Abstract
The article presents a practical model for a successful interaction between the young fashion buyers and the brand-ambassadors. From the theoretical point of view, two models of the brand-ambassador and the target group interconnectedness were investigated – the BETTER model, used to describe the brand, which is relevant for the brand-ambassador selection, and the FIVE ELEMENT model, used to describe the brand-users. Based on the analysis of the theoretical work and the data gathered in the research, the practical interaction model for the Lithuanian fashion buyers and the “Inkariukai” brand-ambassadors was compiled.
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