Trends in the fashion industry in the conditions of COVID-19
DOI:
https://doi.org/10.25806/ma-1476Keywords:
fashion industry, «fast» fashion, «slow» fashion, digitalization, sustainable consumption, consumer behavior, models of consumption, digital promotion, promotion channels, product lifecycle, rapid response strategyAbstract
The emergence and spread of the COVID-19 pandemic has affected many aspects of life. In particular, the pandemic has had a strong impact on the nature of consumer behavior. This article discusses that trends among consumers of the fashion industry, which should be taken into account by marketing experts in modern realities. For example, the introduction of digitalization, which has already played a big role in customer interaction in the fashion industry, has increased strongly during and after the pandemic. Of particular importance in this article is the consideration of the impact of the fashion industry on the environment. Namely, how the change in consumer behavior in the fashion industry, the transition from «fast» fashion to the preference for «slow» fashion contributed to the fact that the concept of sustainable development would become the central element that should be taken into account in marketing.
Статья опубликована: 30.10.2022
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Правообладатель: Издательский дом «Академический».
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Информация о публикации
Финансирование: Исследование выполнено без привлечения внешнего финансирования, если иное не указано авторами.
Вклад авторов: Все авторы внесли существенный вклад в подготовку статьи, ознакомились с окончательной версией рукописи и одобрили ее к публикации.
Конфликт интересов: Авторы заявляют об отсутствии конфликта интересов, если иное не указано в публикации.
Правообладатель: ООО "Финпресс".
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