THE EVOLUTION OF DIGITAL MARKETING IN THE FASHION INDUSTRY: AN ANALYSIS OF TRENDS AND PROSPECTS

Introduction. In recent years, the fashion industry has undergone a massive transformation with the advent of digital marketing. With the development of social media and online shopping, fashion brands have had to adapt their marketing strategies to meet the needs of their customers in the digital age. Digital marketing has made it easier for fashion brands to reach a more global audience. With the help of social media platforms like Instagram and Facebook, brands can showcase their latest collections and communicate with their customers in real time. This resulted in increased brand awareness and increased sales and profits. With the development of e-commerce, fashion brands can now sell their products to customers all over the world. Therefore, there is a need to study the impact of digital marketing on the fashion industry and determine its advantages and prospects for the future. Purpose. The purpose of the study is to examine the evolution of digital marketing in the fashion industry, studying its various aspects and profound impact in the world of fashion, to consider the trends and opportunities of digital marketing in the fashion industry. Materials and methods. The research materials are the works of domestic and foreign authors, the results of which have been published in scientific studies in the field of digitization and the fashion industry. In the process of conducting the research, the following scientific methods were used: theoretical generalization (to characterize digital marketing), analysis and synthesis (to analyze the evolution of digital marketing in the fashion industry), generalization and interpretation (during the formulation of research conclusions). Results. The scientific article reveals the concept of «digital marketing» and the evolution of its development. The influence of digital marketing on the fashion industry has been studied, revealing the key factors and aspects of its transformation under the influence of technological progress. Current trends and innovative approaches, digital strategies and tools used by fashion brands are analyzed. Platforms such as Instagram, Facebook, YouTube, TikTok and others that have changed the paradigm in the fashion industry and influence the interaction between the consumer and the fashion brand are considered. Specific examples of successful integration of digital marketing in the process of production and distribution of fashionable clothes are given. The challenges and opportunities faced by fashion brands in the process of digital transformation are also considered. Discussion. In further scientific research, it is proposed to focus attention on the study of the latest technologies in digital marketing. This will increase brand awareness and increase sales and profits in the fashion industry.