Social reception of companies’ marketing strategies in the area of socially responsible consumption. An example of clothing market
The paper addresses the issues of fashion and trends in consumer behaviour that refer to building a marketing strategy based on a changing system of values in modern societies, which, in a sense, is also created by marketing activities referring to socially responsible products and services. E t h i c a l F a s h i o n will serve as an example. The paper also contains discussion on the functioning of the term fashion as a quite short-lived phenomenon versus the term trend, which is treated here as a phenomenon that is developing, growing and lasts longer in increasingly broader consumer groups.