The impact of tourism and digital media on the dynamics of the fashion industry in the global creative economy

Abstract

The fashion industry is undergoing significant changes under the influence of globalization and the rapid development of digital technologies, which contributes to the emergence of new communication channels and platforms for marketing. The influence of tourism as a cultural exchange and digital media as a promotion tool opens new horizons for the fashion industry, increasing its role in the creative economy. The purpose of the study is to analyze current trends in the interaction between tourism, digital media and the fashion industry, which allow brands to reach a global audience as they promote cultural and creative exchange. The study examines social media strategies through which digital platforms and technologies are used to market fashion brands. The results of the study emphasize the importance of adapting to digital innovations and globalization processes to ensure sustainable development and competitiveness in the industry. The research findings point to the potential of digital media and tourism as catalysts for creativity and innovation in the fashion industry. There is a need to integrate cultural diversity and ethical practices into the design and distribution of fashion products. A promising direction in the research is devoted to the analysis of statistical data of digital media, which contribute to increasing the level of recognition and attracting new consumers through innovative digital channels. The findings of the study open the way for further innovation in the industry, emphasizing the importance of creating flexible and adaptive strategies that take into account the rapidly changing trends of the digital era and the global creative economy.