C/M/224. Dissertation + proposal. What is behind a fashion brands success?

This research investigates the factors that contribute to the success of fashion brands. The investigation starts with the analysis of the literature review which considers the following issues: self-concept and brands appeal to self-image of target customers, change of fashion attitudes and is impact on brand positioning, the brand impact (symbolic, functional) on purchase choice, the principles of sustainable development of fashion brand. The methodological part justifies the use of questionnaires and interviews in order to define salient attributes that determine brand selection and distinguish the superiority of one brand positioning over its rivals.