TRANSFORMATIONS OF THE GLOBAL FASHION MARKET UNDER DIGITALIZATION AND SUSTAINABLE DEVELOPMENT

Abstract

This article provides a comprehensive analysis of the structure, dynamics, and key drivers of the global fashion market. It presents an assessment of market size in monetary terms, a segmentation overview by product categories and sales channels, the regional structure of supply and demand, and an analysis of the financial performance of leading players. Major trends are identified: accelerated digitalization of retail and design, the growing importance of sustainable fashion and ESG practices, a shift in consumer preferences toward personalization and subscription services, and the impact of geopolitical factors on supply chains. Based on these findings, forecast scenarios for industry development are formulated and practical recommendations are offered for Russian fashion companies to enhance competitiveness in the global market. The study’s scientific contribution lies in a comprehensive assessment of the impact of digital and ESG factors on the structural and dynamic characteristics of the global fashion market in the post ‑pandemic period.