THE IMPORTANCE AND SIGNIFICANCE OF THE MARKETING MIX ELEMENTS IN A FASHION RETAILING

Abstract

Significant and fast changes in the retail market, and especially in the retail market of fashion products, require constant care to create the most effective marketing mix. Consequently, the aim of this paper was to investigate the significance of certain elements of the marketing mix in the retail of fashion products in the Croatian market. For this purpose, empirical research was conducted on a sample of 537 subjects. It was conducted using an electronic questionnaire, which was distributed through the social network “Facebook” and was also e-mailed. The SPSS software package was used for data processing. The research findings indicate that the features of the range as a whole are the most important for consumers in fashion retail. The same research suggests that services to the consumer are somewhat less important while price as an element of the marketing mix in the retail of fashion is the least important element. The research further shows that there is no great importance and significance to the appearance and atmosphere of a retail store for fashion products. The location of fashion retail is important only in terms of the proximity of fashion retail to the place of residence. Although we do not find the importance of promotion as a whole in the retail of fashion products in the Republic of Croatia in the research, we can emphasize that the importance, when it comes to promotion, should be devoted to giveaway programs, seasonal discounts, etc.