Digitalization and Brand Identity Construction: A Comparative Analysis of Marketing Strategies in Zara, Supreme, and Prada

This research investigates the impact of digitalization on the formation of brand image and consumer behavior in the global apparel sector, using a comparative analysis of three representative brands: Zara, Supreme, and Prada. Zara thrives due to its fast-fashion model that prioritizes speed, data-informed production, and omnichannel integration; however, sustainability continues to be a significant issue. Supreme constructs its brand image by leveraging scarcity, collaboration, and subcultural capital, which transforms authenticity into commercial value while risking brand dilution. Prada merges its heritage, celebrity endorsements, and digital marketing strategies to reconcile exclusivity with modernization. However, it faces difficulties in preserving its luxury identity within the context of digital accessibility. This study emphasizes the adaptation of various brand archetypes to the digital age and the consequences for strategic branding by contrasting their unique marketing logics—speed, scarcity, and heritage. The results help to comprehend the changing processes of fashion branding and provide practical guidance for maintaining brand identity in a competitive online context.