Using Digital Technology to Promote a Domestic Jeans Brand amid Sanctions Pressure

This article examines the pressing issue of increasing the competitiveness of domestic light industry brands in the face of sanctions. Particular attention is paid to the denim sector, which is one of the most dependent on imported components and simultaneously possesses significant potential for import substitution. The research focuses on the digital transformation of a Russian manufacturer's marketing strategy, using the creation and promotion of a national denim brand as an example. The goal of the study is to develop a comprehensive approach to using modern digital technologies to effectively promote domestic branded products, allowing not only to compensate for the loss of international players but also to build a sustainable competitive advantage in the domestic market. The study utilized comparative analysis, data systematization, case studies of successful practices of Russian companies, and expert evaluation of the effectiveness of various digital tools. The results include a detailed classification of key digital technologies (social media, e-commerce platforms, artificial intelligence, Big Data analytics), an assessment of their effectiveness at various stages of the consumer journey, and the identification of systemic barriers to digitalization in the domestic light industry. Based on the conducted analysis, a phased model of digital brand promotion was developed and presented, covering all stages — from developing a unique identity to implementing innovative AR/VR solutions. The main conclusion of the study is that the synergistic use of digital technologies within a unified marketing strategy allows not only for effective product promotion and optimization of business processes, but also for building long-term relationships with consumers based on an emotional connection and trust in the domestic brand—a critical competitive advantage in today’s economic environment.