The purpose of this paper is to identify relevant aspects regarding the digital transformation process of companies in the fashion industry production market, how the process is perceived by the managers of these companies, and the existence of a digitalization strategy. As a tool for qualitative research, a semi-structured interview was used to collect opinions on the digitalization process of companies in the fashion industry from experts with experience in digital transformation, based on the evolution of their own companies. The sample of interviewed individuals was consciously and explicitly selected to include pro-digitalization attitudes, individuals who already have their own experiences and informed opinions on the necessity, barriers, and steps to be taken in implementing a digitalization process. The digital textual analysis tool Atlas.ti was used for the collected data through semi-structured interviews. Finally, the dimensions of the specific digitalization model for the fashion industry were determined.

Key words: digital transformation, fashion industry, qualitative research, digital tools.