Strategic Brand Transformation in Consumer Goods Industry and Fashion

Anna Khvorostyanaya

doi:10.21603/2782-2435-2023-3-1-86-96

UDC

338

STRATEGIC BRAND TRANSFORMATION IN CONSUMER GOODS INDUSTRY AND FASHION Strategic Brand Transformation in Consumer Goods Industry and Fashion

АА Аа

Published in Strategizing: Theory and Practice · Pages 86–96 · Rubric: National and Regional Strategies

DOI: https://doi.org/10.21603/2782-2435-2023-3-1-86-96

Received: 10.01.2023 Accepted: 23.01.2023 Published: 16.03.2023 Language of publication: RUS

Authors

Anna Khvorostyanaya

ORCID

Anna Khvorostyanaya

Academic degree: candidate of economic sciences

Lomonosov Moscow State University Russian Federation · Moscow

ORCID

ABSTRACT

Strategic trends and patterns change the organizational, consumer, and instrumental landscape of the light industry and fashion companies. The current development of strategic branding is connected with the humanity (empathy) trend. In strategic branding, success depends on the right strategic decisions and customers’ feedback. Companies need to track consumer behavior, select relevant strategic communication tools, and create personalized propositions if they want to provide a sensitive response to customer preferences in real time. The present research objective was to identify effective strategic priorities in brand humanity in textile, footwear, clothing, and fashion. The task is relevant because brand humanity remains understudied in the spheres of light industry and fashion. The research relied on such traditional methods as analysis, synthesis, abstraction, generalization, and comparison, as well as on the theory and methodology of strategizing developed by V.L. Kvint, Doctor of Economics and a Foreign Member of the Russian Academy of Sciences. The paper introduces a strategic concept for brand humanity development. This model can provide companies with a new image and improve their reputation. The article also contains some methodological recommendations that can find practical application in the corporate brand development.

KEYWORDS

light industry, fashion industry, strategy, strategic priority, brand

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JATS XML

Chairman of the International Editorial Board

Vladimir Kvint

Editor-in-Chief

Albert Bakhtizin

albert.bakhtizin@gmail.com

Editorial board member

Anna Khvorostyanaya

Khvorostyanayaas@gmail.com

GOST

Khvorostyanaya A. S. Strategic Brand Transformation in Consumer Goods Industry and Fashion // . 2023. pp. 86-96. DOI: https://doi.org/10.21603/2782-2435-2023-3-1-86-96. (Date of access 20.08.2026).

MLA

Anna Khvorostyanaya. "Strategic Brand Transformation in Consumer Goods Industry and Fashion." (2023): 86-96. DOI: https://doi.org/10.21603/2782-2435-2023-3-1-86-96.

APA

Khvorostyanaya A. S. (2023). Strategic Brand Transformation in Consumer Goods Industry and Fashion. , 86-96. https://doi.org/10.21603/2782-2435-2023-3-1-86-96

Chicago

Anna Khvorostyanaya. "Strategic Brand Transformation in Consumer Goods Industry and Fashion." , no. (2023): 86-96. https://doi.org/10.21603/2782-2435-2023-3-1-86-96.

WIKI

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STRATEGIC BRAND TRANSFORMATION IN CONSUMER GOODS INDUSTRY AND FASHION Strategic Brand Transformation in Consumer Goods Industry and Fashion

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