**4. Technological leadership**

The new era is characterized by a significant acceleration of goods, services, and new emerging markets life cycles. At the same time, in essence, the only way for businesses to "keep up" with the market is to accelerate the new markets development and the new products and services launch. Technology transfer allows long-term development of intellectual potential and scientific reserve of subjects of economic activity [13]. That is why in the fashion industry, technology transfer is playing an increasingly prominent role in terms of competitiveness strengthening. In the context of changing geopolitical reality as well as new challenges the role of new technological solutions, innovative projects and ideas are increasing. All subjects of economic activity are interested in innovations as they are long-term competitive advantages that open unlimited strategic opportunities. Large industrial companies build their strategic leadership on the advanced technological base, while small and medium-sized businesses automate production and increase the maturity of their business processes.

For example, many companies adapt technological solutions based on the use of AR/VR technologies, which create the opportunity to introduce digital fitting rooms with augmented reality, where the consumer, by combining their own photos and digital clothing models, can try on. Other manufacturers are introducing innovative digital tools for self-designing clothes, which creates a personalized approach to customer service. The issues of using advanced technologies in the fashion industry have been discussed in the scientific community for many years. So, for example, the work of Chinese researchers notes that technological innovations, including in the field of technologies for creating new materials, can be used to create clothes and shoes in demand by consumers [14]. The most important

opportunity for the production and marketing enterprises of the fashion industry in emerging markets is currently the active introduction of various digital technologies that reduce production costs and provide additional coverage to the consumer buyer audience.

The modern sport is an absolute high-achievement industry, where the natural athletes' talents, the infrastructure maturity, the pharmaceutical industry benefits, the management approaches combination, and long-run motivation tools come together. Tailored suit with specific characteristics can provide better sliding performance and better air permeability—it all affects the end result in sport. For example, for companies producing apparel and related equipment, the Olympics Games are often a technological challenge. SPEEDO's LZR Racer swimsuits are believed to have had a positive impact on athletic performance—98% of the medals at the Olympics were won by athletes wearing the LZR suit, including renowned swimmer Michael Phelps. The swimsuit, developed in conjunction with NASA, consists of extremely lightweight LZR Pulse fabric that is ultrasonically welded together. NASA estimates that the ultrasonic seam welding process helped reduce drag by 6% [15].
