The influence of digital marketing on the formation of individual style and wardrobe structure of modern consumers

The study assesses the impact of digitalization on the fashion industry. Specifically, the analysis addresses the following questions: how retailers use digital marketing tools, how these technologies are perceived by consumers, and how they help develop individual style and shape their wardrobe. In today's world, technology not only helps create new clothing and accessories but also builds trust with customers through loyalty programs, personalized recommendations, and feedback, market analysis, and brand promotion strategies. For companies, tools such as artificial intelligence, media advertising, websites, and social media marketing facilitate strong connections with potential consumers and enable them to more effectively predict their reactions and behavior, shaping new purchasing habits. At the same time, for consumers themselves, these factors are crucial when making a fashion purchase and creating a unique style in a mass-market environment. In addition to the advantages and opportunities that accelerate and simplify the process of searching, purchasing, and organizing clothing products, the introduction of IT technologies into the fashion industry and marketing poses a number of challenges that impact various aspects of life, including, for example, the global environmental and economic situation, as well as the development of individuals and their ability to present themselves in society. As a result, both positive and negative effects of digitalization in the fashion industry have been observed, which in turn allows us to predict the future impact of digital marketing.