Introduction. The article examines the challenges and specifics of forming a marketing strategy for promoting fashion brands in the modern business environment. The focus is on strategic marketing tools and digital communications that shape brand positioning within creative industries. The purpose of the study is to examine the peculiarities of forming and implementing a fashion brand promotion strategy using the example of the activities of EYE COMMS LLC. The research methodology is based on a combination of theoretical analysis, case studies and content analysis of marketing campaigns. As a result, it was found that Ukrainian fashion brands are increasingly using value-based communication, digital platforms and narratives with elements of national identity to adapt to crisis conditions and global trends. Based on the practices of EYE COMMS LLC, practical approaches to branding, cultural integration and interaction with the target audience have been identified. The conclusions indicate that strategic flexibility, combining cultural code and innovative tools, significantly increases brand awareness and consumer loyalty. The scientific novelty lies in the synthesis of theoretical approaches and practical experience of a Ukrainian creative agency operating in wartime, with the subsequent formation of an applied model for sustainable fashion brand development.
Dykhnych et al. (2025) studied this question.