Ελληνική βιομηχανία μόδας και εισαγόμενος ανταγωνισμός
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Keywords
Μόδα πολυτελείας ; Προϊόν μόδας ; Τάσεις της μόδας ; Πρόβλεψη των τάσεων ; Αγορά μόδας ; Στρατηγική επέκτασης ; Διεθνοποίηση ; Καταναλωτής πολυτελούς μόδας ; Ψηφιακή πολυτέλεια ; Ηλεκτρονικό εμπόριο ; Υψηλή ραπτική ; Ready-to-wear ; Σχεδιαστής μόδας ; Fast fashion ; Τμηματοποίηση αγοράς μόδας ; Μέσα κοινωνικής δικτύωσηςAbstract
Fashion is a global industry that can be described as exciting, dynamic, charming and creative. In fashion there are no longer geographical borders. The globalization, the development of technology and the volatility that characterizes the fashion industry, have contributed to its internationalization. Nowadays, if a fashion company wants to grow, it has to expand its business worldwide. Of course, this requires the implementation of strategies that will ensure a gradual and lasting evolution. These strategies are even more complex when it comes to luxury fashion companies, as a variety of factors that may be affected, need to be considered for a successful expansion.
Unfortunately, in Greece, the fashion industry has always been underestimated. Although Greece has a number of reputable luxury fashion designers, not many efforts have been made for global expansion into the global luxury fashion market.
In this thesis the situation of Greek luxury fashion will be studied, through research held on successful fashion designers. In addition, the international expansions of Christian Dior and Elie Saab will be analyzed, which are two of the most prestigious fashion brands in the world.