DIGITAL MARKETING STRATEGIES FOR ENHANCING THE COMPETITIVENESS OF FASHION BRANDS IN EMERGING MARKETS

The rapid diffusion of digital technologies has significantly changed the competitive environment of the fashion industry, particularly in emerging markets where young populations, mobile-first consumer behavior, growing e-commerce adoption and intensive social media use create both opportunities and pressures for fashion brands. This thesis examines digital marketing strategies that can strengthen the competitiveness of fashion brands operating in emerging economies. Particular attention is given to social media marketing, visual content, influencer marketing, social commerce, electronic word of mouth, personalization, digital fashion technologies, brand community development and data-driven marketing. The literature shows that digital competitiveness is not achieved simply by maintaining a presence on social networks.