Shaping Consumer Behaviour in the Fashion Industry by Interactive Communication Forms

The intense processes of digital transformation are resulting in changes in consumer behavior in the fashion market. The digital consumer expects increasingly attractive products that reflect new fashion trends, a low risk of purchase and immediate availability. They are active and engaged, and interaction with them is becoming a form of creating value for a company/brand. Being aware of fashion and their related needs, consumers require from brands a dialogue, transparency of activities undertaken, and personalisation of experiences created together with their diversity. A good solution here could be a fast fashion strategy, which is a new way of thinking about creating value with the customer and for them in the textile market. However, it requires from brands an increasingly customer-focused market orientation and looking for forms of communication that are much more engaging than before. The aim of the paper is to identify the influence of interactive forms of communication on shaping customer behavior in the fashion market. Particular attention was paid to social media, mobile marketing and solutions based on the concept of the Internet of Things.