Ψηφιακός μετασχηματισμός στον τομέα της μόδας

Abstract

The present study aims to investigate the digital transformation in the fashion industry. The aim of this dissertation is to analyze the evolution of digital transformation in general and then in the field of fashion, its advantages and disadvantages, which when they appear act as a deterrent to its evolution. The aim of the study is to draw conclusions about the need to further promote digital transformation in the fashion industry, as well as about the form it should take. Specifically, the thesis consists of the theoretical part, in which the definition of the concept of fashion and its fields will be analyzed first. In addition, there will be a historical review of the birth and evolution of fashion from 1900 onwards, an analysis of fashion trends as well as its categories. Furthermore, fashion marketing will be studied, as well as analysis of the marketing mix, such as analysis of all four variables. An analysis will be made of the concept of digital transformation, its forms, its advantages, as well as the problems that hinder its development. They will also comment on the changes that have taken place due to digitalization, as well as the role and impact of social media on fashion. As for the practical part, the research methodology will be analyzed firstly, explaining and justifying the choice of each method. Then, the results of the initial research will be presented, which will be carried out and the research findings will be analyzed. Finally, the main findings of the research will be summarized, the main conclusions that will emerge from them will be drawn and ideas and directions for future research will be proposed.