FASHION INDUSTRY IN THE CONTEXT OF THE GLOBAL CREATIVE ECONOMY

Abstract

The article proves that in the modern world economic system, the dynamic development of the creative economy has become a key factor in the competitive development of states and regions. It is emphasized that the fashion industry, as one of the leading creative industries, integrates innovative approaches, digital technologies and environmental solutions, actively shaping the global market for fashion products. It not only contributes to the creation of added value, but also stimulates social cohesion, increasing the level of employment and material well-being. It is emphasized that in recent decades the fashion industry has been undergoing transformation under the influence of globalization processes, in particular the internationalization of production, environmentalization, customization of products and the dynamization of competition. It has become one of the strategic elements of the global market, actively applying the principles of sustainable development, digitalization and individualization of production. The role of new materials, biotechnology and the integration of artificial intelligence in the processes of creating fashion products is growing. The theoretical approach to the analysis of the fashion industry is also undergoing changes. Modern scientific research emphasizes the need for an interdisciplinary approach that combines economic, cultural, sociological and technological aspects. The convergence of various disciplines contributes to the expansion of the understanding of fashion as a social phenomenon and economic resource. The need for a systematic analysis of the impact of global changes on the development of the fashion industry, its adaptation to new economic challenges and the formation of sustainable development strategies in the context of the global creative economy has been established. It has been proven that the processes of production and consumption of creative goods and services produced by the fashion industry directly depend on the degree of their diversification and variety of forms. The very functioning of the fashion industry in the global conditions of the development of a post-industrial society acquires a clearly expressed organizational, economic and institutional format of a multifunctional and high-tech process, oriented towards the mass production of specific goods and services by a large number of companies and organizations.