Research of approaches and typology of brands in the context of relevance concept on the example of the fashion industry

The article is devoted to the consideration of various approaches of experts and authors to the definition of the concepts of "relevant brand" and the concept of "brand relevance" with the possibility of applying to brands of the fashion industry. The author identifies specific criteria and accents in approaches to brand relevance. The author's approach to understanding the phenomenon of relevance was also highlighted. This approach considers the specifics of marketing and branding in the fashion industry. The author also identified 5 types of relevant brands by the level of relevance. In the future, classification and approaches can be used by marketing specialists to work with different types of brands based on the concept of relevance.