Ukrainian designers’ market: Consumers’ behaviour caused by the COVID-19 pandemic

Abstract

The COVID-19 pandemic has led to a crisis that has affected various aspects of life, including the consciousness of consumers in the fashion market. This article studies the synergies between the pandemic crisis and behaviour of consumers towards Ukrainian high fashion brands. The research aims to study the issue of the impact of the global pandemic crisis on such market segments as Ukrainian high fashion brands, reveal key drivers of consumers of these brands during the unstable economic situation and define the main models of promotion of designers’ brands. Uniqueness, materialism and the influence of a social group are considered three primary motivators for the consumption of Ukrainian high fashion brands. The authors of this article identified the modern hybrid model for promoting brands of Ukrainian designers as a set of communication tools that would restore the interest of the consumers.