BRANDING IN THE MODERN FASHION INDUSTRY: FEATURES OF CREATING A UNIQUE IDENTITY IN DIGITAL SPACE
DOI:
https://doi.org/10.32782/2415-8151.2025.38.1.18Keywords:
branding, fashion industry, identity, digital space, visual image, color, logo, social networksAbstract
The purpose of the article is to identify the features of branding in the fashion industry of the first quarter of the 21st century. and to find out the specifics of the process of creating a unique identity in the modern digital space. Methodology. The study used the method of analysis and synthesis, the method of theoretical analysis, the system and typological method, as well as the method of comparative and art historical analysis, thanks to which the theoretical developments of modern scientists on the topic of the study were analyzed, the features of branding in the modern fashion industry were considered, and the main approaches to creating a unique brand identity were identified through the prism of the specifics of the digital space. Results. According to the results of the study, it was found that in the context of the specifics of the fashion industry, branding encompasses all elements that shape the perception of the fashion business by the consumer: the mission and values of the company, the voice of the brand and the history of its origin, as well as the principles of visual style, such as corporate colors, logos and images. It is stated that at the current stage of development of the digital society, fashion branding appears as a cultural attraction, which is achieved in the process of implementing a complex multi-faceted complex, in which visual solutions and opportunities provided by modern tools of graphic design, web design, etc. remain fundamental. It is found that visual narration using digital images and videos on social networks contributes to the development of emotional connections and the creation of a clear perception among consumers. It is emphasized that as of the mid-2020s, the fashion industry is undergoing a profound transformation that goes far beyond the implementation of new technologies and is due to deeper cultural shifts that challenge the understanding of identity, offering new ways of self-expression. In this context, branding is undergoing certain transformations aimed at developing innovative techniques and methods for achieving fundamental tasks. Scientific novelty. For the first time, the issue of branding in the modern fashion industry is considered from an art historical perspective through the prism of the features of creating a unique identity in the digital space. Practical relevance. The results of the study of the process of creating a unique identity in the modern digital space can become the basis for further art historical research into the features of branding in the modern fashion industry. Individual provisions can be used when writing manuals and included in design lecture courses.
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