Role of Marketing Communication in the Clothing Industry of Slovenia

Abstract

This article presents the empirical research of marketing communication in the clothing industry in Slovenia. The aim of our research was to find out how our textile companies use marketing communication mix for promotion products and brands. The research confirms that the structure of marketing communications mix in the sample of clothing industry in Slovenia doesn‘t deviate from the one, proposed by eminent authors from this field in the world. It was found that advertising is one of the most important instruments of marketing communications mix in the clothing industry in Slovenia. Also important are personal selling and sales promotion as well as public relations. However, Slovenian textile companies haven‘t enough own brand names for promotion at domestic and foreign markets.