**6. Conclusion**

Fashion strategy as a basis for long-term development of light industry and fashion enterprises opens new horizons of activity, enhances the synergetic effect of all factors of production, and emphasizes the DNA of cultural and creative industries unique intangible assets expressed in creativity. Successful entrepreneurship in this sphere requires the ability to adapt commercial products to the interests and values of the target audience, to identify strategic trends and patterns, and to increase or create your competitive advantages. The results of intellectual activity as intangible assets play a significant role in the formation of additional sources of income for companies.

The fashion industry can help address the challenges of athlete excellence by creating unique technological apparel items. One of the key solutions for the fashion and sports industries to cooperate could be the creation of a unique technology transfer center.

*New Topics in Emerging Markets*
