Personalization as a Trend in the Sportswear Industry: Strategies for Enhancing Customer Loyalty

Ilia Guzhin

Abstract: The article examines the characteristics and role of personalization as a trend in the sportswear industry from the perspective of strategies for strengthening consumer loyalty. This sector is demonstrating a steady shift toward individualization, driven by changing consumer expectations, rapid advancements in digital technologies, and improvements in materials. The relevance of this topic is determined by increasing market competition and the growing necessity for brands to adapt their products to customer demands to boost sales. However, several unresolved issues remain in academic discourse, including the extent of personalized approaches' impact on companies' financial performance, the balance between individualization and production costs, and the long - term influence of such strategies on consumer preferences. The study aims to identify mechanisms through which customization in sportswear attracts and retains customers, as well as its role in shaping sustainable consumer behavior patterns. The analysis highlights key vectors of personalization: technological adaptation of materials, digital solutions for interactive product engagement, and individualized marketing strategies. The author's contribution lies in systematizing existing perspectives on personalization and providing recommendations for its optimization. Additionally, suggestions for future research directions are proposed. The findings will be of interest to marketing professionals, textile material developers, retail analysts, and researchers studying behavioral economics and digital technologies in the sports industry.

Keywords: customization, loyalty, marketing, materials, personalization, sales, sportswear, technologies, digital solutions