Evolution of strategic development of domestic local brandsof light industry and fashion industry

The study is of high relevance due to fundamental changes in the business landscape of the domestic light industry and fashion industry, and the growing significance of the creative sector. Withdrawal of a significant number of international retailers, transformation of consumer preferences towards the support of the domestic manufacturer and the adopted state policy on import savings have created strategic opportunities for the long-term development of the local brands. They are no longer a niche phenomenon, and have become an important segment of the economics which can satisfy consumer demands. The long-term development of local brands is impossible without a system strategic approach. Strategizing makes it possible to transform the cultural code and local authenticity into long-term advantages. The purpose of the study is to carry out the analysis of the evolution of domestic local brands of light industry and fashion industry. Understanding of the historical context allows using the accumulated experience for developing relevant development strategies of local brands. The theory of strategy and methodology of strategizing by Vladimir Kvint is used as the theoretical and methodological basis of the study. The article also applies such methods as analysis, synthesis, observation, systematization, abstraction, comparison, and generalization. As a result of the study, the author has clarified the concept of a local brand in relation to the light industry and the fashion industry, and has identified its key strategic characteristics (authenticity, locality, connection with cultural narrative, short value chain). The author has carried out retrospective analysis of the evolution of local brands in Russia and identified the factors of the external and internal environment that influenced their strategic development. The author’s table for the integration of the locality component into the valueadded cycle of an enterprise in the industry has been created. Being a complex socio-cultural construct, a lo calbrand reflects traditions, values, historical memory and cultural code of the territory. The strategizing of a local brand reaches the level of corporate and national priorities.