1. Introduction

Fast changes in technology as well as customers' expectations make a producer keeps improving his/her fashion products and quality in order to keep his/her position on the market. It is not necessary only to apply the latest technological achievements in the production of high quality garments, although garment production IS a very complex process. Quality of each garment production asks for:

1. quality of a product,
2. quality of a textile material,
3. quality of a process of production - quality of a market research, quality of a design, quality of a material purchase, quality of a production as well as of sale.

Working expenses in southeast Europe are still attractive for European conditions, so efforts are made in order to satisfy market demands as well as to accept challenges of Asiatic producers both by quality and prices. Many use know-how (available technical knowledge) and flexibility as well as closeness of thr WestEuropean market. In order to survive in European fashion industry, existing factories should pay attention to the following 5 (five) rules [I]:

1. innovation of products,
2. authenticity of fashion designers' creativity,
3. small series,
4. flexibility,
5. production of special products (sport wear, special and protective clothes) and the use of special markets instead of standard products supply - industrial production to measure, garments for special ages and height.

Today, consumers have objective possibilities to satisfy their needs concerning products better than they had in the past thanks to standard, social-economic development, technological progress, modern information systems, culture and educational advances. Permanent changes in fashion stand for creativity of designers team.

Depending on the purchase ability consumers react at fashion. Fashion trends cause economic, psychological and sociological effect among consumers. Consumers will often buy new and prestige products that are above their spending capacity, especially "branded" pieces of garment, wanting to identify themselves with the special social group and to achieve the status in the society by wearing such garments.

The increasingly global nature of the fashion industry means that making all the right moves has never been more important for success. Today competitive advantage springs from the ability to quickly identify and exploit new trends. Garment manufacturers in fashion industry are divided into leaders and those who copy (copyist). Leaders design a new product, impose and dictate new fashion helped by powerful centres of design and modern technology together with marketing company. Manufacturers who copy are late with production, but find their place in satisfying a large garment production market. Often they don't strike back with the quality of products but there is also a completion between them. The most successful manufacturers in fashion industry are those with organized and expert teams in design and marketing, because they dictate a cycle of current fashion and introduce new fashion designs surprising competitors.

Designers in a Serbian fashion industry get information on fashion trends, colours, materials and lines from case to case, by reading fashion magazines, visiting seminars held by the Association of German designers from time to time and but not very often visiting fairs and fashion shows abroad. The choice of colour, model or textile material is often limited by designer's subjectivity, by his/her not being informed, by material expenses, impoverished market claims etc. [2]