Digital transformation is becoming increasingly important in all areas of the global market. Moreover, the scale of digitalization is growing exponentially. The fashion industry is not an exception. Digitalization has a significant impact on various processes of the fashion industry. This paper is devoted to the main innovations of digital technologies in the apparel market in recent years, such as blockchain technology, artificial intelligence, virtual and augmented reality, and even digital clothing. For instance, blockchain technology provides protection against counterfeiting for manufacturing companies. Luxury brands such as Louis Vuitton and Moët Hennessy, Hugo boss use this technology to simplify the authentication of their products. Another example is digital clothing which is growing in popularity among consumers owing to a number of advantages over ordinary clothes: it is cheaper, requires less time to create, exists in more limited quantities and does not pollute the environment. The study analyzes the benefits and drawbacks, and the perspectives of further development of digital transformation in the fashion industry. Furthermore, the author is conducting a research for a small local store in order to evaluate the effectiveness of the integration of blockchain technology.