THE IMPACT OF DIGITALIZATION AND GLOBALIZATION ON THE DEVELOPMENT OF WORLD AND RUSSIAN FASHION MARKET

Abstract

The article tries to formulate and show the principle trends of global economy, such as globalization and informatization, which impact the world fashion market. It summarizes the world experience of state support of enterprises’ export activities abroad and analyzes current state measures of support to export of Russian enterprises and the efficiency of promoting the brand ‘Made in Russia’ and the program of production localization in Russia. The author discusses the problems of controversial customer demand – escapism and hedonism and shows ways of their solving through differentiation of company activity in fashion industry aimed at target audience extension.

Keywords

• globalization
• informatization
• fashion industry
• brand
• escapism
• hedonism
• mass market