MODERN FASHION INDUSTRY: TRENDS AND PROSPECTS FOR KAZAKHSTAN

Abstract

Purpose of the study is to identify the features and trends of the modern fashion industry and determine promising areas for further development and activation of the Kazakhstani fashion industry.Methodology. The study is based on the methods of system analysis, dialectic-logical approach, analysis of statistical data, review of scientific and journalistic literature and expert interviewing.Originality / value of the study. The authors of the article identified topical issues in the development of the fashion industry in Kazakhstan, taking into account global trends in the development of this industry and opportunities for further development of the fashion sector in the country. The recommendations proposed by the authors are of practical interest and will give impetus to further scientific analysis in this area.Results of the study. The authors of the article analyzed the statistical data on the development of the clothing industry in Kazakhstan for five years. It is concluded that the fashion industry in Kazakhstan is developing at a slow pace, despite the existing opportunities and great potential. The most important features and trends of the global fashion industry, such as globalization of resources, creation of strategic partnerships and alliances, strengthening of the influence of transnational corporations, growth of knowledge intensity, predominant focus on the budget price segment, and rapid increase in the digitalization of the industry, have been identified and analyzed. Based on the results of the analysis, promising directions for the development of the Kazakhstani fashion industry were substantiated – creation of strategic partnerships and alliances, active promotion of national brands, as well as co-branding, targeting, and increased digitalization of the industry.