Interaction between Consumers and Business Agents in the Fashion Industry

Abstract

The article discusses the fashion industry, as one of the creative industries, and investigates the consumer and business agents linkages. Numerous authors, on whose research the current study has been based, have analyzed creative industries, fashion industry and its dimensions, processes, transformation, as well as fashion consumption, fashion consumers with their behaviour, needs and values, among other objects. However, in the related research, processes in the fashion industry have not yet been approached as involving both consumers and fashion industry business agents, who implement the manufacturing, design, marketing, and retailing functions. To bridge this gap, the problem of the current research has been raised: how consumers interplay with business agents in the fashion industry? Thus, the present article aims to reveal the interaction between consumers and business agents in the fashion industry.