[en] Digital transformation is nowadays present in several areas, influenced by the widespread use of the internet and its large number of users. Technological innovations have meant a change in the fashion industry, modifying consumer behavior, and giving full importance to the value of the product and the shopping experience, while adding an important degree of competitiveness among companies. The main objective of this Final Degree Project is to explain the evolution of the fashion industry, based on the digital transformation in companies and in the different areas of the fashion chain (marketing, purchasing, logistics and design). Digitalization helps the industry to face the COVID pandemic, making use of websites, apps and social networks. Consumers are going online, making use of the omni-channel approach that companies offer when buying a product through different channels at the same time, thus improving the consumer's buying process. Personalized fashion is becoming common and desired among consumers, who become the focus of attention for brands. E-commerce continues to grow, increasing sales and users. Digital consumer behavior is seen in the rise of online sales. It is a new consumer who is focused on the value of the product, using social media and influenced by digital marketing. They value the shopping experience across all channels, placing importance on the entire production process, becoming more informed about the product cycle. When comparing this digital transformation, Amazon and Alibaba lead the market, developing new technologies and leading the market. The shift from the physical shop to the digital market is influenced by the digital transformation, supported by virtual reality, the metaverse, virtual fitting rooms, beacons or NFC technology. All these new technologies support the evolution of e-commerce. An online survey has been conducted. With the results of the survey, it has been possible to analyze the opinion of the respondents on the digital transformation in fashion companies and the evolution from the physical shop to the online shop, mentioning the change of habits in clothes shopping since the COVID-19 pandemic. After conducting this research, it is predicted that in the future the online fashion sector and the digital transformation of the consumer will continue to grow, relying on consumers and new technological processes.

[gl] A transformación dixital hoxe en día está presente en diversos ámbitos, influenciados polo uso xeneralizado da internet e a súa gran cantidade de usuarios. As innovacións tecnolóxicas han suposto un cambio na industria da moda, modificando o comportamento do consumidor e dándolle total importancia ao valor do produto e á experiencia de compra, á vez engadindo un importante grao de competitividade entre as empresas. O obxectivo principal deste Traballo de Fin de Grao consiste en explicar a evolución da industria da moda, baseándose na transformación dixital nas empresas e nas diferentes áreas da cadea de moda (márketing, compras, loxística e deseño). A dixitalización axuda á industria para enfrontarse á pandemia do COVID, facendo uso das páxinas web, as apps e as redes sociais. O consumidor vólvese en liña, fai uso da omnicanalidad que ofrecen as empresas á hora de comprar un produto a través de diferentes canles á vez, mellorando así o proceso de compra do consumidor. A moda personalizada vólvese común e desexada entre os consumidores, os cales se converten no centro de atención das marcas. O e-commerce segue crecendo, aumentando as súas vendas e os seus usuarios. O comportamento dixital do consumidor obsérvase no aumento das vendas en liña. É un novo consumidor que se centra no valor do produto, utilizando as redes sociais e influenciándose polo márketing dixital. Valora a experiencia de compra a través de todas as canles, dándolle importancia a todo o proceso de produción, informándose máis sobre o ciclo do produto. Á hora de comparar esta transformación dixital, lideran o mercado Amazon e Alibaba, desenvolvendo as novas tecnoloxías e liderando o mercado. O paso da tenda física ao mercado dixital está influenciado pola transformación dixital, apoiado pola realidade virtual, o metaverso, os probadores virtuais, os beacons ou a tecnoloxía NFC. Todas estas novas tecnoloxías apoian a evolución do comercio electrónico. Levouse a cabo unha enquisa en liña. Cos resultados da enquisa, púidose analizar a opinión dos enquisados sobre a transformación dixital en empresas de moda e a evolución da tenda física á tenda en liña, mencionando o cambio de hábitos na compra de roupa desde a pandemia da COVID-19. Tras a realización desta investigación, prognostícase que nun futuro o sector da moda en liña e a transformación dixital do consumidor seguirá crecendo, apoiándose nos consumidores e nos novos procesos tecnolóxicos.