Opportunities to improve collaboration between designers and marketing experts in fashion companies

Abstract

Misunderstandings between designers and marketing experts in fashion businesses arise to a great extent because design values are in conflict with the values of marketing. These values are based on principles such as target market, customer needs, integrated marketing and profitability. On the other hand, some of the traditional values distinguishing designers are: creative freedom, imagination, willingness to take a risk, innovation, etc. Among other things, better understanding of the concept of fashion marketing based on equal respect for design, customers and profits of fashion companies contribute to reducing misunderstandings. This was confirmed by studies conducted in Serbia.