Innovation science and technologiy Том 2 № 4 (2026)
FASHION MARKETING AS AN INSTRUMENT FOR SHAPING CONSUMER-BASED BRAND VALUE
Navruz-Zoda, Bakhtiyor, Aripova, Makhliyo
Аннотация
This article examines fashion marketing as a strategic instrument for shaping consumer-based brand value(CBBE) in the context of global competition. Drawing on a mixed-methods design — qualitative case analysis of fiveleading global brands (Zara, Louis Vuitton, Gucci, H&M, and Shein) and a quantitative survey of 312 consumers fromfive countries — the study identifies the key mechanisms through which fashion narratives are translated into perceivedbrand value. An original four-factor IECS model (Identity–Exclusivity–Community–Sustainability) is proposed, integratingthe dimensions of identity, exclusivity, community, and sustainability in consumer value formation. Practical implicationsfor branding strategies in the context of the post-pandemic transformation of the luxury and mass-market segments arealso discussed.
fashion marketing, consumer-based brand equity, global competition, branding, exclusivity, sustainability, brand identity, digital marketing, luxury segment, fast fashion
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