Outlines of digitalization of the clothing industry

Ufa State Petroleum Technological University, Ufa, Republic of Bashkortostan, Russia

^* Corresponding author: ugaesvener@mail.ru

Abstract

The article is devoted to current problems and trends in the development of the clothing industry in the context of increasing digitalization. The key parameters of the state of the industry at various levels were examined: global, all-Russian, interregional and micro-level (online store of designer clothes). Scientific research made it possible to identify a number of features of the development of business organizations operating in this market in the Internet space, through the practice of using digitalization triggers. It should be noted that social networks have a huge impact on the analyzed sector. The largest of the existing ones attract a huge audience of more than 4 billion of inhabitants of the planet with completely different interests, confessional beliefs, behavioral attitudes. However, marketing tools based on direct-action contextual advertising, designed to promote through classical messaging, stop attracting new customers. Today, there is a growing demand for a unique experience of wearing clothes, building partnerships between customers and brands, and customization of light industry products according to the DoItYourself principle. All this becomes possible largely due to a significant reduction in the transaction costs of establishing communications in digital reality.