Digital Technologies In The Design Field: From Marketing Research To Product Development

Abstract

The article is theoretical and applied in nature and is the result of a study and analysis of the use of digital technologies in the field of design (for example, the design of hats). The problem of digital design of new products and the formation of an assortment of hats taking into account fashion trends and consumer demand is being raised. Since in the market conditions of managing the competitiveness of products, their conformity with fashion and consumer demands is a necessary attribute that allows them to withstand competition and ensure the company's profit, the search for new ideas and styles for the development of new products, expanding the product range and ensuring the quality of designed hats is especially significant . Moreover, the listed functions must be implemented using modern digital technologies that reduce design time and take into account as many factors as possible market and consumer factors. The design of new products and the formation of an assortment of hats based on the methodology developed by the authors using marketing and digital design technologies allows us to expand the boundaries of digital technologies and improve the range of hats. The conducted studies prove the hypothesis of the effectiveness of the use of digital technologies based on the use of existing software products and their combination.