Marketing Issue 3 (2025)
STRATEGIC MARKETING APPROACH OF NATIONAL FASHION BASED ON GLOBAL CULTURAL AND DIGITAL COMMUNICATION HARMONY
Tuxtaeva Oydinoy Normamatovna
Abstract
This study analyzed the transformation of Uzbekistanʼs national fashion brands into global ones. It examined the role of cultural identity in brand positioning, the function of digital communication in fostering emotional engagement with consumers, and psy chological drivers of brand loyalty. The brands Lali Fashion, Bibiona, and Khan -Atlas were used as case examples. The research drew upon Kapfererʼs Brand Identity Prism, Kotlerʼs 5A marketing model, and Oysermanʼs Identity -Based Motivation theory as analyt ical frameworks. The findings indicated that the success of 628 national fashion brands was strongly linked to their ability to integrate cultural meaning, digital storytelling, and identity -based consumer interaction into a cohesive branding strategy.
national fashionglobal brandingcultural identitydigital communicationbrand loyaltyemotional engagementKapferer model5A modelнациональная модаглобальный брендинг
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