FASHION MARKETING AS AN INSTRUMENT FOR SHAPING CONSUMER-BASED BRAND VALUE
DOI:
https://doi.org/10.5281/zenodo.19663887Keywords:
fashion marketing, consumer-based brand equity, global competition, branding, exclusivity, sustainability, brand identity, digital marketing, luxury segment, fast fashionAbstract
This article examines fashion marketing as a strategic instrument for shaping consumer-based brand value
(CBBE) in the context of global competition. Drawing on a mixed-methods design — qualitative case analysis of five
leading global brands (Zara, Louis Vuitton, Gucci, H&M, and Shein) and a quantitative survey of 312 consumers from
five countries — the study identifies the key mechanisms through which fashion narratives are translated into perceived
brand value. An original four-factor IECS model (Identity–Exclusivity–Community–Sustainability) is proposed, integrating
the dimensions of identity, exclusivity, community, and sustainability in consumer value formation. Practical implications
for branding strategies in the context of the post-pandemic transformation of the luxury and mass-market segments are
also discussed.
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