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International Journal of Engineering and Management Sciences
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IJEMS

Évf. 10 szám 2 (2025)
Menedzsmenttudományok

Impacts of Digital Communication Tools on Fashion Brands Success –The NUDE Project

Megjelent:
2025-04-09
DOI Linkhttps://doi.org/10.21791/IJEMS.2025.06.
Szerzők
Peredy Zoltán,
Figueiredo Carolina,
Krisztina Juhász
Megtekintés
PDF (Angol)
Kulcsszavak
Fashion Brand Digital Communication Personalised Customer Relations Cultural Shift
Licenc

Copyright (c) 2025 Zoltán Peredy, Carolina Figueiredo, Krisztina Juhász

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Hogyan hivatkozzuk
Kiválasztott formátum: APA
Peredy, Z., Figueiredo, C., & Krisztina, J. (2025). Impacts of Digital Communication Tools on Fashion Brands Success –The NUDE Project. International Journal of Engineering and Management Sciences, 10(2), 1-13. https://doi.org/10.21791/IJEMS.2025.06.
Beküldött 2025-01-09
Elfogadott 2025-04-07
Publikált 2025-04-09
Absztrakt

The global scale, changing fashion industry can be characterised with low predictability, high volatility, seasonality, short life cycle products and highly impulse consumer purchasings decisions, addressing ethical and sustainability matters. Fashion as generic collecting name can be defined as styles of clothing and accessories worn at any time by different groups of people. One of the main opportunity and challenge for this complex, multi actors sector introducing digital solutions, which can provide significant contribution of restructuring the supply chains, optimising the production techniques, reducing its negative environmental externalities supporting the future sustainability. Possible reason beyond this digitization trend can be changing consumer attitudes and expectations. Majority of consumers have tendency using digital channels before, during and after their purchase, so fashion brands have to take into consideration this new reality. The convenience and accessibility of online enjoyable shopping opportunities have reshaped consumer expectations including personalized recommendations, and user-friendly online social media platforms (video channels, websites, mobile apps, and secure payment systems). Instagram, TikTok, YouTube and Pinterest have transformed the way fashion brands communicate and connect with their audience creating loyal social network. Digital transformation requires more than just implementing new technologies; it necessitates a cultural shift within fashion brands. Case study of the NUDE Project analysing its challenges and main competitors as well, can serve as an illustrative example how can the digital communication tools contribute to the fashion brand future success and prosperity.

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