"TECHNOLOGICAL INNOVATIONS ADOPTION ON FASHION E-COMMERCE"

Abstract

This work looks at how new tech changes the way clothes are sold, with a main focus on how consumers and businesses interact online. It uses many studies to show how tech like AI (Artificial Intelligence), AR (Augmented Reality), blockchain, and machine learning systems are changing how the public purchases, keeps safe, and runs businesses.

It begins by checking how safe people feel when they shop online. It finds that many worry about their money and personal information being safe. These worries make them less likely to purchase products. Data from all over the world is analyzed to check real-life situations.

Then, it studies some brands in detail. For example, Balenciaga uses new tech to allow people to try clothes on online, uses NFTs, and takes digital money, making shopping special and new. Yet, it's hard for customers to get used to it. Stradivarius uses AI to make advertising that cuts down costs and engages consumers. Zalando, a big online shop, uses AI to make things run smoother and support users more.

Reviewing data shows that using technology facilitates the shopping process and keeps customers loyal. However, education and cultural limits can make it difficult to use fully, especially when there is a lack of knowledge. Moreover, differences in luxury, normal, and online brands show that how and when technology is used depends on the type of business and who they sell to.

To end, the study shows how key it is to mix technological progress, customers¿ technological education, and cultural awareness to build trust and grow in this industry. This mix is vital for businesses to make great use of the advantages of going digital and meet the changing needs of the worldwide fashion market.