U ovom radu analizirane su marketinške aktivnosti i odnosi s javnošću u modnoj industriji. Prije svega definirani su osnovni pojmovi marketinga i odnosa s javnošću te prikazane specifičnosti ta dva pojma u modnoj industriji. Poseban osvrt je na marketing i marketinško okruženje u modnoj industriji te su definirani specifični koraci u kreiranju ove strategije, od kreiranja priče modnog branda da samog brandiranja. Između ostalog predstavljene su tehnike i metode koje se koriste kod marketinške strategije i odnosa s javnošću u svijetu mode. U radu je definiran pojam odnosa s javnošću te njegov povijesni razvoj s posebnim osvrtom na specifičnost odnosa s javnošću u modnoj industriji. Objašnjene su i tehnike odnosa s javnošću koje se koriste u svrhe oglašavanja i obavještavanja javnosti. Na primjeru modne kuće Zara prikazano je kako ona primjenjuje marketinšku strategiju i odnose s javnošću u svom poslovanju te je detaljnije prikazano na koji način se koristi određeni medij kako bi se ostvario kontakt i utjecaj na potencijalnog kupca.

Marketing activities and public relations in the fashion industry are analyzed in this paper. First of all, the basic concepts of marketing and public relations are defined, and specifics of these two concepts in the fashion industry are also presented. Special attention is given to the marketing and marketing environment in the fashion industry and specific steps have been defined in the creation of this strategy since the creation of the fashion brand lies down and branding itself. Among other things, the techniques and methods used in marketing strategy and public relations in the world of fashion are presented. The paper deals with the term of public relations and its historical development, with particular reference to the specificity of public relations in the fashion industry. Public relations techniques that are used in these advertising and public disclosure purposes are also explained. On the example of the fashion house Zara, it is shown that it applies marketing strategy and public relations in its business and in more detailed way is explained what particular media is used to make contact and influence on a potential buyer.