Empowering SMEs using New Forms of Digital Innovation: An Empirical Study on Fashion and Clothing Sector

The fashion and clothing sector is a highly competitive industry, where small and medium-sized enterprises (SMEs) face numerous challenges, such as limited resources, high market volatility, and the need to adapt to rapidly changing consumer preferences. However, the advent of new forms of digital innovation, such as social media platforms, e-commerce, and big data analytics, has created opportunities for SMEs to overcome these challenges and thrive in the market. The aim of this study is to explore the modern technological innovativeness through exploring three variables including social commerce constructs, brand image, and product features in e-commerce. Moreover, such study aims to propose a conceptual model that directed toward understanding how SMEs can utilized information and communication technologies in the fashion and clothing industry. This research is expected to enrich to the fashion and clothing literature by shedding the light on the importance of new ICT innovativeness in such area. The suggested model is depicted at the end of this work.