textile Market
Abstract In today’s market economy, which is characterised by a very changeable environment and strong, intense competition caused mainly by enlarging globalisation, it is becoming more and more difficult for an enterprise to maintain long-term success. Using techniques such as simply maintaining low costs or innovative solutions are losing their importance. That is why the significance and meaning of brands have been growing recently. The brand is a strategic resource of every firm. Possessing a brand, and knowing how to keep it and manage it well, are becoming keys to reaching success in the market, a source of competitive advantage. The aim of this paper is to show that a properly used brand strategy is the enterprise’s most valuable asset, and should be the top priority in the company’s work. Undertaking actions aimed at building a brand or at strengthening an already existing one are especially necessary in the clothing industry, which is characterised by great competition, and where threats connected with product smuggling and unauthorised copying of trade marks exist. Key words: brand, brand strategy, marketing instruments, clothing and textile industry.

GENERAL PROBLEMS IN THE FIBRE AND TEXTILE INDUSTRIES

strong and distinct image is created in the customers’ mind [2]. By translating a business strategy into a brand strategy, the firms become more visible on the market and more understandable for their environment; furthermore, the messages included in the advertisements reach the potential customers more efficiently. Positive features have to be spotlighted and combined with culture and target groups according to the strategy already developed. This increases customer loyalty to a given product. It is

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