STRATEGIC ISSUES OF LOCAL FASHION BRAND DEVELOPMENT
DOI :
https://doi.org/10.5281/zenodo.17490546Résumé
In the context of digital transformation and changing consumer preferences, developing their own fashion brand is becoming an urgent task for companies. This task is especially important for companies seeking to maintain competitiveness in a saturated market.
The results of other studies are also analyzed within the framework of the study. The scientific literature on fashion brand development strategies follows a multifaceted approach, covering issues of digital transformation, consumer engagement, sustainable development and ecological marketing.
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