MONITORING THE FORMATION OF TEXTILE AND CLOTHING BRANDING IN THE EUROPEAN MARKETS

Abstract

In the light of the European integration vector of development, real technologies for the entry of Ukrainian enterprises into the European market are gaining enormous importance. In the previous articles of this series, the model of diversification of business processes of Ukrainian enterprises was considered and the importance of entering the European market was substantiated. Definitions of product competitiveness, enterprise competitiveness and uniqueness are derived. This article examines the applied meaning of the previously derived definitions. Statistical and analytical data related to the European and Ukrainian markets and international trade in general were also analyzed, and trends in recent years were assessed. Theoretical definitions, structures and dependencies related to practical data are derived, as well as insufficient concepts, which are necessary for the effective connection of the theoretical part with the real practice of international trade. This publication clearly proves the terms, structures, and interrelationships outlined in the first and second articles of the cycle, using statistical data on trade on the Ukrainian-European track. An extensive analysis of export-import trade was made, with an emphasis on the segment of light industrial goods. Based on the analysis of the market of light industrial goods and theoretical explanations, a wide range of practical business recommendations for conducting export activities, taking into account the optimized business process for building the uniqueness of goods, have been provided. The map of economic processes in Europe in the segment of light industry and its products was analyzed. It is argued that the most capacious markets that consume knitwear and textiles are the very countries that are most involved in the production of light industry goods, namely Great Britain, France, Spain, Italy and Germany, so that when entering the European market, it is precisely with these countries there will be considerable competition. Therefore, it is advisable, at the stage of testing brand-building processes, to start integration with the countries of the European Union, which are not among these five leaders.