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Tensions between designers and marketing experts in fashion companies are created largely because the design values are opposing to the values of marketing. Among other things, a better understanding of the concept of fashion marketing, which is based on equal respect for design, customers and profits of fashion companies, contributes to the reduction of misunderstanding. It has been confirmed by research carried out in the countries of the Western Balkan.doi:10.35530/it.069.02.1409 fatcat:suacfyb6mnaarbcwxdwhifhpny