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Tukhanova V.Yu. Skorovarova V.A. The development of marketing strategies in the digital fashion industry using artificial intelligence technologies. Journal of Clothing Science. 2025; 10(4). Available at: https://kostumologiya.ru/PDF/23TLKL425.pdf (in Russian).

The development of marketing strategies in the digital fashion industry using artificial intelligence technologies

Tukhanova Valeriia Yur’evna
National Research University Higher School of Economics, Moscow, Russia
E-mail: vtukhanova@hse.ru
RSCI: https://elibrary.ru/author_profile.asp?id=960304

Skorovarova Viktoriya Aleksandrovna
National Research University Higher School of Economics, Moscow, Russia
E-mail: skorovictoria@gmail.ru

Abstract. The article presents the study of the content marketing development process for a virtual animated presentation of the fashion industry. The features of the stages of promotion of digital fashion products using artificial intelligence technologies are considered. The author provides an overview of the current state of development of intelligent technologies in the digital fashion industry.

The use of artificial intelligence technologies helps not only simplify operational processes, but also optimize the stages of marketing strategy development. It combines the concept, ideas, visual solutions, and narrative of a fashion brand. It is especially important to pay attention to the way information is presented through a story that engages the audience and creates an emotional connection with the brand. The purpose of the research is to develop technical solutions for building content marketing in the fashion industry using artificial intelligence technologies. The subject of the research is three-dimensional models of clothes and shoes, on the basis of which digital images of the collection have been developed; virtual models of standard and individual figures; product designs, manufacturing technologies for materials and products made from them in a digital environment. The article presents the results of work on the implementation of visual effects of static and dynamic collection models in the digital space. The research results were obtained using ChatGPT (for introspection, image generation, market analytics, and text generation), the Recraft platform for image generation and editing, and the Runway neural network for image animation. The analysis of marketing activity in the media space based on the applied SEO keys is presented. The experimental experience of introducing artificial intelligence technologies has shown effectiveness in interacting with potential customers, and also contributes to the innovative development of the fashion industry. The experimental experience of introducing artificial intelligence technologies has shown effectiveness in interacting with potential customers, as well as the possibility of innovative development of the fashion industry.

Keywords: digital fashion; digital clothing; artificial intelligence; innovative technologies; content marketing

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