HOLISTIC MARKETING PECULIARITIES OF THE GLOBAL FASHION INDUSTRY IN THE XXI CENTURY

Abstract

At the beginning of the 21st century, the global economy, specifically the service sector, underwent a significant transformation as developing countries began to gain an increasing share of the sector. Traditional industrialized countries (the United States and Europe) are no longer the priority choice of companies when looking for service providers. The growth of new economic markets such as Brazil, Mexico, Indonesia, India, and China has created new and diverse business opportunities, including for the global fashion industry. For example, Brazil and Mexico are the largest markets for the fashion industry, but the downside of this progress is environmental degradation in the region and a third of the population living below the poverty line. So the active dissemination of the holistic marketing concept in the global fashion industry is justified by the fact that it allows for achieving sustainability indicators, compliance with which is an important issue for consumers, especially for new generations who are socially and environmentally conscious and expect fashion brands to be more ethical, transparent and sustainable. The Ukrainian fashion industry has significant potential for creating a sustainable fashion industry due to its high-quality raw materials, connection with nature, culture, textile traditions, use of unique technologies, etc. This will allow it to become one of the drivers of the recovery and further development of the domestic economy, which makes it important to study the peculiarities of holistic marketing in the global fashion industry to identify best practices for further implementation in Ukrainian realities. The theoretical and methodological basis for the article is the work of domestic and foreign scholars on the study of holistic marketing and its use in specific industries. The research was conducted using the methods of theoretical generalization, comparative analysis, synthesis, induction, and deduction, which made it possible to identify the features of holistic marketing in the global fashion industry in the eleventh century, namely: strengthening the digital presence of fashion companies through an intuitive online shopping experience, fast delivery and individualized forms of communication on the Internet; spreading sustainable fashion by minimizing the negative impact on the environment, buying goods from local suppliers.