INTRODUCTION

The world has been undergoing increased digital transformation for several years. Virtually everything can be moved online. Commerce is no different. E-commerce has gained importance especially in recent times, when through the global pandemic shopping in stationary stores has been reduced to a minimum. The fashion sector has also had to adapt to the prevailing conditions by moving sales to the Internet, thus avoiding the loss of existing customers. Such a change has also helped significantly to attract new customers, as most people have begun to look online for new shopping opportunities. For this reason, online marketing strategies are extremely important for the fashion products trade. It is worthwhile to learn about practical solutions to help e-commerce, tailored to the specifics of fashion.