Strategic communication planning is of utmost importance for the future of each company to effectively leverage resources, run ideas, generate new customers, and ultimately save time. Before defining a communication strategy, it is important to define the desired goals, the target audience and the key messages it wants to communicate. The communication strategy needs to be feasible, precisely designed, and the activities that it involves ultimately must yield positive results. Communication channels are selected in accordance with the target audience, the costs and the effect that is to be achieved. The effect of the implemented communication strategy is verified by an evaluation after which it is possible to assess whether all the activities and the aspects that need to be upgraded are successful in the foreseen time period. Borovo Plc. is the most famous and longest Croatian shoe production company (Borovo.hr, 2019b). It is well-known for the quality of its products but still does not generate enough revenue. Some of the problems the company faces are post-war debts that prevent its growth and development, lack of communication with the media and young people, and insufficient investment in modernizing its models and advertising. Looking at the work of Borovo, it is necessary to look at its domestic and foreign competitors as well as the weaknesses and strengths of the company. Some of the strengths of a company are tradition, quality and own production, while weaknesses in financial debt, lack of public relations department, and inadequately modern models of shoes. Opportunities in further business can be achieved by expanding the business or by opening new stores in neighbouring EU countries, while an increasingly threatening factor is leaving the labour force overseas. The aim of this final paper is to emphasize the importance of strategic communication in the textile industry as it contributes to the successful business of the company. A detailed written communication strategy enables companies to allocate resources more efficiently and reach their predefined goals faster. In addition, writing strategies can anticipate potential problems and crises in the future and prepare responses to them.