INTERNATIONAL MARKETING OPPORTUNITIES THROUGH FASHION INDUSTRY MARKETING STRATEGIES
Abstract
This article analyzes the role of marketing strategies in the internationalization of the fashion industry within a theoretical framework. Core marketing components — brand, product, price, distribution, and communication — are evaluated in terms of their adaptability in global contexts. Regional approaches are comparatively assessed, and a strategic structure is proposed based on a conceptual model. Content analysis and comparative methodology are applied. Based on the findings, the impact of digital techn ology integration on effectiveness is identified, and strategic recommendations are formulated.
Keywords
fashion industry, marketing strategy, international market, digital communication, adaptation, conceptual model. 512
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