The management of luxury brands in the fashion industry

Luksuzni modni brendovi čine ključan aspekt modne industriji i kao takvi zahtjevaju vrlo ozbiljan i opširan pristup u upravljanju komunikacijom. U istraživanju provedenom na temelju analize sadržaja i semiotičke analize otkriveno je na koji način brendovi svakodnevno komuniciraju sa svojom publikom, ne samo putem odnosa s javnošću nego i marketinga te oglašavanja. Rezultati su pokazali kako su brendovi aktivni i redoviti na svim od analiziranih kanala, međutim pristup im nije nužno isti. Možemo uočiti sličnosti između tradicionalnih i modernih brendova, gdje oni prvi očekivano koriste i takve načine komunikacije, dok su oni drugi prigrlili personaliziraniji pristup. Izuzetno je naglašena estetska komponenta svakoga od njih, a naglasak te često stavlja na online prodaju, promociju proizvoda i osvješćivanja kupaca nego na informiranje.Luxury fashion brands make a key aspect of the fashion industry and as such require a serious and comprehensive approach to brand and communication management. In a study conducted based on content analysis and semiotic analysis was found how brands communicate daily with their audience, not only through public relations, but also marketing and advertising. The results showed that the brands are active and regular in all of the analyzed channels, but the way they are using them is not necessarily the same. There can be seen the similarities between traditional and modern brands, where as expected, traditional ones use such methods of communication, while modern ones have embraced more personalized approach. Luxury brands put the emphasizes on their aesthetic component but also on online sales, product promotions and customers awareness than basic brand information