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Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Tuesday, May 3 • 3:30pm - 3:50pm
Strategy of the introduction of a new brand in the Polish media space on the example of the Fashion Post web portal

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In the Polish media fashion is mostly present in glossy magazines and on the Internet. Fashion blogs for both women and men are very popular. Television and press are dominated by narrative guides (advice on clothing and beauty) and social guides (fashion by celebrities and show business). The example of the described in the article Fashion Post web portal, which was launched in January 2015 at the initiative of Justyna Duszyńska and Maryna Tomaszewska, shows that there was no website in the Polish media space that would present fashion as a wide range phenomenon, which is a part of culture. Analysis of the site’s functioning, based on the interview with the founders, clearly demonstrates that strength and awareness of the concept of a media brand is an important element in the development, implementation and management of the strategy for its presence in the market. The matters related to the role of manager, leadership, and relationship between local and global processes were also presented. The aim of the article is to show the role of media in shaping the industry, and to highlight the essence of management in media. The article is innovative, indirectly concerns fashion, which as the subject of research has so far been absent in Polish scientific discourse.

Authors
avatar for Michał Wójciak

Michał Wójciak

PhD Student, Jagiellonian University
Michał Wójciak is a doctoral student at the Faculty of Management and Social Communication at the Jagiellonian University in Cracow, where he received a Bachelor’s Degree in Film Studies in 2010 and a Master’s Degree in Culture Management in 2012. He also graduated from Cracow... Read More →

Moderators
avatar for Sylvia Chan-Olmsted

Sylvia Chan-Olmsted

University of Florida
Sylvia Chan-Olmsted is the Director of Media Consumer Research at the University of Florida. As a professor, she also teaches brand management, consumer and audience analytics, and media management at both graduate and undergraduate levels. Her research expertise includes digital/mobile... Read More →


Tuesday May 3, 2016 3:30pm - 3:50pm EDT
Room 401 Law School
  Media Brands & Branded Media
  • Manuscript # 1146
  • Session # A32