engleski

Perspectives of Fashion Design as a part of the Creative Industry – Case of the Croatian fashion designers

Fashion design is a part of growing and fast developing creative industry. Researchers, when doing researches in fashion, mostly focus on textile and apparel industry and fashion designers remain unexplored. In this paper, economic importance of fashion designers, as part of creative industry, is defined and explained as well as marketing strategies they are using. Secondary and primary data sources are used (interviews with Croatian fashion designers). Furthermore, the SWOT analysis of Croatian fashion designers is presented in the paper and the research objectives - defines specific marketing strategies of fashion designers and analyses their economic perspectives, are achieved.

fashion design; creative industry; SWOT analysis; marketing strategies

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