INTRODUCTION

In any industry, customers are undoubtedly an important element, because it is to them that the final product goes. The same is also true in the fashion industry. It is important to keep in mind that there are many types of customers, and an individual and tailored approach should be applied to each of them, wanting to make them loyal buyers of the brand’s products. Besides, the aspect of buying products responsibly is very important, especially in this era of consumerism. The brand’s marketing strategy in particular should focus on creating awareness in buyers about what they buy, from where, and at what price.