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INTRODUCTION
In recent decades, the fashion world has undergone significant changes due to globalization, technology development and changing consumer preferences.
Global fashion brands, seeking to expand their markets and increase profits, are actively entering emerging markets such as Kazakhstan. These countries represent unique growth opportunities, but they also require brands to be flexible and adapt to local conditions. In a dynamically changing market, where consumer demand is influenced by cultural, economic and social factors, successful adaptation of strategies becomes a key element for achieving sustainable success.
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1. ANALYSIS OF INTERNATIONAL PRACTICES OF FASHION BRANDS
1.1. The history of fashion brand development
The history of brands is the history of fashion, creative search and reverent attitude to every detail. Any brand, especially one that has become a favorite among celebrities, has its part in the history of fashion, which represents not only clothes, but also a way of life, it becomes a symbol of freedom and expression. Every fashion brand starts with an idea that reflects the spirit of the times and strives to offer something fundamentally new.
For example, Armani Exchange appeared in 1991 as a democratic line of the Giorgio Armani fashion house, offering stylish and affordable clothes for the younger generation. It was a response to the demands of urban youth, eager to express their individuality through minimalism and functionality.
Calvin Klein, founded in 1968, pioneered minimalism long before it became a fashion trend. The brand started with the production of coats and dresses, but its real fame was brought by bold advertising campaigns and jeans collections, which set a new standard for urban fashion. Calvin Klein created a cult around simplicity, making it a symbol of luxury and sophistication.
Trussardi, in turn, began its journey in 1911 as a workshop for the production of leather gloves. The highest quality of handwork and attention to detail quickly made the brand recognizable, and in the 1970s it transformed into a full-fledged fashion house offering clothing, accessories and perfumes. It was an example of how a highly specialized family business was able to turn into a global legend.
These brands not only laid the foundation for their success, but also set the tone for entire trends in the fashion industry. Their first steps are not just the story of launching new collections, but the story of the changes they have brought to the idea of fashion and style. Sports and casual brands have come a long way from narrow functionality to global cultural influence. What was once created exclusively for sports has now become an integral part of everyday fashion, where comfort is combined with style.
Nike began its development in 1964 as a small company selling athletic shoes. The brand"s first innovations, including the legendary Waffle soles designed for runners, quickly attracted the attention of professional athletes. However, the real transformation came when Nike began collaborating with cultural and sports icons such as Michael Jordan. Thanks to this, the brand has become a symbol not only of sports, but also of street fashion.
Launched in 1949 in Germany, Adidas initially focused on professional soccer shoes. Over time, the brand expanded its range, making sneakers and casual wear as popular as sports equipment. Collaboration with musicians and designers, for example, with Kanye West to create the Yeezy line, took Adidas to a new level, turning it into a leader in casual trends.
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LIST OF USED LITERATURE
1. Brooksworth, F., Mogaji, E., & Bosah, G. (2022a). Fashion marketing in emerging economies: Conclusion and research agenda. In F. Brooksworth, E. Mogaji, & G. Bosah (Eds.), Fashion marketing in emerging economies—Strategies, tools and insights for fashion brands (pp. 1–16). Springer
2. Ippolitov S. S. The fashion industry of Kazakhstan and the national cultural heritage: problems of study // Journal of the Institute of Heritage. 2023. №2 (33).
3. Kovalenko, I. N. and Maksimenko, A. E. (2022). Rol’ dizaina v industrii mody. Endless Light in Science, 6, 320-324
4. Colasante, A. and D"Adamo, I. (2021). The circular economy and bioeconomy in the fashion sector: Emergence of a “sustainability bias”. Journal of Cleaner Production, 329, 129774, https://doi.org/10.1016/j. jclepro.2021.129774
5. Peters, G., Li, M. and Lenzen, M. (2021). The need to decelerate fast fashion in a hot climate – A global sustainability perspective on the garment industry. Journal of Cleaner Production, 295, 126390, https://doi. org/10.1016/j.jclepro.2021.126390.
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