Suvorova T.V.

The specifics of promoting an innovative product – digital clothing

Keywords: innovative product, fashion industry trends, digital clothing, transformation of consumer behavior, in-depth interview method, specifics of innovative product promotion, digital environment, target audience, blogger

In the context of intensive digitalization of the economy and the society, a significant transformation of the fashion industry is observed, which characterized by the emergence of innovative products, in particular digital clothing. This phenomenon is caused by several factors: the increase in the number of Internet users in the world, a rapid growth in the number of bloggers and influencers, the desire of customers for individualization and a unique user experience, the development of a trend towards environmentally friendly production and ethical consumption of clothing. Transformation of consumer behavior creates a favorable environment for the development of an innovative product market – digital clothing, i.e. creation of attractive content in the Internet without the physical purchase of clothing. The purpose of the study is to identify trends and specifics of promoting an innovative product – digital clothing and to offer a range of promotion tools. Materials and methods. The research materials were scientific publications and industry reports on the specifics of the innovative product promotion, statistical data on trends in the development of fashion industry. The method of analyzing and summarizing analytical materials and statistics in the development of the fashion industry in the era of digitalization was applied; the method of segmenting the target audience of digital clothing; the method of marketing research – in-depth interview (Customer Development) – with 43 respondents (bloggers) to obtain primary information and further develop recommendations to promote digital clothing. Results. As a result of the analysis of secondary information sources: data from the global report on the global digital clothing market, the forecast of Lucintel international consulting agency on the development of the digital clothing market, information from Techpacker international research company on the forecasts of the development of digital fashion in Russia and in the world, we came to the following conclusions: digital clothing is becoming a new trend that meets the demands of modern consumers for environmental friendliness, diversity and innovation. The increase in the number of bloggers and influencers creates a demand for diverse visual content. The ecological paradigm strengthening in the society stimulates the search for alternative, resource-efficient approaches in the fashion industry, where digital clothing acts as a potential solution to the problem of excessive consumption. The issues of the concept of digital clothing and general issues of promoting any innovative product are widely covered in domestic and foreign scientific sources; however, the specifics of promoting digital clothing remain a poorly studied area. After receiving primary information as a result of an in–depth interview, 43 respondents' attitude to the use of digital clothing for creating content on the Internet was revealed, and behavioral barriers of the target audience in relation to an innovative product – digital clothing – were identified. Taking into account the patterns of behavior identified as a result of the interview, a generalized profile of the customer – consumer of this digital product was compiled, on the basis of which optimal formats and channels for its promotion were proposed, as well as a set of measures covering online and off-line formats of advertising and PR communication and taking into account its innovativeness and specifics was developed. Conclusions. Digitalization of the fashion industry and the drive towards environmentally friendly production and consumption gave rise to the development of innovative products such as digital clothing. To understand the attitude of bloggers to digital clothing, we conducted an in-depth interview and found that respondents spend a lot of time and money on clothing to create content, they are ready to replace physical clothing with digital one; they appreciate convenience and clarity of the application for using digital clothing. The digital clothing promotion strategy should be personalized and based on the integrated use of opportunities (for example, targeted advertising) of online platforms (social networks and blogs), as well as off-line tools, including work at exhibitions, interaction with the media, native advertising and the use of collaborations with other brands.

About authors

Suvorova Tatyana V.

Candidate of Pedagogical Sciences, Associate Professor, Department of Marketing, Moscow University «Synergy», Russia, Moscow (suvori.suvorova@yandex.ru; ORCID: https://orcid.org/0000-0002-1844-1678)

Article link

Suvorova T.V. The specifics of promoting an innovative product – digital clothing [Electronic resource] // Oeconomia et Jus. – 2025. – №4. P. 38-49. – URL: https://oecomia-et-jus.ru/en/single/2025/4/4/. DOI: 10.47026/2499-9636-2025-4-38-49.