Main description (English)

From the very beginning, advertising aims to attract people's attention and sales. Today, advertising is everywhere to shape consumer demand, establish brands and provide such important targeted communication and customer experience. The advertising business has the power to change and change itself according to the environment. The change is with the rapid development of Industry 4.0 and in line with the development of the industry for which it works. Yes, advertising in the fashion industry today mostly expands consumer interest in products, services, brands and individuals, but it is also interactive and the consumer is involved. Whether it is fast fashion or luxury and unique products and services, today effective advertising and communication is in both real and virtual environments and provides a personalized experience. The purpose of this article is to provide a comprehensive overview of the current challenges of the fashion advertising. To gain this, the article describes the main directions in the development of the fashion industry such as differentiation and digitalization, as well as the prospects for its innovative development. The article examines the changes in the advertising and in the fashion industry, taking into account their specific characteristics and relationships. The main research on consumer attitudes in fashion and their reactions to different advertising models, as well as the specific marketing challenges in the fashion industry to attract the attention of consumers are discussed. The problematic directions in which the advertising strategies are developed, the unique for the fashion innovative advertising channels and the key factors for effective advertising are presented. Digital transformations in the cultural and creative industries, which include advertising and fashion, require customer orientation through data analysis techniques, algorithms that study customer behavior and artificial intelligence. Keywords: fashion, industry, advertising, transformation