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The relation between signs of garments and fashion marketing strategy, a literature review

dc.contributor.authorHernández-Gallego L.-F
dc.contributor.authorEscobar-Sierra M.
dc.date.accessioned2022-09-14T14:34:16Z
dc.date.available2022-09-14T14:34:16Z
dc.date.created2021
dc.identifier.issn13350617
dc.identifier.urihttp://hdl.handle.net/11407/7602
dc.descriptionMarketing practitioners misunderstand how consumers purchase and wear clothes. For academics, this lack of knowledge is a consequence of disregarding the symbolic aspect of garments and represents the main reason for the marketing inefficiencies. Those ideas lead us to wonder how signs of garment related to fashion marketing strategy. We follow a sequential mixed-method. First, we develop a bibliometric analysis, then we use those results to our content analysis, and the result is our discussion status. Afterward, we present our theoretical lenses, which we build following a qualitative approach. Also, we propose a conceptual model to fulfill the lack of knowledge about symbolic aspects in garment through a conceptual relation between signs of garment and fashion marketing strategy. Finally, our literature review shows that symbolic aspects help to create value for clients. For this reason, we recommend for future marketing research develop empirical verification of our structural model. © 2021 Slovak University of Technology in Bratislava. All rights reserved.eng
dc.language.isoeng
dc.publisherSlovak University of Technology in Bratislava
dc.relation.isversionofhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85117912482&partnerID=40&md5=1e7702afca759129c022a9fb7160b709
dc.sourceVlakna a Textil
dc.titleThe relation between signs of garments and fashion marketing strategy, a literature review
dc.typeReview
dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.publisher.programAdministración de Empresas
dc.type.spaRevisión
dc.subject.keywordFashioneng
dc.subject.keywordGarmenteng
dc.subject.keywordLiterature revieweng
dc.subject.keywordMarketingeng
dc.subject.keywordSigneng
dc.subject.keywordStrategyeng
dc.relation.citationvolume28
dc.relation.citationissue3
dc.relation.citationstartpage28
dc.relation.citationendpage42
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativas
dc.affiliationHernández-Gallego, L.-F., Faculty of Production and Design, Pascual Bravo University Institution, Calle 73#73A-226, Colombia
dc.affiliationEscobar-Sierra, M., Faculty of Economic and Administrative Sciences, University of Medellin, Carrera 87 No. 30-65, Colombia
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