تصميم و ابتكار العلامة التجارية للملابس في ضوء الاتجاهات الحديثة للتسويق

Abstract EN

In light of the great international competitiveness in the ready-made clothes market, especially knitwear, some international brands with high levels of design and finishing have spread, which may affect the competitiveness of Egyptian clothing brands inside or outside Egypt.

At the local level, we find that the Egyptians prefer foreign brands, believing that they are of higher quality and deserve a higher price.

Hence, this study focused on the steps of designing and creating a brand for one of the types of men's clothes, which includes designs characterized by excellence, and marketing them using modern communication technology (i.

e.

social networking sites), which contributes to increase the products marketing capacity depending on the strategy of building the brand, the specifications of the successful brand, as well as the analysis of some foreign and domestic clothing brands and how to market them.

One of the most important results of the research is the launch of a proposed brand in the men's clothing market of knitted material under the name (klader), taking into account the standards of the local and international market in terms of the technical side of the design, through the material and finishing method and finally the packaging method, in addition to marketing thought in terms of supply in commercial shops.

By rating the proposed product, the results revealed the agreement of most of the specialized raters on the possibility of making a competitive clothing brand in the local market.