The development of the light industry, which is Uzbekistan's strategic sector of the economy of our country, the expansion of markets and improving the competitiveness of products is one of the topical issues. This network is developing rapidly, especially based on the right policies pursued by the government. Because textile, clothing and knitting enterprises need to introduce the modern fashion industry to the products produced by them, it just takes its place in the world markets. Sustainable production and export of light industry products, insufficient production of high value-added finished products and the formation of national brands that are able to compete internationally are not enough to increase the competitiveness of enterprises.
The article discusses the role of digital marketing in the fashion industry, the marketing strategies of world famous fashion houses. As a result of the analysis, recommendations were developed on the model for the development of the fashion industry in Uzbekistan and its use of digital marketing strategies.