Moda industriyasida sirkulyar mahsulotlarni bozorda ilgari surishning raqamli marketing strategiyalarini ishlab chiqish

Axmadjanova Rayhona Jasurbek qizi

Marketing · 2026-yil

Annotatsiya

The article examined digital marketing strategies for promoting circular fashion products, namely resale, rental, repaired, upcycled and recycled-fibre garments. The author synthesised the theories of the circular economy, slow fashion and product-service systems and systematised consumer motives and perception barriers related to circular clothing. Official statistics were used to assess Uzbekistanʼs textile export structure, e-commerce volume and leading marketplace indicators. A matrix matching circular business models with digital tools, a digital marketing effectiveness index and an indicator of the circular revenue share were proposed. A conceptual model combining the digital product passport, storytelling content, social commerce and pricing tools was developed. Practical proposals for promoting circular collections of national fashion brands through digital channels were substantiated. Proposals were also made on the phased introduction of the digital product passport and the creation of a circular fashion category on marketplaces. The proposed indicators enable brands to regularly assess the process and outcome effectiveness of their digital strategy.

Maqola ma’lumotlari
MualliflarAxmadjanova Rayhona Jasurbek qizi
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2026-09-25
Betlar145-155
TilO‘zbek
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2026issmaxsus/2072
Indeksga qo‘shilgan2026-10-18

DOI: 10.67668/mj/2026issmaxsus/2072 · Maqolaning asl sahifasi

Kalit so‘zlar

sirkulyar moda, raqamli marketing, qayta sotish, kiyim ijarasi, apsaykling, raqamli mahsulot pasporti, ijtimoiy tijorat, toʻqimachilik sanoati, циркулярная мода, цифровой маркетинг, перепродажа, аренда одежды, апсайклинг, цифровой паспорт продукции, социальная коммерция, текстильная промышленность, circular fashion, digital marketing, resale, clothing rental, upcycling, digital product passport, social commerce, textile industry

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAAxmadjanova Rayhona Jasurbek qizi (2026). MODA INDUSTRIYASIDA SIRKULYAR MAHSULOTLARNI BOZORDA ILGARI SURISHNING RAQAMLI MARKETING STRATEGIYALARINI ISHLAB CHIQISH. Marketing, 145-155. https://doi.org/10.67668/mj/2026issmaxsus/2072
GOST (OAK)Axmadjanova Rayhona Jasurbek qizi MODA INDUSTRIYASIDA SIRKULYAR MAHSULOTLARNI BOZORDA ILGARI SURISHNING RAQAMLI MARKETING STRATEGIYALARINI ISHLAB CHIQISH // Marketing. – 2026. – B. 145-155. – DOI: 10.67668/mj/2026issmaxsus/2072.
MLAAxmadjanova Rayhona Jasurbek qizi. “MODA INDUSTRIYASIDA SIRKULYAR MAHSULOTLARNI BOZORDA ILGARI SURISHNING RAQAMLI MARKETING STRATEGIYALARINI ISHLAB CHIQISH.” Marketing, 145-155, 2026. https://doi.org/10.67668/mj/2026issmaxsus/2072
ChicagoAxmadjanova Rayhona Jasurbek qizi. “MODA INDUSTRIYASIDA SIRKULYAR MAHSULOTLARNI BOZORDA ILGARI SURISHNING RAQAMLI MARKETING STRATEGIYALARINI ISHLAB CHIQISH.” Marketing, 145-155 (2026). https://doi.org/10.67668/mj/2026issmaxsus/2072
HarvardAxmadjanova Rayhona Jasurbek qizi (2026) ‘MODA INDUSTRIYASIDA SIRKULYAR MAHSULOTLARNI BOZORDA ILGARI SURISHNING RAQAMLI MARKETING STRATEGIYALARINI ISHLAB CHIQISH’, Marketing, 145-155. https://doi.org/10.67668/mj/2026issmaxsus/2072
BibTeX
@article{axmadjanovarayhonajasurbekqizi2026,
  title = {MODA INDUSTRIYASIDA SIRKULYAR MAHSULOTLARNI BOZORDA ILGARI SURISHNING RAQAMLI MARKETING STRATEGIYALARINI ISHLAB CHIQISH},
  author = {Axmadjanova Rayhona Jasurbek qizi},
  journal = {Marketing},
  year = {2026},
  pages = {145-155},
  doi = {10.67668/mj/2026issmaxsus/2072},
  url = {https://doi.org/10.67668/mj/2026issmaxsus/2072}
}

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