Digital trading system in the global fashion market
DOI:
https://doi.org/10.33216/1998-7927-2022-276-6-55-60Keywords:
electronic commerce, digital commerce, digitalization, globalization, digital economy, metauniverseAbstract
The study of the market segment of fashion e-commerce, which includes B2C, is carried out in the work. The work reveals the foreign experience of fashion e-commerce by studying the indicators and trends of online sales. Presenting the landscape of the fashion market, the study revealed the key players in the global fashion market. Using social media analytics tools, the author analyzed the volume and sentiment of social media discussions around various trends in the fashion e-commerce market. The analysis was conducted on some major fashion e-commerce markets in different regions and focused on the following keywords: "sustainable fashion e-commerce", "sustainable online shopping", "fashion", online resale", "ethical fashion e-commerce" and " sustainable online fashion brand". In the author's work, trends in the development of digital commerce in the global fashion market are highlighted through the analysis of brands in the Metaverse and the use of social network platforms as a means of electronic commerce. The presented study provides an understanding of modern trends in the development of brands and the relationship between their promotion and the development of digital tools for international marketing and digital trade as a whole. The work provides an author's vision of the system of digital trade in the global fashion market, which combines the interdependence of such aspects as: the digital sales channel, categories and participants, which creates a landscape for isolated trends. The aim of the study is to propose a digital commerce system in the global fashion market by combining digital sales channel, category and participants. The work uses such research methods as analysis - for a comprehensive understanding of the development of brands and the modern digital market, synthesis - for summarizing the main interrelationships of the development of brands in digital markets, forecasting and modeling. The work revealed that it was the development of the Internet and the conditions of digitalization that contributed to the evolution of the shopping model on the global market. E-commerce in terms of fashion is part of digital trade in global markets and provides sustainable development and globalization conditions.
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