“Role of branding in Marketing Strategy development in fashion”: Master's Thesis / Muhammad Haris Jilani; Faculty of Economics; Department of International Management; Scientific supervisor Sergey Velesco

Abstract

This is the final evaluation of the program “Master of Science in Industrial Management – Innovation and Business expansion,” held mandatory by Mittweida University of Applied Sciences (HSMW), Germany and Belarusian State University (BSU), Belarus, in fourth semester out of 4 semesters. Supervised directly by Prof. Rer. Doc. Sergey Velesco and Madam Kristina Shestakova, this academic work will be assessed and graded according to the regulations of both universities. I appreciate my supervisors’ time and patience. The program is of multi-disciplinary nature that allows students to choose from an array of topics that improve businesses and companies. The idea is to add value and improve the management and hence performance of the company. This being said, the program further emphasizes the implementation of smart digital applications, internet and modern business strategies to leverage the perfect business implementation. Marketing is critical to businesses and is considered the backbone of any business. It is becoming more cross-functional and integrated into business practices. The entire fashion industry is built upon effective marketing, attracting customers and providing satisfaction to consumers. In this thesis, I put forth the extraordinarily unique strategies practiced by the most successful of fashion brands. Despite tough competition, volatile market and constantly evolving trends, these brands have managed to stay at the top and have eventually become an icon in their respective focus groups. For citations, I have applied the “German citation style,” where the reference is made between the relevant text and its source is mentioned at the bottom of the page as Footer. For references and literature, I have quoted articles, journals, primary and secondary researches, that have been conducted near to the time of writing of this document.