STRATEGIES FOR DEVELOPING LOCAL FASHION BRANDS IN THE CONDITIONS OF DIGITAL TRANSFORMATION
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Abstract
The article examines the effects of digital transformation on local fashion brands' operations and their strategies for innovative development. In recent times, the Uzbek fashion industry has reached a new phase due to the emergence of the digital economy. In this context, strategies for efficient management of e-commerce, online marketing, brand recognition, and customer engagement via social media are becoming increasingly significant. The research established strategic pathways to enhance the competitiveness of regional fashion brands (Mursak, Suraya Collection, Inside by Sana, etc.) in the online landscape. Specifically, a strategy for personalization involving AI-driven design, boosting exports via digital platforms, and assessing customer experience is suggested. The findings provide a methodological foundation for the sustainable progress of local brands in the global market.
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