Journal of Clothing Science
Journal of Clothing Science
           

2021, Vol. 6, No. 1. - go to content...

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Makhotkina L.Yu., Khannanova-Fakhrutdinova L.R. Innovative marketing in digital fashion for women’s clothing. Journal of Clothing Science. 2021; 6(1). Available at: https://kostumologiya.ru/PDF/17TLKL121.pdf (in Russian).


Innovative marketing in digital fashion for women’s clothing

Makhotkina Lilia Yurievna
Kazan national research technological university, Kazan, Russia
E-mail: Lili_makh@mail.ru
ORCID: https://orcid.org/0000-0002-0555-8842
РИНЦ: https://elibrary.ru/author_profile.asp?id=380605

Khannanova-Fakhrutdinova Liliya Rafailevna
Kazan national research technological university, Kazan, Russia
E-mail: Lilyakhannanova@mail.ru
ORCID: https://orcid.org/0000-0003-3478-7369
РИНЦ: https://elibrary.ru/author_profile.asp?id=792907

Abstract. Innovative technologies and the fashion industry are among the fastest-growing sectors of the global economy. Digital fashion is the interaction between digital technology and couture. Information and communication technologies are deeply integrated into the fashion industry and help new brands of men’s, women’s and children’s clothing to develop faster. In order to create a fashion brand and develop a production line, it is necessary to study digital technologies, analyze digital marketing, take into account all the ins and outs and characteristics of the fashion industry, and the impact of globalization on the fashion industry. The first and one of the most important factors of digital marketing analysis is to study the target audience and draw a portrait of the consumer.

The paper analyzes the main factors in the successful design of a new brand’s cruise collection using the example of women’s clothing models, anticipating the trends of the upcoming season based on digital marketing as one of the determining factors in creating a fashionable assortment. An example of studying the characteristics and desires of the target audience is considered. The consumer portrait of the target audience of young and middle age groups for clothing stores is a collective image of a potential buyer. Based on the analysis of the main factors of digital marketing, as one of the defining elements in the creation of a cruise collection of a new brand, the concept of successful design and promotion of models of women’s clothing of various assortments is shown.

Keywords: fashion industry; target audience; cruise collection; digital fashion; innovative marketing; design; women’s clothing

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ISSN 2587-8026 (Online)

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