{"id":3409,"date":"2021-01-30T22:05:54","date_gmt":"2021-01-30T20:05:54","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3409"},"modified":"2021-03-11T10:14:08","modified_gmt":"2021-03-11T08:14:08","slug":"analytical-study-of-business-models-in-fashion-theory-strategy-for-global-marketing","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3409","title":{"rendered":"Analytical study of business models in fashion theory strategy for global marketing"},"content":{"rendered":"

<\/p>\n

ANALYTICAL STUDY OF BUSINESS MODELS IN FASHION THEORY STRATEGY FOR GLOBAL MARKETING<\/p>\n

\u0410\u041d\u0410\u041b\u0406\u0422\u0418\u0427\u041d\u0415 \u0414\u041e\u0421\u041b\u0406\u0414\u0416\u0415\u041d\u041d\u042f \u0411\u0406\u0417\u041d\u0415\u0421-\u041c\u041e\u0414\u0415\u041b\u0415\u0419 \u0412 \u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0406\u0407 \u0422\u0415\u041e\u0420\u0406\u0407 \u041c\u041e\u0414\u0418 \u0414\u041b\u042f \u0413\u041b\u041e\u0411\u0410\u041b\u042c\u041d\u041e\u0413\u041e \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u0423<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 99-107. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 1, 2020 (28<\/strong>4)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\nELSAYED AHMED ELNASHAR
\nFull-Professor of Textiles & Apparel, Faculty of Specific Education, Kaferelsheikh University, Egypt
\nLYUBOKHINETS L., TANASIIENKO N.
\nKhmelnytskyi National University, Ukraine<\/p>\n

\u0415\u041b\u0415\u0419\u0421\u0410\u0419\u0414 \u0410\u0425\u041c\u0415\u0414 \u0415\u041b\u041d\u0410\u0428\u0410\u0420
\n\u0424\u0430\u043a\u0443\u043b\u044c\u0442\u0435\u0442 \u0441\u043f\u0435\u0446\u0456\u0430\u043b\u044c\u043d\u043e\u0457 \u043e\u0441\u0432\u0456\u0442\u0438, \u0423\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u041a\u0430\u0444\u0435\u0440\u0435\u043b\u0448\u0435\u0439\u0445\u0430, \u0404\u0433\u0438\u043f\u0435\u0442<\/p>\n

\u041b\u044e\u0431\u043e\u0445\u0438\u043d\u0435\u0446\u044c \u041b., \u0422\u0430\u043d\u0430\u0441\u0456\u0454\u043d\u043a\u043e \u041d.
\n\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-284-4-19<\/a>
\nPaper received:<\/strong> 29.07.2020
\nPaper Printed :<\/strong> 28.09.2020<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

Analytical Study Of Business Models In Fashion Theory Strategy For Global Marketing, and there is no any study of this Megastore, and this research study investigate the international\u00a0 brands of Benetton as brand Lifestyle. The brand has been analyzed by the current parameters of brand analysis, overall brand perception, brand associations, and brand involvement, as well as two factors – the difference in consumer areas in Cutis\u2019s convergence to international brands on regional brands.\u00a0 Snowball method to collect data, on Facebook pages also poster in their WhatSapp a device or conduit for supplying materials. P-P ANOVA, multivariate tests, and T tests. The criteria for this study concern the relationship of consumers in cities to global brands and regional differences in cities. As the economy grows stronger, so does the convergence to purchase international and domestic brands. This feature of economics in global marketing attracts global brands to create stores in global marketing.
\nKeywords:<\/strong> Branding Theory, Strategy, United Colors, Benetton, Fashion Marketing.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

\u0423 \u0441\u0442\u0430\u0442\u0442\u0456 \u043f\u0440\u043e\u0432\u0435\u0434\u0435\u043d\u043e \u0430\u043d\u0430\u043b\u0456\u0442\u0438\u0447\u043d\u0435 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f \u0431\u0456\u0437\u043d\u0435\u0441-\u043c\u043e\u0434\u0435\u043b\u0435\u0439 \u0432 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0442\u0435\u043e\u0440\u0456\u0457 \u043c\u043e\u0434\u0438 \u0434\u043b\u044f \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443. \u0414\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043e \u0432\u043f\u043b\u0438\u0432 \u043c\u0456\u0436\u043d\u0430\u0440\u043e\u0434\u043d\u043e\u0433\u043e \u0431\u0440\u0435\u043d\u0434\u0443 Benetton \u043f\u043e\u0440\u0456\u0432\u043d\u044f\u043d\u043e \u0437 \u043c\u0456\u0441\u0446\u0435\u0432\u0438\u043c\u0438 \u0431\u0440\u0435\u043d\u0434\u0430\u043c\u0438 \u043d\u0430 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456\u0432 \u0443 \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u043e\u043c\u0443 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443. \u041f\u0440\u043e\u0430\u043d\u0430\u043b\u0456\u0437\u043e\u0432\u0430\u043d\u043e \u044f\u043a \u0437\u0430\u0433\u0430\u043b\u044c\u043d\u0430 \u0456\u0434\u0435\u044f, \u0430\u0441\u043e\u0446\u0456\u0430\u0446\u0456\u044f, \u0441\u0435\u043d\u0441 \u0431\u0440\u0435\u043d\u0434\u0443, \u043f\u0440\u0438\u0445\u0438\u043b\u044c\u043d\u0456\u0441\u0442\u044c \u0434\u043e \u0431\u0440\u0435\u043d\u0434\u0443 \u0432\u043f\u043b\u0438\u0432\u0430\u044e\u0442\u044c \u043d\u0430 \u043e\u0446\u0456\u043d\u043a\u0443 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0430\u043c\u0438 \u043f\u0435\u0432\u043d\u043e\u0433\u043e \u0431\u0440\u0435\u043d\u0434\u0443 \u043f\u043e\u0440\u0456\u0432\u043d\u044f\u043d\u043e \u0437 \u0440\u0456\u0437\u043d\u0438\u043c\u0438 \u0431\u0440\u0435\u043d\u0434\u0430\u043c\u0438.
\n\u0423 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u0456 \u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u043e\u0432\u0443\u0432\u0430\u043b\u043e\u0441\u044c \u0441\u0430\u043c\u043e\u043a\u0435\u0440\u043e\u0432\u0430\u043d\u0435 \u043e\u043f\u0438\u0442\u0443\u0432\u0430\u043d\u043d\u044f 45 \u043e\u0441\u0456\u0431 \u0432 \u043c\u0430\u0433\u0430\u0437\u0438\u043d\u0430\u0445 Benetton, \u0430 \u0442\u0430\u043a\u043e\u0436 \u0437\u0430 \u0434\u043e\u043f\u043e\u043c\u043e\u0433\u043e\u044e \u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u043e\u0457 \u043c\u0435\u0440\u0435\u0436\u0456 Facebook \u0442\u0430 \u043c\u0435\u0441\u0435\u043d\u0434\u0436\u0435\u0440\u0430 WhatsApp. \u041e\u0441\u043d\u043e\u0432\u0443 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f \u0441\u043a\u043b\u0430\u0434\u0430\u044e\u0442\u044c \u0434\u0435\u0441\u043a\u0440\u0438\u043f\u0442\u0438\u0432\u043d\u0435 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f; \u043a\u0456\u043b\u044c\u043a\u0456\u0441\u043d\u0438\u0439 \u0430\u043d\u0430\u043b\u0456\u0437; \u043c\u0435\u0442\u043e\u0434 \u0437\u0431\u043e\u0440\u0443 \u0434\u0430\u043d\u0438\u0445 \u0441\u043d\u0456\u0436\u043d\u043e\u0457 \u043a\u0443\u043b\u0456.
\n\u0412\u0438\u044f\u0432\u043b\u0435\u043d\u043e \u0432\u043f\u043b\u0438\u0432 \u043c\u0456\u0436\u043d\u0430\u0440\u043e\u0434\u043d\u043e\u0433\u043e \u0431\u0440\u0435\u043d\u0434\u0443 \u043d\u0430 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456\u0432 \u0443 \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u043e\u043c\u0443 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u043f\u043e\u0440\u0456\u0432\u043d\u044f\u043d\u043e \u0437 \u043c\u0456\u0441\u0446\u0435\u0432\u0438\u043c \u0431\u0440\u0435\u043d\u0434\u043e\u043c. \u0417\u0456 \u0437\u043c\u0456\u0446\u043d\u0435\u043d\u043d\u044f\u043c \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0438 \u0437\u0440\u043e\u0441\u0442\u0430\u0454 \u043f\u0440\u0438\u0434\u0431\u0430\u043d\u043d\u044f \u043c\u0456\u0436\u043d\u0430\u0440\u043e\u0434\u043d\u0438\u0445 \u0442\u0430 \u0432\u0456\u0442\u0447\u0438\u0437\u043d\u044f\u043d\u0438\u0445 \u0431\u0440\u0435\u043d\u0434\u0456\u0432, \u0449\u043e \u0441\u0442\u0438\u043c\u0443\u043b\u044e\u0454 \u043a\u043e\u043c\u043f\u0430\u043d\u0456\u0457 \u0441\u0432\u0456\u0442\u043e\u0432\u0438\u0445 \u0431\u0440\u0435\u043d\u0434\u0456\u0432 \u0434\u043e \u0432\u0456\u0434\u043a\u0440\u0438\u0442\u0442\u044f \u043c\u0430\u0433\u0430\u0437\u0438\u043d\u0456\u0432 \u0432 \u0433\u043b\u043e\u0431\u0430\u043b\u044c\u043d\u043e\u043c\u0443 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0442\u0435\u043e\u0440\u0456\u044f \u0431\u0440\u0435\u043d\u0434\u0438\u043d\u0433\u0443, \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f, \u0411\u0435\u043d\u0435\u0442\u0442\u043e\u043d, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0432 \u0456\u043d\u0434\u0443\u0441\u0442\u0440\u0456\u0457 \u043c\u043e\u0434\u0438.<\/p>\n

References<\/strong><\/p>\n

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  2. Bastos W., & Levy S. J. (2012). A history of the concept of branding: practice and theory. Journal of Historical Research in Marketing, 4(3), 347-368.<\/li>\n
  3. Elsayed Elnashar(2000): thesis entitles “Design of Database for Forecasting the Specification of Woven Fabric Design for Ladies Dresses”. University of Helwan, Cairo, Egypt.<\/li>\n
  4. Elsayed Elnashar (2017) Philosophy \u2013 Elements and Prancipals of design – Drawing the human body of fashion, Publishing house: Noor Publishing<\/a>. URL: https:\/\/www.noor-publishing.com<\/a><\/li>\n
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  9. Jean-Noel Kapferer, Philip Kotler(2008) \u201cNew exciting ideas and perspectives on brand building!\u201d 4TH EDITION: THE NEW STRATEGIC BRAND MANAGEMENT, Creating and sustaining brand equity long term, 4TH EDITIO Kogan Page Limited, Fourth edition 2008, Great Britain.<\/li>\n
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  14. Snowball sampling (2019). URL: https:\/\/en.wikipedia.org\/wiki\/Snowball_sampling?fbclid=IwAR3YyTx1uu\/ UUVFQt98hGPFjikMnUkChcAfRxt7GMDHJ9EU-4CvNuFAVM_tQ#Description<\/li>\n
  15. UNITED COLORS OF BENETTON, (2019) Coordinate communication with stores in over 20 countries worldwide. URL: https:\/\/mcubeglobal.com\/projects\/united-colors-of-benetton\/<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3409"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3409"}],"version-history":[{"count":3,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3409\/revisions"}],"predecessor-version":[{"id":4335,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3409\/revisions\/4335"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3409"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3409"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3409"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}