FEATURES OF BRAND POSITIONING IN FASHION INDUSTRY

The article concerns the main characteristics of such dynamic and competitive area as fashion industry, highlights the historical aspects of dividing fashion houses in terms of apparel manufacturing (haute couture or pret-a-porte), gives an example of the classification that demonstrates brand’s position on the market (from luxury products to mass production). The main part of the work includes the analyses of two competitive brands - Chanel and Dior positioning. The results of the study provide the basis of necessary conclusions and recommendations for developing the universal positioning scheme of brands in fashion industry.

fashion industry, branding, classification of fashion brands, Chanel positioning, Dior positioning, scheme of positioning