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Marketing in the fashion sector gained widespread popularity in the 20th century, particularly after World War II, when the fashion industry became one of the most successful and flourishing sectors of the economy. It was during this century that fashion houses such as Chanel, Christian Dior, Elsa Schiaparelli, and Balenciaga emerged. Fashion evolved into a socio-economic phenomenon that not only reflected societal changes but often initiated them. The fashion world underwent various changes depending on the geopolitical situation, wars, and developments in science and sports. Marketing serves as a regulator of both direct and feedback interactions between consumption and production. Active use of marketing allows producers to organize their activities considering consumer interests, to solve market problems in the most rational way, to maximize profit opportunities, and to plan activities based on anticipated market development trends.
Afrasiyab et al. (Mon,) studied this question.