FASHION INDUSTRY ADAPTATION TO GLOBAL WORLD PROCESSES

Abstract

The moods and categories of consumers of fashion industry goods analysis in the context of global processes are the main purposes of this study. Methodology. An analytical method was used to study consumer trends in the fashion industry. The main categories of consumers of the fashion industry are determined by the method of synthesis. It is recommended to integrate the obtained categories by the induction method into the marketing activity of the fashion brands. Results. The most important moods of world consumers in the conditions of global world processes were investigated in the work. Four main sentiments have been identifi ed: fear, just resilience, a desynchronized society, and radical optimism. In order to establish the main ways of behavior of players
in the market of the fashion industry, the categories of consumers of industrial goods were identifie d: stabilizers, settlers, new optimists.
The key areas of new methods of interaction of fashion brands with consumers are the following:
- ease of decision-making (sales in stores with a limited range will grow);
- quiet trade (rejection of daily uncertainties);
- unifi ed commerce (creates uninterrupted interaction with customers on all channels);
- referral to archives (resale industry shows signs of acceleration);
- hyperlocalized social commerce (possibility of earning a commission for all participants of the offline / online retail chain);
- attracting attention to the cities of the second level (shifting attention from oversaturated cities of the 1st level to remote cities of the 2nd level, providing high-speed logistics);
- AR / VR purchases (use of virtual reality);
- evolution on demand (simplifi cation of US-design (user experience) in the online space                                                                                  - capacity (and savings) of packaging (group purchases at reduced prices, minimization of packaging).
The obtained data are recommended for implementation in marketing and management activities of Ukrainian fashion brands.