20.500.12556/DKUM-83082 Digitalizacija storitev v modni industriji Digitising of services in the fashion industry Živimo v fascinantnem in hitro rastočem svetu, saj digitalizacija in rastoča tehnologija postajata nujni del našega vsakdana, ob tem nam ponujata tudi ugodje in lajšata življenje. Svet, v katerem živimo, se nenehno spreminja in z njim se dramatično spreminja tudi digitalizacija. Digitalizacija storitev igra danes vedno pomembnejšo vlogo v gospodarskih panogah in industrijskih dejavnostih kot tudi na ostalih področjih življenja, saj vpliva na vsa delovna okolja, organizacijsko kulturo in na celotno družbo. Sodobnejši razvoj digitalizacije storitev in tehnologije odpira nove priložnosti v poslovanju modnih in drugih dejavnosti v gospodarstvu, je trajnostno naravnan, omogoča uspešnejše poslovanje in zaupanje ter spodbuja k uporabi digitalizacije. Digitalne storitve omogočajo hitrejšo in enostavnejšo uporabo tako odjemalcem kot ponudnikom storitev. Epidemija, ki je konec marca 2020 povzročila zaprtje celotnega sveta in gospodarstva, je negativno vplivava tudi na modno industrijo, povzročila je številne negotovosti. Modne hiše so bile za nekaj časa primorane zapreti svoja vrata in izvajati svojo funkcijo preko spleta. Za modno industrijo je postal nov veliki izziv, kako se digitalno preobraziti, torej kako izbrati ustrezno digitalno strategijo, kako najbolje izkoristiti digitalne storitve in inovacije, kako slediti digitalnim trendom in kako slediti željam odjemalcem. V magistrskem delu je predstavljena in prikazana vloga, trendi, prednosti ter slabosti digitalizacije storitev in inovacij v modni industriji. V raziskovalnem delu je s tremi različnimi modnimi oblikovalci izveden intervju na temo Digitalizacija storitev v modni industriji. Glavni poudarek je na 3D tehnologiji, 3D modeliranju in digitalnem marketinškem komuniciranju, kjer so podrobneje analizirane priložnosti, izzivi, nevarnosti in tveganja, s katerimi se soočajo modni oblikovalci. Analiziran je način digitalizacije njihovih storitev, izbira orodij za digitalizacijo in učinkovitost digitalnega marketinškega komuniciranja s pomočjo digitalnih orodij We live in a fascinating and fast-growing world, with digitalisation and growing technology becoming a necessary part of our daily lives, bringing us comfort and making our lives easier. The world we live in is constantly changing and digitalisation is changing accordingly. The digitalisation of services is now playing an increasingly important role in industries and industrial activities, as well as in other areas of life, as it affects all work environments, organisational culture and society as a whole. The more modern development of digitisation of services and technology opens up new opportunities in the business of fashion and other activities in the economy, is sustainable, enables better business performance and trust, and encourages the use of digitisation. Digital services make it faster and easier for both customers and service providers to use it. The epidemic that shut down the entire world and economy at the end of March 2020 has also had a negative impact on the fashion industry, causing many uncertainties. Fashion houses have been forced to close their doors for a while and carry out their function online. For the fashion industry, the new big challenge has become how to digitally transform itself, i.e. how to choose the right digital strategy, how to make the best use of digital services and innovations, how to keep up with digital trends and how to keep up with customer preferences. The role, trends, advantages and disadvantages of digitalisation of services and innovations in the fashion industry are presented and illustrated in this master thesis. In the research part, three different fashion designers are interviewed on the topic of digitisation of services in the fashion industry. The main focus is on 3D technology, 3D modelling and digital marketing communication, where the opportunities, challenges, threats and risks faced by fashion designers are analysed in more detail. It analyses the way their services are digitised, the choice of digitisation tools and the effectiveness of marketing communication using digital tool. Storitve Markeitng Digitalizacija Modna industrija. Services Marketing Digitising Fashion industry. true true false U. Berden Slovenski jezik Angleški jezik Magistrsko delo/naloga 2022-09-15 17:08:48 2022-12-01 13:59:52 2022-12-02 03:10:33 0000-00-00 00:00:00 2022 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.9:339.13 131924739 MAG_Berden_Urska_2022.pdf MAG_Berden_Urska_2022.pdf 1 A415AA93FD1A51CCA6572B2011507352 c11ae31c2d13aeaaa3b873bf50e25cd22c24282baa0ed1cf2cbee83277b47f14 2d2c809d-5046-11ed-9ed3-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=164036 Ekonomsko-poslovna fakulteta 0 0 0