| الملخص: | Background. At present, the issues of researching consumer behavior and analyzing
customer experience in general are becoming more acute and relevant both in Russian
and world practice. According to research, the average lifespan of fashion companies is shrinking. Often this is because many large and global players are large enough to quickly
adapt to new trends and changing consumer behavior, they become uninteresting for today's
consumers. The events of recent decades, global crises, the COVID-19 pandemic, the international
political situation have led to a serious transformation of consumer experience in
all markets, including the fashion market. The goal of the work is to research the transformation
of consumer behavior in the fashion market. Materials and methods. In the process
of research, methods of analysis and synthesis, comparison and generalization of information
were used. Results. Identified consumer trends, new consumption patterns and consumer
habits in the fashion market, the emergence of which is caused by global crises, digital
technologies, generational change, causes a change in the business models of fashion
companies and approaches to managing customer experience. Conclusions. To maintain a
competitive position in the market, fashion companies need to analyze consumer behavior,
trends and changes in consumer demand, identify new consumption patterns and change
their work with clients. It becomes a prerequisite for successful business.
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