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The article considers the actual factors for the development of light industry enterprises – the transition of the interaction of the "producer-consumer" system to the digital space using the Internet; application of the customization function in the production of light industry goods and the development of a model of conscious consumption. The presented results of marketing research demonstrate the interest in fashion of a larger number of consumers under 35 years old and confirm the global trend of interest in the global network as the main source of information about fashion. The results obtained reflect the global statistics on consumer awareness of fashion innovations and new products that they receive from the worldwide Internet. The desire to integrate the consumer and the manufacturer using online channels is relevant and in demand both in the global and in the Russian market, based on which we can talk about the use of modern means of interaction. Active segmentation of the market leads to the fact that the consumer becomes more differentiated in terms of their values and tastes, social and demographic status, which in turn changes the demand: it goes from mass to the category of segmented. The authors considered the emergence of the phenomenon of mass customization in global practice and the main approaches to using this tool in the market. Customization is a tool by which the manufacturer and the client come to a common decision regarding the finished product. It was found that economists Joseph Pine II and James H. Gilmore propose four levels of customization, which are called collaborative, adaptive, cosmetic, transparent (joint, adaptive, cosmetic, transparent), respectively, which most fully reflects the levels of implementation of customization in mass production. In this article, the authors review the experience of the two largest sports goods manufacturers in the field of sustainable production and consider the new direction of "slow fashion" (slow fashion) as the basis for the introduction of the customization function. |
