Abstract:
Digital technology has significantly enhanced the consumer shopping experience, making
shopping easy, convenient, and flexible. The use of the Internet and technology has been seen as
a noticeable trend, as many people around the globe have taken to shopping for apparel online.
According to eMarketer, worldwide e-commerce sales were estimated at $4.9 trillion in 2023,
which is about 20 percent more than the previous year.
Customers today can search for products, select the best, and purchase them, all from the
convenience of their homes and even through their mobile devices. This has shifted the way
consumers carry out their shopping expeditions and made it easier for them to do so. It cannot be
denied that due to e-commerce, businesses have also been able to expand their market globally.
With the help of the Internet, companies have been able to tailor what they have to offer to specific
consumers based on their activity patterns. Digital technology has also impacted relations between
consumers and the brands being marketed, and marketers are using social media platforms and
other related digital tools to influence customer relations for brand loyalty.
It is, therefore, important for any business to think big and have a well-planned strategic direction
for the digitalization process. In the context of fashion, a human approach integrated with the
overall view is the way to go digital. The recommendations for the effective functioning of the e commerce business are presented in the report. In conclusion, the apparel industry holds significant
growth prospects in the context of Pakistan, especially in terms of the utilization of digital media.
Companies should, therefore, capitalize on this growth while at the same time meeting the ever evolving demands of the consumer through embracing technology.
