DEVELOPMENT OF METHODS AND TECHNOLOGIES FOR REBRANDING PREMIUM BRANDS OF THE FASHION INDUSTRY BASED ON THE SBBE-MODEL

Abstract

This article focuses on the process of rebranding with the consistent disclosure of its essence and the need for basic procedural issues of brand transformation. Since rebranding is directly related to brand positioning, with the intention of transforming the image, the authors have decided to demonstrate and link the substantive characteristics of the key stages of rebranding with an example of its implementation in the field that most clearly reflects the connection with the values of the target audience. The transformation of luxury clothing brands is closely connected with the users’ desire to emphasize their individuality and show personal positioning through the decision to show their uniqueness in a special way. It is the example of the market of fashionable prestigious clothing that is most indicative for understanding the user's decision-making from the position of value attitudes and allows you to see the significance of the SBBE model. Here we find an example of the overlap of the need to increase the competitiveness of a brand and its user. After all, it is the premium segment fashion market that distinguishes a circle of customers with a desire to strengthen personal positioning in certain groups of influence. The authors conducted a qualitative study, including an in-depth interview and a focus group with users who prefer to purchase branded clothing of a prestigious class. As the study showed, the respondents formed a group of users who distinguished them from users of clothing of other price segments by the fact that they built their own conscious positioning through the purchased clothing brand. The SBEE model provides the most in-depth presentation of rebranding in the luxury fashion market, and allows us to see certain patterns applicable in the rebranding of other goods and services.