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No. 3 (2025)
Marketing

Articles

STRATEGIC MARKETING APPROACH OF NATIONAL FASHION BASED ON GLOBAL CULTURAL AND DIGITAL COMMUNICATION HARMONY

Published 2025-03-28

Authors
Tuxtaeva Oydinoy Normamatovna
Affiliation
Entrepreneur, image stylist
PDF (Uzbek) Google Scholar Google Scholar

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.

Keywords

national fashion, global branding, cultural identity, digital communication, brand loyalty, emotional engagement, Kapferer model, 5A model

References

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