AN INTEGRATED APPROACH TO DIGITAL DESIGN, PRESENTATION AND SALES OF FASHION PRODUCTS

Abstract

This article presents a theoretical and applied study that substantiates an integrated digitalization scheme for exhibition events combined with digital apparel design as a single innovation cycle “design – digital exhibition – sales.” The proposed approach treats the outputs of CAD/CAM and 3D garment development not only as internal production files but as reusable brand assets that can be systematically transferred into exhibition and commercial environments. The paper outlines how 2D patterns, graded size sets, 3D simulated garments, material libraries, renders, and product metadata form a coherent package of digital assets that enables consistent presentation, customer interaction, and data-driven decision-making.

A dedicated stage of exhibition preparation is described, focusing on transforming “production-grade” 3D models into exhibition-ready carriers through optimization procedures (geometry reduction, texture management, preview generation, levels of detail) and exporting to formats suitable for web and mobile viewing. The study emphasizes the importance of structuring a digital collection for navigation and discovery, designing the concept of a virtual booth/showroom, and creating a multi-channel content package that can be reused across the exhibition platform, social media communication, and product pages in e-commerce.

The article defines functional requirements for a digital exhibition platform, including interactive 3D viewing, consultations and chat-based support, meeting scheduling, and integration with catalogs, carts, payments, and pre-order or request workflows. Special attention is paid to sales mechanisms relevant to apparel brands -pre-orders, customized orders, and option configurators (color/material) -as well as rules for size and fit communication in a digital setting. The feedback loop is operationalized through event-based analytics and CRM linkage, enabling brands to compare models and variants, identify friction points, and implement rapid adjustments to design and assortment.

To evaluate effectiveness, a KPI system is proposed across the cycle, combining reach, engagement, conversion, economic, and time-based metrics. The findings highlight the practical value of the integrated scheme for reducing time-to-market, lowering sampling costs, improving market fit, and strengthening competitiveness through reusable digital content and measurable performance management.