The methodological approach to introducing a new fashion brand to the digital market

Abstract

This paper presents a methodological approach to introducing a new fashion brand to the digital market. According to the developed methodological approach, the readiness for the introduction of a new fashion brand to the digital market was determined, and the obtained results were analyzed. For the appearance of a new fashion brand on the Internet, it is necessary to develop an internet marketing plan that includes an Internet business plan and digital marketing strategies. According to the proposed methodological approach in this research, the implementation of the Internet marketing plan of a new fashion brand is presented. The proposed method can be adapted and used for introducing any new brand or other products to the digital market.