PECULIARITIES OF USING MARKETING TOOLS IN FASHION INDUSTRY ENTERPRISES IN THE DIGITAL ECONOMY

With the growing popularity of online shopping and the coexistence of fierce competition, fashion companies need to develop innovative ways to attract customers and build their loyalty and commitment. The results of the analysis reflect the important role of marketing tools in the process of forming a brand image, determining its specific niche. With the help of marketing tools, companies in the fashion industry not only expand the circle of their customers but also have the opportunity to keep regular customers among their regular customers. The importance of socio-economic direction in choosing a business strategy and taking into account personal preferences for the formation of a loyal audience among potential consumers is considered. It is analyzed that in the digital economy, which is based on online communication, interactive tools for doing business and communication, there are threats of misuse of marketing tools, which can lead to complete failure not only of a particular model line but also the business as a whole. The article substantiates the need to use such marketing tools for fashion industry enterprises as the implementation of a multi-tasking integrated marketing strategy, which involves the use of existing marketing tools and the introduction of innovative to form a mechanism of constant interaction with consumers, monitoring their socio-economic preferences and priorities. It is determined that to implement in existing business models the use of software capable of performing multitasking processes, speed up the processing of customer requests and orders, but also identify weaknesses in business process management, help track consumer sentiment about the brand and products of this brand, find leaders opinions that can form a quality image of the brand's products and present unobtrusive information about the product.