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Die Rolle der Modemarke - heute und in der Zukunft by Andrea Ruhland (Paperback, 2014)

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Die zunehmende Dynamisierung und Internationalisierung in der Textilbranche stellt eine grosse Herausforderung fur die Markenpolitik der Mode-Hersteller dar. In diesem von kurzlebigen Trends und schnellen Saisonwechseln gepragten Markt koennen nur die Unternehmen Erfolg haben, die eine bewusst strategisch ausgerichtete Markenpolitik verfolgen. Die Gesamtsituation der Branche ist schlecht. Dies lasst sich eindeutig daran erkennen, dass das Warenangebot auf dem Bekleidungsmarkt in etwa um 30% die Nachfrage ubersteigt. Die Bekleidungsmode steht in standigem Wettbewerb mit anderen Wunschen der Verbraucher wie Autos oder Reisen und steigenden Lebenshaltungskosten. Die Modebranche reagiert also sehr sensibel auf allgemeine Konjunkturschwankungen. Den Herstellern machen zudem die verbreitete Produkthomogenitat und die auf den Markt drangenden Billiganbieter zu schaffen. Die Modeindustrie klagt uber sinkende Umsatze, aber bei Events wie Fussball, Popkonzerten, Musicals und Trendsportarten tobt der Konsumrausch - hier achtet kein Konsument auf Euro und Cent. Die beste Moeglichkeit, um ein Stuck von diesem Kuchen abzubekommen, um also langfristig auf dem Modemarkt erfolgreich bestehen zu koennen, ist der Aufbau und die Pflege von starken Markenpersoenlichkeiten. Wurde die Marke in den 1980er Jahren von vielen Experten noch totgesagt, so ist sie heute so vital und faszinierend wie nie zuvor, gerade auch in der Modebranche. Doch wo geht es hin mit der Marke? Und wie wird sich die Modemarke weiterentwickeln? Der Modebranche stehen weitere tief greifende AEnderungen bezuglich Internationalisierung, technischen Neuentwicklungen und verandertem Konsumentenverhalten bevor. Vor diesem Hintergrund stellt sich die Frage, wie relevant die Modemarke in Zukunft sein wird und wie sie sich prasentieren muss.

Product Identifiers

Publisher
Bachelor + Master Publishing
ISBN-13
9783956843853
eBay Product ID (ePID)
18046430075

Product Key Features

Author
Andrea Ruhland
Publication Name
Die Rolle Der Modemarke-Heute Und in Der Zukunft
Format
Paperback
Language
German
Subject
Marketing, Business
Publication Year
2014
Type
Textbook
Number of Pages
82 Pages

Dimensions

Item Height
210mm
Item Width
148mm
Item Weight
109g

Additional Product Features

Title_Author
Andrea Ruhland

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Die Rolle der Modemarke - heute und in der Zukunft by Andrea Ruhland (Paperback, 2014)

Best-selling in Adult Learning & University

Secrets Of Mental Math: The Mathemagician's Guide to Lightening Calculation and Amazing Maths Tricks by Arthur Benjamin, Michael Shermer (Paperback, 2006)

Never Split the Difference: Negotiating as if Your Life Depended on It by Chris Voss, Tahl Raz (Paperback, 2017)

Die with Zero: Getting All You Can from Your Money and Your Life by Bill Perkins (Paperback, 2021)

The Falsification of History: Our Distorted Reality by John Hamer (Paperback, 2013)

Adult Children of Emotionally Immature Parents: How to Heal from Distant, Rejecting, or Self-Involved Parents by Lindsay C Gibson (Paperback, 2015)

Code of Practice for In-service Inspection and Testing of Electrical Equipment by The Institution of Engineering and Technology (Paperback, 2020)

Clean & Green: 101 Hints and Tips for a More Eco-Friendly Home by Nancy Birtwhistle (Hardcover, 2021)

Save on Adult Learning & University

Greekish: Everyday recipes with Greek roots by Georgina Hayden (English) Hardcov

Bold Beans: Beautiful, Brilliant and Exciting Recipes by Amelia Christie-Miller

The Concise Laws of Human Nature by Robert Greene Paperback, English

Zero to One: Notes on Start Ups, or How to Build the Future by Thiel, Peter The

Staring At The Sun: Being at peace with your own mortality by Irvin Yalom

Why We Get Sick (Paperback) by Bikman & Benjamin

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