Fashion and Design in Textile and Garment Marketing and Production

Abstract

Marketing is a business activity, dealing with market research, consumer target group identification, whose needs the company, taking into consideration its technical and technological abilities, could fulfill. Marketing suggests the most important functional, aesthetic and economic product properties to the designer, it communicates with the market and helps distribution of the products to the consumers through sales channels. Textile and clothing products are distinguished by specific market requirements - fashion and style. Fashion is, in the broader sense, a sociological, culturological and economic phenomenon, having a decisive impact on the rate of product sales. In a narrower sense, fashion is the style of dressing, expressing, personality and communicating among people. Fashion designer‘s task is to create a product, having in mind fashion and other technical and market properties of a product, creating thus necessary preconditions for the marketing department to do its share of the job.