DIGITAL TRANSFORMATION OF UKRAINIAN FASHION INDUSTRY ENTERPRISES AS A CREATIVE INDUSTRY

Abstract

The article examines the features of the digital transformation of fashion industry enterprises. The implementation of digital technologies in all areas of activity of fashion industry enterprises is a modern characteristic of economic development. Digitalization enables enterprises to improve the quality and consumer value of products, expand the assortment, enhance interaction with consumers, respond promptly to changes in demand, and optimize management processes. The fashion industry traditionally belongs to the manufacturing sector, but a certain part of it, in particular fashion and design, is included in the creative industries. The creative component includes the design and construction of clothing and footwear, collection development, branding, marketing, fashion shows - areas where creative ideas, original style, and cultural value, which form the core of the creative industry, play a key role. That is why the fashion industry is partially a creative industry. Among the operating fashion industry enterprises, small and medium-sized enterprises prevail, while large enterprises are represented to a much lesser extent. The features of digitalization of fashion industry enterprises depending on their size are determined. Large enterprises focus on economies of scale and automation of business processes, medium-sized enterprises on flexibility and process optimization, and small enterprises on speed, flexibility, creativity, and direct contact with the customer. Modern technologies and digitalization tools at fashion industry enterprises are considered, such as e-commerce, digitalization of business processes, artificial intelligence, product personalization, 3D scanning, 3D printing, AR/VR, Internet of Things (IoT), Big Data, digital fashion, and their impact on ensuring enterprise competitiveness, as well as the main advantages and challenges of implementing digital technologies in business processes are identified. The implementation of digital tools ensures a reduction in defect rates, cost optimization, increased labor productivity, improved control of production processes, and enhanced enterprise competitiveness. Despite significant advantages, enterprises face a number of challenges: high costs of technology implementation, insufficient level of digital competence of personnel, complexity of integrating new systems, cybersecurity risks, etc.