DIGITIZATION AS A KEY FACTOR IN FORMING THE COMPETITIVENESS OF ENTERPRISES OF FASHION INDUSTRY

Abstract

In the conditions of a globalized economy, rapid technological development, and increased instability of the market environment, the issue of enterprise of fashion industry competitiveness acquires decisive importance for ensuring their sustainable functioning. The implementation of modern digital technologies significantly transforms business processes, management approaches, and customer interaction mechanisms. Under such conditions, digitalization acts not only as a means of increasing the efficiency of enterprise activities, but also as a key factor in the formation of competitive advantages and strengthening its market position. The purpose of the study is to analyze the theoretical foundations and historical aspects of digitalization's emergence as a key factor in creating competitive advantages, to assess the impact of digitalization on the competitiveness of enterprises in the fashion industry, and to develop an enterprise strategy based on digitalization. An analysis of the definitions of "digitalization" proposed by domestic and foreign scholars was conducted, and the historical development of digitalization as a key factor in the creation of enterprise competitiveness was examined. The impact of digitalization on enterprise competitiveness was determined. A SWOT analysis of enterprise digitalization was conducted as a qualitative method for assessing the competitiveness of enterprises in the fashion industry, and the main enterprise strategies depending on the level of their digitalization were identified. A semantic analysis of the definitions of "digitalization" was conducted. The presented definitions of digitalization, despite some differences in wording, are conceptually consistent and complementary. At the same time, certain differences in emphases and approaches can be traced between them. The study examined the development of approaches to digitalization from a historical perspective. Digitalization is directly related to the historical features of human society's formation. The basis for the emergence of digitalization was the active development of information technologies. Digitalization is a key factor in increasing the efficiency and competitiveness of a fashion industry enterprise in modern conditions. It affects both internal management processes and the enterprise's interactions with the external environment. The use of a SWOT analysis of digitalization in fashion industry enterprises is proposed as a qualitative method for assessing their competitiveness in relation to digitalization.