CREATIVE TECHNOLOGIES AS A TOOL OF CREATIVE MANAGEMENT AND THE BASIS FOR ENSURING THE COMPETITIVENESS OF FASHION INDUSTRY ENTERPRISES OF UKRAINE

Abstract

To ensure competitive advantages and competitiveness, fashion industry enterprises need to actively implement creative technologies based on innovative thinking, digitalization, automation, artificial intelligence and biotechnology. Today, creative technologies involve a combination of innovative human thinking, design, digital solutions, artificial intelligence and sustainable development. Successful creative management at fashion industry enterprises is not possible without modern technologies, and the effective use of creative technologies requires clear management. This is a tandem in which one part is responsible for strategy and management, and the other for tools and methods of implementation. The purpose of the study is to analyze the use of creative technologies based on innovative thinking, digitalization, artificial intelligence, bioeconomy, which will allow to improve the creative management system and ensure the competitiveness of fashion industry enterprises. Research methods used during the study: system analysis and synthesis, methods of logic, generalization, induction and deduction. The definition of creativity and creative technologies is analyzed. The most common creative technologies are characterized and it is found that they are based on innovative thinking, digitalization, artificial intelligence, biotechnology. Digital fashion, artificial intelligence, augmented and virtual reality, smart textiles, biotechnology, 3D scanning and 3D printing are analyzed. The leading global and domestic companies that use them are considered. Creativity at modern fashion industry enterprises plays an important role through the generation of new ideas that ensure the development of scientific, technical and social strategic innovations. The introduction of creative technologies and the basis of innovative thinking, digitalization, artificial intelligence and biotechnology at fashion industry enterprises allows to increase the competitiveness and quality of products and services, more fully meet the requirements of stakeholders, improve business processes, improve logistics, reduce costs, etc. Those companies that implement creative technologies first gain competitive advantages, adapt to changes faster and gain the trust of consumers. Innovations allow you to automate many processes – from development to logistics. This reduces errors and time costs, increases the overall productivity of enterprise personnel. Creative technologies help make production more environmentally friendly and sustainable, and form an eco-conscious fashion industry.