STRATEGIE MARKETINGOWE POLSKICH MAREK MODOWYCH W KONTEKŚCIE EKSPANSJI NA RYNKI ZAGRANICZNE
POLISH FASHION BRANDS’ MARKETING STRATEGIES IN THE CONTEXT OF EXPANSION INTO FOREIGN MARKETS

Summary/Abstract: According to experts, the Polish fashion market is constantly expanding and has a certain growth potential. In the modern market economy, characterised by turbulent environment, the internationalisation of business activities is increasingly becoming a common phenomenon, which is not only significant, but also, in some cases, necessary. The characteristic feature of the apparel industry (fashion) – its close ties with the culture of the country (region) – may often be an obstacle to the internationalisation of a fashion brand. The purpose of this article is to analyse marketing strategies of the Polish fashion brands in the context of expansion into foreign markets. This article is based on literature studies and case study.

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