ANALYSIS AND TRENDS OF THE CLOTHING MARKET DEVELOPMENT IN UKRAINE FROM THE PERSPECTIVE OF ONLINE SALES MANAGEMENT
DOI:
https://doi.org/10.31891/mdes/2024-12-9Keywords:
clothing market, online sales management, textile industry, e-commerce, digital transformation, COVID-19 impact, innovationAbstract
The article is devoted to the analysis and identification of trends in the development of the clothing market in Ukraine from the perspective of online sales management. In the context of constant changes in consumer preferences and technological innovations, it is important to understand the factors influencing the dynamics of the clothing market and which strategies may be effective for enterprises in this sector. Based on the analysis conducted in the article, it can be argued that the Ukrainian textile industry faces stiff competition from countries with cheap labor. Significant threats to the development of the clothing market include outdated equipment and a low level of innovation that hinder the industry's progress. However, Ukrainian enterprises operating in this market segment have a range of opportunities through the application of online sales management, including: export development to EU countries and other parts of the world; attracting investments for equipment modernization and innovation implementation; and fostering partnerships with foreign counterparts. Therefore, the Ukrainian textile industry has considerable potential for development, requiring industry modernization and market expansion efforts. The article discusses aspects such as changes in consumer demand, competitive battles among online platforms, the impact of the COVID-19 pandemic on changes in purchasing habits, and the challenges and opportunities that arise for enterprises in the context of digital transformation and e-commerce. The authors pay attention to online sales management strategies that can help enterprises adapt to new conditions and ensure stable development in today's competitive environment. The research findings may be useful for managers and executives in the fashion business sector, as well as for analysts and researchers interested in the development of the clothing market and e-commerce in Ukraine.
