Using New Technologies and Approaches in Customer Relationship Management in the Fashion Industry

Relevance of the work. Despite the widespread use of CRM tools and technological advancements, they are poorly used in the fashion industry. The lack of CRM Analytics does not allow fashion companies to personalize communication with customers and offer relevant products to customers. It is difficult to assess how much new technologies and CRM approaches are of interest for fashion companies and their clients, and it is difficult to assess their prospects. The purpose of the work is to develop recommendations for fashion companies on customer relationship management and assess the prospects for using a number of new technologies in the industry. As part of the empirical study, a series of interviews with fashion consumers, 20-25-year-old young women with higher education, and two expert interviews were conducted, and a targeted content analysis of the texts of all interviews was conducted. As a result, general recommendations were formulated for all fashion companies, as well as for large and small companies separately. Relevant recommendations for fashion companies in the context of the coronavirus pandemic were formulated. A map of the expectations of fashion companies and their customers regarding the benefits that new technologies may bring them in the future was created. This paper closes a gap in existing research on the use of CRM tools and new technologies in highly personalized industries, in particular, the prospects and applicability of these approaches in the fashion industry.