In today’s competitive global marketplace, branding has become one of the most critical tools for sewing and knitting enterprises to establish sustainable growth and long-term market positioning. While these industries are traditionally associated with low-cost production and mass consumption, modern consumer expectations demand much more: authenticity, uniqueness, ethical practices, and an emotional connection with the product. This article explores the role of brand strategies in enhancing the competitiveness of sewing and knitting enterprises, with emphasis on narrative branding, market segmentation, sustainability-driven strategies, and digital innovation. It demonstrates how enterprises can leverage branding not only to attract customers but also to create trust, loyalty, and differentiation in a crowded market.

Branding, sewing enterprises, knitting industry, competitiveness, sustainability, digital marketing

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