ReFix

In the fashion, industry brands are especially important, because the competition is high, and companies need to attract new customers and keep them. Successful branding requires a good knowledge of consumers and their purchasing processes. Brands have an important function in the fashion world, both for businesses and consumers. The brand is assured to the consumers by the quality and by acquiring some image and status in the company. A strong brand makes a profit for the company. In addition, a strong brand enables setting high prices and expansion of product range and introducing new products. In the survey, we wanted to examine the behaviour of customers in the clothing brands in the Slovenian market. We used a survey questionnaire to get the appropriate answers. The survey found that most respondents want to buy clothes in larger shopping centres and in the Internet, most often during the sale after the season.