International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

Branding of Clothing Fashion products:Fashion Brand Image Development by Marketing Communication Approach

Author Affiliations

  • 1 Department of Textile Engineering, Daffodil International University, BANGLADESH
  • 2

Res. J. Engineering Sci., Volume 2, Issue (4), Pages 28-33, April,26 (2013)


The preference of consumers for readymade branded apparels is fast changing which is caused by the creation of personality and status with the quality and comfort they deliver. Customers have become highly brand conscious presently. Hence, brand image is a significant factor in choosing the product or brand to buy. Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand image can provide better foundation for developing a more effective marketing program. The understanding of consumers’ desires, behavior and of the purchase process of fashion products is extremely important to the design of fashion products collections as well as to the placement of these products in the market. A fashion product must satisfy the demands of the target customers, so the main idea (message) behind the brand (sender) must reach the consumer (receiver). The key issues are: a) how to develop the brand images through the main idea; b) how does the message, created in the very beginning of the marketing plan get through to the final consumer. This paper presents some approaches on how brands of fashion products can reinforce their fashion image and how the image of fashion products can, by itself, become a utility tool in the development and communication of the brand image.


  1. Agins T.,The end of Fashion: the Mass Marketing of Clothing Business, New York: William Morrow and Company (1999)
  2. Asseal H.,Consumer Behavior and Marketing ActionNew York: International Thomson Publishing
  3. Nam et al. The fashionfemale consumers, International Journal of Consumer Studies, 102–108(2007)
  4. Lee T.S., Leung and Zhang Z.M., Fashion Brand Image Marketing: Brand Image and Brand Personality4(2), 60-67 (2010)
  5. Bearden W.O., Ingran T.N. and La Forge R.W. Principles and Perspe(1998)
  6. Barnard M., Fashion as CommunicationLondon: Routledge (2002)
  7. Dickerson K.G., Textiles and Apparel in Global Economy3rd edition. New Jersey: Prentice Hall (1982)
  8. Frings G.S., Fashion from Concept to Consedition, New Jersey: Prentice-Hall (2000)
  9. Kotler P., Marketing Management: The Millennium Edition, 10th edition. London: Prentice-Hall (2000)
  10. Packard S., winters A.A. and Axelrod N.,and Merchandising, New York: Fairchild Publicati(1983)
  11. Rogers D.S., Gamans L.R., Approach, New York: CBS College Publishing,12.Sommier É., Mode, le Monde en MouvementÉditions Village Mondial (2000)
  12. Voli U., Semiótica da Publicidade: A Criação do Texto Publicitário. Lisboa: Edições Comunicação (2003)
  13. Wolfe M., The World of Fashion Merchandising,The Goodheart-Wilcox Company (2003)
  14. Grundey Delineating Values, Emotions and Motives in Consumer Behaviour: An Interdisciplinary ApproachTransformations in Business and Economics,(2006)
  15. Keller, Strategic brand management: Building, measuring and managing brand equity (2nd ed.). New Jersey: Pearson Education Inc (2003)