undergraduate thesis
Market structure analysis in sector of fashion industry

Nikol Dujmović (2015)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleAnaliza tržišnih struktura u sektoru modne industrije
AuthorNikol Dujmović
Mentor(s)Dean Sinković (thesis advisor)
Abstract
Tržišne strukture dijele se na savršenu i nesavršenu konkurenciju. Modnu industriju obilježava nesavršena konkurencija s različitim tržišnim strukturama, ovisno o modnom sektoru. Monopolistička konkurencija obilježava tržište brze mode, to jest maloprodajnu modnu industriju. Dok je tržište visoke mode bolje okarakterizirano kroz oligopol. Savršena konkurencija postoji samo u teoriji i dobrim se djelom može usporediti s monopolističkom konkurencijom. Različitost tih dviju struktura se ističe kroz diferenciranost proizvoda. Kod savršene konkurencije proizvodi su homogeni, a kod monopolističke konkurencije mogu biti homogeni ali i diferencirani. Diferencirani proizvodi su oni koji se razlikuju od drugih i ovdje proizvođač može steći konkurentsku prednost. Kod savršene konkurencije i monopolističke konkurencije postoji slobodan ulazak i izlazak s tržišta, po čemu se te dvije strukture značajno razlikuju od oligopola gdje postoje brojne prepreke ulasku, opstanku a i izlasku s tržišta. Potrebno je istaknuti da kod oligopolskih tržišta sudjeluje svega nekoliko većih proizvođača, dok kod monopolističke konkurencije postoji veliki broj poduzeća različitih veličina. U svijetu maloprodaje najveći konkurenti su H&M i Zara kroz grupu Inditex, dok su u svijetu visoke mode svega desetak proizvođača koji čine svu ponudu. Industrija se vrti oko raznih modnih kuća, a na trećem mjestu je Kering – poznatiji pod starim nazivom Gucci Group. H&M je društvo s ograničenom odgovornosti, koji najvećim djelom posluje na području Europe; nema vlastitu proizvodnju što mu otežava odgovaranje na modne trendove i zahtjeve tržišta; za razliku od poduzeća Zara koje je najpoznatije u grupi Inditex. Uz pomoć raširene industrije jako brzo odgovara na promjene u okruženju i nevjerojatnom brzinom kopira luksuzne brendove; o kakvoj proizvodnji luksuzne modne kuće mogu samo sanjati. Kering uživa u dobro izbalansiranom profilu kroz svoju geografsku prisutnost, zrelost svojih marki te distribucijske kanale koji njegove proizvode čine dostupnima svugdje u svijetu. Svoju diferencijaciju ističe kroz novi distribucijski kanal – Omnichannel.
Keywordsmarket structures unperfect competition fashion industry omnichannel
Parallel title (English)Market structure analysis in sector of fashion industry
Committee MembersTea Golja (committee member)
Dean Sinković (committee member)
Marinko Škare (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Organization and Management
Study programme typeuniversity
Study levelundergraduate
Study programmeBusiness Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
Study specializationManagement and Entrepreneurship
Academic title abbreviationuniv.bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2015-09-30
Parallel abstract (English)
Market structures are classified into perfect and imperfect competition. The fashion industry is characterized by imperfect competition with different market structures, depending on the sector the company is in. Monopolistic competition defines the market of fast fashion, while the market of high fashion is better defined trough oligopoly. Perfect competition exists only in the theory, and it can be compared easily with monopolistic competition. The difference between this two structures is highlighted through the differentiation of the product. In perfect competition products are homogeneous, and in monopolistic competition may be homogeneous but differentiated. Differentiated products are those which have characteristics that allows to their manufactures to gain a competitive advantage versus competition. In perfect and monopolistic competition there are no barriers to entry or exit from the business, whereas oligopoly has numerous barriers to entry, survival and exit from the market. It should be noted that oligopoly involves only few major players, while in monopolistic competition there are large number of the companies in the business. In the world of fast fashion, the biggest competitors are H&M and Zara – the part of Inditex group, while in the world of high fashion there are only ten major players that count for almost the entire high fashion supply. Industry revolves around various fashion houses, and in third place is Kering – better known under its old name Gucci Group. H&M is a company with limited liability, which have in house production that limited its competitivity on the market as it can not respond to fashion trends and market demands fast enough; unlike company Zara. With highly developed supplying channels Zara is able to quickly adopt to market needs, it is able to copy very fast the luxury brands, that some high fashion brands could just dream on. Kering enjoys a well-balanced profile trough its geographical presence, the maturity of its brands and distribution channels that makes its product available all over the world. Differentiation of Kering is new distribution channel named omnichannel.
Parallel keywords (Croatian)tržišne strukture nesavršena konkurencija modna industrija omnichannel
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:772978
CommitterBarbara Dušan