METHODOLOGY FOR INFLUENCE OF LOCAL FASHION BRANDS ON CONSUMERS' DRESSING IMAGE

Fashion plays a vital role in constructing personal and social identity. In many societies, clothing choices are not merely utilitarian but serve as symbolic tools through which individuals communicate values, status, and cultural affiliation. With the rise of local fashion brands, consumers increasingly navigate between global influences and local traditions when forming their dressing image. Local brands carry distinctive features—cultural heritage, traditional aesthetics, and regional craftsmanship—that distinguish them from multinational fashion houses.