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Matrosova I.G. Computer technologies in fashion communication: problems and prospects. Journal of Clothing Science. 2020; 5(3). Available at: https://kostumologiya.ru/PDF/15TLKL320.pdf (in Russian).

Computer technologies in fashion communication: problems and prospects

Matrosova Ineta Grigoryevna
Crimean university of culture, arts and tourism, Simferopol, Russia
E-mail: matrosova.ine@yandex.ru
РИНЦ: https://www.elibrary.ru/author_profile.asp?id=649747

Abstract. The article analyzes the trends and prospects of the use of computer technology in fashion communications. The author states that the production and consumption of fashion is rapidly changing due to the digital transformation of the global community, which affects both market behavior and consumer behavior. Three directions of interaction between computer technologies and fashion communications that promote joint creativity in the fashion world are analyzed: first, the development, production and distribution of fashion products; second, marketing and sales of fashion products; third, communicating with all stakeholders. The author especially emphasizes the integrative nature of this cyclical interaction, which includes all these areas. Based on the analysis of the interaction of computer technologies and fashion communication, and taking into account the functions of fashion, several levels in the structure of fashion communication have been identified: the micro level (personality, her needs and preferences), the meso level (society) and the mega level (global fashion trends). its immanent connection with the life cycle of fashionable objects. A working definition of fashion communication is proposed as a cyclical process of interaction and information exchange of all participants in the creation of fashion: from the production of a fashionable object, its distribution, promotion, sale and disposal, ensuring the formation of aesthetic needs and interests of various social and ethnic groups in self-affirmation, manifested in the demonstration own value, status and sociocultural identification. A new approach to branding in the Internet space is analyzed, which turns a brand into a complex media object, constantly evolving due to the fusion of officially created and user-generated content, which in turn causes the transformation of the experience of fashion consumption and the creation of new fashion standards. The author draws conclusions about the need for an interdisciplinary approach to studying the prospects for the interaction of computer technologies with fashion communication, and the existing need for professional training of specialists for this industry.

Keywords: сomputer technology; fashion communication; internet space; media object; communication channels; simulation programs; influencers

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