Prioritizing disruptive information technologies in Fashion E-Commerce using OSINT

The article addresses the marketing problem of ranking the impact magnitude of disruptive information technologies (disruptive IT) on customers and sales, while avoiding unjustified expenses in the field of Fashion E-commerce. The task is to develop a methodology for ranking the influence of disruptive IT in order to determine their implementation priority in the development of Fashion E-commerce. A hypothesis is proposed: based on relevant and reliable information from legal open sources regarding the consequences of applying disruptive IT in the Fashion E-commerce sector, it is possible to identify, classify, and assess the degree of their impact on digital transformation in Fashion E-commerce. This, in turn, can be used to objectively determine the priority of implementing disruptive IT. The object of the study is disruptive IT; the subject is the consequences of implementing disruptive IT. The criteria for assessing the consequences include economic effect, impact on UX (user experience), risks, and social response. The article proposes the use of content analysis methods applied to relevant and reliable information obtained from OSINT search tools using legal open digital sources. Content analysis involves the identification of key topics, terms, emotional markers, and statistical patterns in textual, visual, and multimedia messages related to the implementation of disruptive IT in Fashion E-commerce. OSINT search tools ensure the representativeness of selected keywords, the completeness of relevant source coverage, and the balance between synonyms/variations of terms to obtain reliable information. An approximate mathematical model of data sample representativeness, based on queries with N keywords/phrases, is substantiated. It is proven that at least 5–10 well-chosen keywords/phrases are required for each topic/category. As a result of comparing statistical indicators with managerial criteria such as ISO 31000 and MIL-STD, the possibility of applying statistical indicators of the approximate mathematical model of data sample representativeness to decision-making regarding the degree of disruptive IT influence on Fashion E-commerce is justified. The article describes a methodology for ranking the impact magnitude of disruptive IT on the development of Fashion E-commerce and provides an example of applying such ranking to determine their implementation priority in the industry’s development. A justified ranking of disruptive IT has been obtained, namely: AI/ML, VR/AR, Big Data and analytics, IoT/RFID, among others. The results can be used for strategic planning and the formation of innovative business models in the field of online fashion retail.