ECONOMETRIC ASSESSMENT OF THE IMPACT OF LOCAL FASHION BRANDS ON CONSUMERS' DRESS IMAGE

Abstract

This article analyzes the impact of local fashion brands on consumers' clothing image using econometric methods. The study uses regression analysis to identify the main factors influencing consumers' purchase intentions - brand loyalty, brand acceptance, and word-of-mouth advertising. The results show that these factors, when used in a comprehensive manner, provide a competitive advantage for local fashion brands in the market. The article also provides practical recommendations for developing brand strategies in the conditions of Uzbekistan, which will serve to shape the image of consumers and strengthen the position of national fashion brands in the global arena.