Call for Papers: Special Section of Asia Pacific Journal of Marketing and Logistics
on ‘Luxury in the Age of Digital Disruption and Transformation’
Extended Submission Deadline for Extended Abstract: January 31, 2024
Full Paper Submission Deadline: Aug. 15, 2024
The Asia Pacific Journal of Marketing and Logistics (SSCI) will publish a special section on ‘Luxury in the Age of Digital Disruption and Transformation’ for the 2024 Global Fashion Management Conference at Milan (University of Milan, Milan, Italy, July 11-14, 2024).
Luxury brands, such as the globally renowned Louis Vuitton and Rolls Royce, are symbolic of enduring sophistication, exclusivity, historical significance, impeccable craftsmanship, limited availability, and top-tier customer service (Shimul and Phau, 2022). These distinctive characteristics make them operate differently from the majority of other businesses and present them with challenges as they navigate digital transformation. Luxury brands exhibit caution in adopting digital changes, as digital practices effective in other sectors could potentially be counterproductive for the luxury market (Holmqvist et al., 2020). Luxury brands are known for providing personalized services that reflect their brand image, all while maintaining optimum control over customer interactions through their frontline employees. Conventionally, the luxury sector has favored a one-on-one service encounter where customers largely participate passively, with minimal use of digital tools. This highlights the sector's reluctance to loosen control over customer interactions (Hoang et al., 2023).
Nonetheless, the digital age, propelled by e-commerce, social media platforms, blockchain, artificial intelligence (AI), augmented reality, virtual reality, metaverse, and bots, has drastically transformed both the commercial and cultural arenas, imposing new opportunities and challenges on luxury brands (Joy et al., 2022). The enduring and classic concept of luxury now finds itself in a dilemma with the necessity to evolve in a continuously developing digital landscape (Lee and Youn, 2021). For instance, there exists an inherent tension where social media online presence might dilute the exclusivity of luxury brands, and luxury consumers who are in need for uniqueness may shun products which are becoming popular—a phenomenon referred to as the "reverse-bandwagon" effect (Oc et al., 2023). That said, another line of evidence suggests a contrasting perspective. Luxury fashion entities are acknowledging the essential role of an online presence. Pioneer brands such as Burberry and Chanel are embracing digital platforms to foster a more interactive audience connection. It is forecasted that online luxury sales will continue to grow (Hoang et al., 2023). As this shift towards online grows, it is imperative for luxury brands to adapt and utilize advanced digital strategies and tools to thrive in the modern luxury landscape.
Concurrently, the esteemed craftmanship, which characterizes luxury, is now in competition with the exactitude provided by emerging technologies like AI and automation. The timeless charm of handmade luxury goods is countered by the efficiency of automated production. In a similar vein, luxury brands are increasingly adopting AI to enhance customer experiences with their products. For instance, Gucci and BMW are integrating Artificial Intelligence (AI) into their processes, with Gucci using AI for sneaker development and BMW employing it to innovate new designs. While AI enhances functional value of luxury brands, preliminary evidence has suggested the application of AI to the design process of luxury goods could potentially diminish the perceived prestige and overall consumer perception of the luxury brand. This arises from the inability of AI to emulate human emotions and feelings, which lays the core essence of luxury brands (Xu and Mehta, 2022).
Within the growing blending of digital and physical worlds, luxury brands inevitably need to pave ways forward, and we probably will witness a reshaping of the very definition of luxury. It is clear that the convergence of luxury and digital transformation presents an uncharted territory. The luxury industry is currently awaiting solutions to the challenges and opportunities arising from integrating technology efficiently and, more importantly, without compromising the essence of their brand. This special issue aims to understand the implications of digital change on luxury brands and how luxury brands can navigate through digital disruption and transformation. We invite submissions employing both quantitative and qualitative approaches, with a particular interest in studies that incorporate multi-methods and diverse data sets.
Recommended topics include, but are not restricted to:
- Conceptualization of digital disruption and transformation in luxury
- Re-defining luxury in digital transformation
- Influencer marketing and luxury branding
- The role of AI in shaping luxury consumer experiences
- Chatbots and service robots in luxury retailing
- Digital democratization and luxury exclusivity
- Tension between personalized luxury services and automated digital processes
- The impact and potential of Virtual Reality (VR) and Augmented Reality (AR) in transforming luxury service experience
- Omnichannel integration in luxury
- Digital authenticity and counterfeiting in luxury
- Consumer psychology in digital luxury shopping
- Crafting digital narratives in luxury
- Digital supply chain and logistic management in luxury
Conference Submission and Review Process: The extended abstract should be submitted to the Luxury in the Age of Digital Disruption and Transformation track of the 2024 GFMC at Milan. All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2024 Global Fashion Management Conference (GFMC) at Milan submission page: https://2024gfmc.imweb.me/24452063. Extended abstract submissions should follow the 2024 GFMC submission guidelines (https://2024gfmc.imweb.me/35/?bmode=view&idx=16495692&back_url=&t=board&page=). The manuscript's title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and e-mail address. Names and contact information for other authors should be included as well. Manuscripts considered for the special issue should be original contributions and should not be under consideration for any other publication at the same time. Submissions will be evaluated by a double-blind review process.
Among papers initially submitted to ‘Luxury in the Age of Digital Disruption and Transformation’ track of the 2024 Global Fashion Management Conference (GFMC) at Milan, papers selected by the special issue guest editors will be considered for submission to this special issue of the Asia Pacific Journal of Marketing and Logistics on ‘Luxury in the Age of Digital Disruption and Transformation’. Full paper submission to the APJML should follow the submission guidelines of the Asia Pacific Journal of Marketing and Logistics
(https://www.emeraldgrouppublishing.com/journal/apjml).
For More Information:
1. Guest Editors:
- Professor Eunju Ko (Yonsei University, Republic of Korea)
Email: jgfmeditor@gmail.com
- Associate Professor Eugene Cheng-Xi Aw (UCSI University, Malaysia)
Email: EugeneAw@ucsiuniversity.edu.my /eugenecx.aw@gmail.com
2. 2024 Global Fashion Management Conference at Milan:
https://2024gfmc.imweb.me/
Venue: University of Milan, Milan, Italy
Date: July 11-14, 2024
3. Asia Pacific Journal of Marketing and Logistics:
https://www.emeraldgrouppublishing.com/journal/apjml
References
Hoang, D., Kousi, S. and Martinez, L. F. (2022), “Online customer engagement in the post-pandemic scenario: a hybrid thematic analysis of the luxury fashion industry”, Electronic Commerce Research, Vol. 23, pp. 1401–1428
Holmqvist, J., Wirtz, J. and Fritze, M. P. (2020), “Luxury in the digital age: A multi-actor service encounter perspective”, Journal of Business Research, Vol. 121, pp. 747-756.
Joy, A., Zhu, Y., Peña, C. and Brouard, M. (2022), “Digital future of luxury brands: Metaverse, digital fashion, and non‐fungible tokens”, Strategic change, Vol. 31 No. 3, pp. 337-343.
Lee, J.E. and Youn, S.-Y. (2021), "Luxury marketing in social media: the role of social distance in a craftsmanship video", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 3, pp. 826-845.
Oc, Y., Plangger, K., Sands, S., Campbell, C. L. and Pitt, L. (2023), “Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning”, Psychology & Marketing, Vol. 40 No. 9, pp. 1704-1709.
Shimul, A. S. and Phau, I. (2022), “Luxury brand attachment: Predictors, moderators and consequences”, International Journal of Consumer Studies, Vol. 46 No. 6, pp. 2466-2487.
Attached: 'CFP: APJML on Luxury in the Age of Digital Disruption and Transformation'
Call for Papers: Special Section of Asia Pacific Journal of Marketing and Logistics
on ‘Luxury in the Age of Digital Disruption and Transformation’
Extended Submission Deadline for Extended Abstract: January 31, 2024
Full Paper Submission Deadline: Aug. 15, 2024
The Asia Pacific Journal of Marketing and Logistics (SSCI) will publish a special section on ‘Luxury in the Age of Digital Disruption and Transformation’ for the 2024 Global Fashion Management Conference at Milan (University of Milan, Milan, Italy, July 11-14, 2024).
Luxury brands, such as the globally renowned Louis Vuitton and Rolls Royce, are symbolic of enduring sophistication, exclusivity, historical significance, impeccable craftsmanship, limited availability, and top-tier customer service (Shimul and Phau, 2022). These distinctive characteristics make them operate differently from the majority of other businesses and present them with challenges as they navigate digital transformation. Luxury brands exhibit caution in adopting digital changes, as digital practices effective in other sectors could potentially be counterproductive for the luxury market (Holmqvist et al., 2020). Luxury brands are known for providing personalized services that reflect their brand image, all while maintaining optimum control over customer interactions through their frontline employees. Conventionally, the luxury sector has favored a one-on-one service encounter where customers largely participate passively, with minimal use of digital tools. This highlights the sector's reluctance to loosen control over customer interactions (Hoang et al., 2023).
Nonetheless, the digital age, propelled by e-commerce, social media platforms, blockchain, artificial intelligence (AI), augmented reality, virtual reality, metaverse, and bots, has drastically transformed both the commercial and cultural arenas, imposing new opportunities and challenges on luxury brands (Joy et al., 2022). The enduring and classic concept of luxury now finds itself in a dilemma with the necessity to evolve in a continuously developing digital landscape (Lee and Youn, 2021). For instance, there exists an inherent tension where social media online presence might dilute the exclusivity of luxury brands, and luxury consumers who are in need for uniqueness may shun products which are becoming popular—a phenomenon referred to as the "reverse-bandwagon" effect (Oc et al., 2023). That said, another line of evidence suggests a contrasting perspective. Luxury fashion entities are acknowledging the essential role of an online presence. Pioneer brands such as Burberry and Chanel are embracing digital platforms to foster a more interactive audience connection. It is forecasted that online luxury sales will continue to grow (Hoang et al., 2023). As this shift towards online grows, it is imperative for luxury brands to adapt and utilize advanced digital strategies and tools to thrive in the modern luxury landscape.
Concurrently, the esteemed craftmanship, which characterizes luxury, is now in competition with the exactitude provided by emerging technologies like AI and automation. The timeless charm of handmade luxury goods is countered by the efficiency of automated production. In a similar vein, luxury brands are increasingly adopting AI to enhance customer experiences with their products. For instance, Gucci and BMW are integrating Artificial Intelligence (AI) into their processes, with Gucci using AI for sneaker development and BMW employing it to innovate new designs. While AI enhances functional value of luxury brands, preliminary evidence has suggested the application of AI to the design process of luxury goods could potentially diminish the perceived prestige and overall consumer perception of the luxury brand. This arises from the inability of AI to emulate human emotions and feelings, which lays the core essence of luxury brands (Xu and Mehta, 2022).
Within the growing blending of digital and physical worlds, luxury brands inevitably need to pave ways forward, and we probably will witness a reshaping of the very definition of luxury. It is clear that the convergence of luxury and digital transformation presents an uncharted territory. The luxury industry is currently awaiting solutions to the challenges and opportunities arising from integrating technology efficiently and, more importantly, without compromising the essence of their brand. This special issue aims to understand the implications of digital change on luxury brands and how luxury brands can navigate through digital disruption and transformation. We invite submissions employing both quantitative and qualitative approaches, with a particular interest in studies that incorporate multi-methods and diverse data sets.
Recommended topics include, but are not restricted to:
Conference Submission and Review Process: The extended abstract should be submitted to the Luxury in the Age of Digital Disruption and Transformation track of the 2024 GFMC at Milan. All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2024 Global Fashion Management Conference (GFMC) at Milan submission page: https://2024gfmc.imweb.me/24452063. Extended abstract submissions should follow the 2024 GFMC submission guidelines (https://2024gfmc.imweb.me/35/?bmode=view&idx=16495692&back_url=&t=board&page=). The manuscript's title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and e-mail address. Names and contact information for other authors should be included as well. Manuscripts considered for the special issue should be original contributions and should not be under consideration for any other publication at the same time. Submissions will be evaluated by a double-blind review process.
Among papers initially submitted to ‘Luxury in the Age of Digital Disruption and Transformation’ track of the 2024 Global Fashion Management Conference (GFMC) at Milan, papers selected by the special issue guest editors will be considered for submission to this special issue of the Asia Pacific Journal of Marketing and Logistics on ‘Luxury in the Age of Digital Disruption and Transformation’. Full paper submission to the APJML should follow the submission guidelines of the Asia Pacific Journal of Marketing and Logistics
(https://www.emeraldgrouppublishing.com/journal/apjml).
For More Information:
1. Guest Editors:
- Professor Eunju Ko (Yonsei University, Republic of Korea)
Email: jgfmeditor@gmail.com
- Associate Professor Eugene Cheng-Xi Aw (UCSI University, Malaysia)
Email: EugeneAw@ucsiuniversity.edu.my /eugenecx.aw@gmail.com
2. 2024 Global Fashion Management Conference at Milan:
https://2024gfmc.imweb.me/
Venue: University of Milan, Milan, Italy
Date: July 11-14, 2024
3. Asia Pacific Journal of Marketing and Logistics:
https://www.emeraldgrouppublishing.com/journal/apjml
References
Hoang, D., Kousi, S. and Martinez, L. F. (2022), “Online customer engagement in the post-pandemic scenario: a hybrid thematic analysis of the luxury fashion industry”, Electronic Commerce Research, Vol. 23, pp. 1401–1428
Holmqvist, J., Wirtz, J. and Fritze, M. P. (2020), “Luxury in the digital age: A multi-actor service encounter perspective”, Journal of Business Research, Vol. 121, pp. 747-756.
Joy, A., Zhu, Y., Peña, C. and Brouard, M. (2022), “Digital future of luxury brands: Metaverse, digital fashion, and non‐fungible tokens”, Strategic change, Vol. 31 No. 3, pp. 337-343.
Lee, J.E. and Youn, S.-Y. (2021), "Luxury marketing in social media: the role of social distance in a craftsmanship video", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 3, pp. 826-845.
Oc, Y., Plangger, K., Sands, S., Campbell, C. L. and Pitt, L. (2023), “Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning”, Psychology & Marketing, Vol. 40 No. 9, pp. 1704-1709.
Shimul, A. S. and Phau, I. (2022), “Luxury brand attachment: Predictors, moderators and consequences”, International Journal of Consumer Studies, Vol. 46 No. 6, pp. 2466-2487.
Attached: 'CFP: APJML on Luxury in the Age of Digital Disruption and Transformation'