OIDA International Journal of Sustainable Development
Open-access peer-reviewed journal
https://doi.org/10.64211/oidaijsd190505
Sustainable Digital Branding as a Driver of Fashion Brand Resilience: Case-Based Evidence from a VUCA Environment
Santosh Bommanavar 1, Shruti Malipatil 2*
1,2 Institute of Management Studies, Davangere University, Shivagangotri, Davangere – 577007, Karnataka, India.
* Corresponding authour: malipatilshruti07@gmail.com
Volume 19, Issue 05, Pg. 67-76, 2026
Abstract: The research studies explore how fashion firms can improve their resilience in volatile, unpredictable, complex, and ambiguous (VUCA) contexts by implementing sustainable digital branding strategies. The study defines the four strategic dimensions that are considered to be resilience: volatility management, minimising uncertainty, navigating complexity, and fixing- ambiguity. The two most significant dimensions are versatile marketing and crisis response. Advanced customer feedback and analytics systems are the third. Sustainable supply chain practices as well as the omni model approach are the fourth dimension. The findings indicate that there are few issues in measuring long-term efficacy, and although VUCA-informed strategies are becoming more prevalent, they still provide valuable insights. A few key insights drawn from the case analysis comprise enduring brand values, agile digital shift, craft and storytelling, community and collaboration, and results-driven sustainability. This research contributes to the theoretical knowledge of how sustainability imperatives and digital transformation interact with the fashion sector, therefore providing a framework for the academic research and practical guidance on how to establish resilient brands in digital space.
Keywords: Brand Resilience, Digital Branding, Digital Transformation, Fashion, Sustainable Fashion, Sustainability, VUCA
Full-text paper download here