Abstract
ABSTRACT The study is aimed at highlighting the key features of the introduction of digital innovations in the practice of fashion industry enterprises. The study systematized information on digital technologies in the fashion industry based on statistical data and forecasts, as well as analysed the practical experience of implementing blockchain technologies and using digital tools in the field of marketing and fashion design on the example of China. An analysis of existing digital technologies in the fashion industry showed their significant impact on the industry. It turned out that blockchain, artificial intelligence, 3D modelling, and virtual and augmented reality technologies have significantly transformed traditional business processes in the fashion industry. Introducing these technologies has helped increase efficiency, reduce costs and improve user experience. It has been found that Chinese fashion enterprises have actively integrated advanced digital technologies such as artificial intelligence, virtual and augmented reality, virtual fashion shows into the fashion industry. Platforms such as Little Red Book have demonstrated the effectiveness of using these tools to improve marketing strategies and product design. The findings highlighted the importance of digital transformation for improving business processes and competitiveness in the fashion industry.
Published Version
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