INTRODUCTION

This section examines the impact of online shopping, social media and artificial intelligence on the behaviour of fashion consumers. Online shopping has made fashion products more accessible and convenient for consumers, leading to increased competition among fashion retailers. Social media has changed the way fashion brands reach and communicate with their target audience, with influencers and bloggers playing an important role in shaping fashion consumer behaviour. AI has delivered personalised experiences to fashion consumers, including personalised recommendations, targeted advertising and virtual trial technologies. These three factors have transformed the way fashion consumers shop and interact with brands and will continue to shape fashion consumer behaviour in the future.