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All Journal Jurnal Tabarru': Islamic Banking and Finance Jurnal Review Pendidikan dan Pengajaran (JRPP) Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Jurnal Ekonomi Manajemen dan Sosial (JEMeS) ALLURE JOURNAL Relevance: Journal of Management and Business Anjasmoro: Islamic Interdisciplinary Journal Jurnal Ilmu Sosial dan Humaniora Indonesia Economic Journal
Fajar Santoso
Universitas Islam Negeri Raden Mas Said Surakarta
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Indonesia Economic Journal

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Brand Flexibility in Fashion: A Literature Review Santoso, Fajar; Artha, Bhenu
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/70rtev67

Abstract

Fashion brands today face a rapidly evolving market environment where consumer expectations and competitive dynamics demand agility and innovation in branding strategies. Digital marketing adaptation has emerged as a cornerstone for achieving branding flexibility in the fashion industry. This article reviews current literature on how fashion brands implement branding flexibility through digital marketing strategies, drawing upon recent empirical studies, strategic frameworks, and case analyses from diverse markets. The review covers various digital marketing channels including social media, influencer partnerships, and artificial intelligence (AI) interventions, and highlights their role in shaping brand awareness and brand image. In this dynamic context, the ability to swiftly adapt branding strategies plays a pivotal role in the success and longevity of fashion brands.
Co-Authors Abd Haris, Abd Aditya, Ascasaputra Agustin, Safira Wulan Artha, Bhenu Asri, Cahya Purnama Bahri bahri Dindadianti, Afif Ida Fatimah, Rhamadinna Fitri, Niken Rizki Hadi, Antonius Satria Khotimah, Reni Neni Wahyuningtyas, Neni Niken Permata Sari, Niken Permata Rajagukguk, Ester Wulan Pestaria Sari, Utami Tunjung Shafa, Gefira Zahirah Subagio, Lutfi Bagus