ОКСАНА МИХАЙЛОВСЬКА, ТЕТЯНА НАДОПТА
The article examines the problem of integrating expert quality assessment and product certification with brand PR communications in the fashion industry. It is substantiated that expert assessment methods ensure the objectivity of quality through standardized procedures, testing, and documentarily confirmed conclusions; however, in practice, their potential as a trust-building instrument is often underutilized due to a gap between the technical “language of expertise” and the communicative “language of PR.” Particular attention is paid to the role of certified quality in the context of international exhibition activities, where it serves as a significant argument for entering new markets and establishing partnership relations.The use of expert assessment and certification of light industry products as an evidence-based resource for a fashion brand’s PR strategy and its participation in international exhibitions is justified. The main evaluation methods (visual, measurement-based, laboratory, and expert procedures) are generalized, and their differing persuasive power for consumers and B2B partners is demonstrated. It is determined that the results of expertise (test reports, expert conclusions, conformity confirmations, and quality management system certification) enhance trust, discipline quality-related claims, and reduce reputational risks associated with incorrect generalizations regarding composition, labeling, and declared characteristics.An approach to the “translation” of expert data into verified PR messages is proposed through an evidence matrix and rules for formulating claims with clearly defined limits of applicability. The practical significance of the study lies in recommendations for integrating expertise into exhibition communications (negotiation packages, catalog descriptions, and digital proofs), which increases brand competitiveness in international marketplaces.