Special Issue of Journal of Global Fashion Marketing
on ‘Digital Fashion Marketing in the Age of Transformation’
Guest Editors:
Heejin (Jeanie) Lim, University of Tennessee, Knoxville, USA
Chung-Wha (Chloe) Ki, Hong Kong Polytechnic University, Hong Kong SAR
Submission Deadlines:
Extended Submission Deadline for Extended Abstract: January 31, 2024
Full Paper Submission Deadline: August 15, 2024
Introduction:
The 2024 Global Fashion Management Conference (GFMC) will be held in Milan, Italy from July 11 to 14, 2024, with the theme “Marketing & Management in the Age of Digital Transformation.” In line with this, we cordially invite submissions for a special issue of the Journal of Global Fashion Marketing (2022 Impact Factor: 3.8; Q1 CiteScore Best Quartile), a journal widely recognized for its exceptional contributions to fashion marketing research, dedicated to the theme of “Digital Fashion Marketing in the Age of Transformation.”
Scope and Focus:
With the fashion industry undergoing a significant transition towards digitalization, this special issue aims to explore the transformative influence of digital technologies on the fashion sector. The rapid development of digital technologies, including Virtual Reality (VR), Augmented Reality (AR), blockchain, and generative AI, has profoundly reshaped the marketing landscape, and the fashion industry is no exception. This industry, known for its pursuit of novelty and innovation to captivate consumers, is increasingly integrating these technologies into its marketing strategies to evoke a sense of desire, wonder, and fascination with its products among consumers. This wholehearted embrace of novel digital technologies by the industry aligns with consumers who are enthusiastic about adopting new digital platforms and technologies (Noris et al., 2021). Consequently, the decision of whether to embrace these technological advancements has emerged as a pivotal factor in achieving success within the modern fashion industry (Silva et al., 2020).
As practical adoption of digital technologies, by both brand marketers and consumers, continues to grow, and new technologies keep emerging, the already significant academic interest in this phenomenon is also expected to expand. To date, scholars have dedicated substantial efforts to understand the impact of various innovations, including augmented reality try-ons (Baytar et al., 2020), the influential factors in the adoption of mobile shopping applications for fashion (Soni et al., 2019), the characteristics of social media influencers in elevating the effectiveness of influencer marketing (Ki et al., 2020). Additionally, researchers have explored the potential of data-driven personalization within the fashion landscape (Jain et al., 2021), and examined the transformative possibilities presented by the metaverse in fashion marketing (Mogaji et al., 2023). They have also analyzed fashion consumer decision-making journeys in the context of omni-channel marketing (Lynch & Barnes, 2020).
In light of the evolving fashion landscape, with the ongoing integration of cutting-edge digital technologies such as NFTs, virtual influencers, and generative AI, which are further reshaping the fashion marketing domain, there is an urgent need to reevaluate consumer responses, attitudes, and behaviors toward these increasingly advanced technologies. To enrich our understanding of how this new era of transformative digital marketing is reshaping the fashion industry, we welcome original research, empirical studies, theoretical frameworks, and case studies on various aspects of Digital Fashion Marketing, encompassing, but not limited to:
● Virtual Reality (VR) applications in fashion marketing
● Augmented Reality (AR) applications in fashion marketing
● The influence of mobile technology in fashion marketing strategies
● Metaverse marketing for fashion consumers
● The influence of blockchain and NFTs on fashion marketing
● Human and virtual human influencers for fashion marketing
● Generative AI integration for innovative fashion marketing
● The role of big data in shaping fashion marketing strategies
● Eco-friendly digital strategies in fashion
● Emerging consumer behavior in the digital fashion landscape
● Innovative digital showrooms for fashion
● Omni-channel integration in fashion
Your contributions will contribute to the ongoing discourse in this field. We look forward to receiving your submissions.
Submission Information:
1. Manuscript submission to the 2024 GFMC at Milan: Authors are kindly requested to submit their extended abstract (not exceeding 5 pages, single-spaced), or full paper (not exceeding 20 pages, double-spaced) to the Digital Fashion Marketing in the Age of Transformation track of the 2024 GFMC at Milan via the conference submission system. All submissions will undergo a double-blind review process. To ensure anonymity, please refrain from including any author information in the submission file. Manuscript submission: https://2024gfmc.imweb.me/24452063
2. Full paper submission to JGFM: Selected papers will be invited to submit full papers to the JGFM special issue on Digital Fashion Marketing in the Age of Transformation. Full papers must be formatted in accordance with the submission guidelines of the Journal of Global Fashion Marketing (https://www.tandfonline.com/action/authorSubmission?show=instructions&journalCode=rgfm20).
For More Information:
Guest Editors:
Heejin (Jeanie) Lim, University of Tennessee, Knoxville, e-mail: hlim@utk.edu
Chung-Wha (Chloe) Ki, Hong Kong Polytechnic University, email: chloe.ki@polyu.edu.hk
*They will be happy to assist you with any inquiries or further details regarding the special issue.
2024 Global Fashion Management Conference at Milan: https://2024gfmc.imweb.me/
Journal of Global Fashion Marketing: https://www.tandfonline.com/toc/rgfm20/current#.UyEPp_l_vl8
References
Baytar, F., Chung, T., & Shin, E. (2020). Evaluating garments in augmented reality when shopping online. Journal of Fashion Marketing and Management: An International Journal, 24(4), 667-683.
Jain, G., Paul, J., & Shrivastava, A. (2021). Hyper-personalization, co-creation, digital clienteling and transformation. Journal of Business Research, 124, 12-23.
Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Omnichannel fashion retailing: examining the customer decision-making journey. Journal of Fashion Marketing and Management: An International Journal, 24(3), 471-493.
Mogaji, E., Dwivedi, Y. K., & Raman, R. (2023). Fashion marketing in the metaverse. Journal of Global Fashion Marketing, 1-16.
Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2021). Digital fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32-46.
Silva, S. C., Duarte, P., & Sundetova, A. (2020). Multichannel versus omnichannel: a price-segmented comparison from the fashion industry. International Journal of Retail & Distribution Management, 48(4), 417-430.
Soni, M., Jain, K., & Kumar, B. (2019). Factors affecting the adoption of fashion mobile shopping applications. Journal of Global Fashion Marketing, 10(4), 358-376.
Special Issue of Journal of Global Fashion Marketing
on ‘Digital Fashion Marketing in the Age of Transformation’
Guest Editors:
Heejin (Jeanie) Lim, University of Tennessee, Knoxville, USA
Chung-Wha (Chloe) Ki, Hong Kong Polytechnic University, Hong Kong SAR
Submission Deadlines:
Extended Submission Deadline for Extended Abstract: January 31, 2024
Full Paper Submission Deadline: August 15, 2024
Introduction:
The 2024 Global Fashion Management Conference (GFMC) will be held in Milan, Italy from July 11 to 14, 2024, with the theme “Marketing & Management in the Age of Digital Transformation.” In line with this, we cordially invite submissions for a special issue of the Journal of Global Fashion Marketing (2022 Impact Factor: 3.8; Q1 CiteScore Best Quartile), a journal widely recognized for its exceptional contributions to fashion marketing research, dedicated to the theme of “Digital Fashion Marketing in the Age of Transformation.”
Scope and Focus:
With the fashion industry undergoing a significant transition towards digitalization, this special issue aims to explore the transformative influence of digital technologies on the fashion sector. The rapid development of digital technologies, including Virtual Reality (VR), Augmented Reality (AR), blockchain, and generative AI, has profoundly reshaped the marketing landscape, and the fashion industry is no exception. This industry, known for its pursuit of novelty and innovation to captivate consumers, is increasingly integrating these technologies into its marketing strategies to evoke a sense of desire, wonder, and fascination with its products among consumers. This wholehearted embrace of novel digital technologies by the industry aligns with consumers who are enthusiastic about adopting new digital platforms and technologies (Noris et al., 2021). Consequently, the decision of whether to embrace these technological advancements has emerged as a pivotal factor in achieving success within the modern fashion industry (Silva et al., 2020).
As practical adoption of digital technologies, by both brand marketers and consumers, continues to grow, and new technologies keep emerging, the already significant academic interest in this phenomenon is also expected to expand. To date, scholars have dedicated substantial efforts to understand the impact of various innovations, including augmented reality try-ons (Baytar et al., 2020), the influential factors in the adoption of mobile shopping applications for fashion (Soni et al., 2019), the characteristics of social media influencers in elevating the effectiveness of influencer marketing (Ki et al., 2020). Additionally, researchers have explored the potential of data-driven personalization within the fashion landscape (Jain et al., 2021), and examined the transformative possibilities presented by the metaverse in fashion marketing (Mogaji et al., 2023). They have also analyzed fashion consumer decision-making journeys in the context of omni-channel marketing (Lynch & Barnes, 2020).
In light of the evolving fashion landscape, with the ongoing integration of cutting-edge digital technologies such as NFTs, virtual influencers, and generative AI, which are further reshaping the fashion marketing domain, there is an urgent need to reevaluate consumer responses, attitudes, and behaviors toward these increasingly advanced technologies. To enrich our understanding of how this new era of transformative digital marketing is reshaping the fashion industry, we welcome original research, empirical studies, theoretical frameworks, and case studies on various aspects of Digital Fashion Marketing, encompassing, but not limited to:
● Virtual Reality (VR) applications in fashion marketing
● Augmented Reality (AR) applications in fashion marketing
● The influence of mobile technology in fashion marketing strategies
● Metaverse marketing for fashion consumers
● The influence of blockchain and NFTs on fashion marketing
● Human and virtual human influencers for fashion marketing
● Generative AI integration for innovative fashion marketing
● The role of big data in shaping fashion marketing strategies
● Eco-friendly digital strategies in fashion
● Emerging consumer behavior in the digital fashion landscape
● Innovative digital showrooms for fashion
● Omni-channel integration in fashion
Your contributions will contribute to the ongoing discourse in this field. We look forward to receiving your submissions.
Submission Information:
1. Manuscript submission to the 2024 GFMC at Milan: Authors are kindly requested to submit their extended abstract (not exceeding 5 pages, single-spaced), or full paper (not exceeding 20 pages, double-spaced) to the Digital Fashion Marketing in the Age of Transformation track of the 2024 GFMC at Milan via the conference submission system. All submissions will undergo a double-blind review process. To ensure anonymity, please refrain from including any author information in the submission file. Manuscript submission: https://2024gfmc.imweb.me/24452063
2. Full paper submission to JGFM: Selected papers will be invited to submit full papers to the JGFM special issue on Digital Fashion Marketing in the Age of Transformation. Full papers must be formatted in accordance with the submission guidelines of the Journal of Global Fashion Marketing (https://www.tandfonline.com/action/authorSubmission?show=instructions&journalCode=rgfm20).
For More Information:
Guest Editors:
Heejin (Jeanie) Lim, University of Tennessee, Knoxville, e-mail: hlim@utk.edu
Chung-Wha (Chloe) Ki, Hong Kong Polytechnic University, email: chloe.ki@polyu.edu.hk
*They will be happy to assist you with any inquiries or further details regarding the special issue.
2024 Global Fashion Management Conference at Milan: https://2024gfmc.imweb.me/
Journal of Global Fashion Marketing: https://www.tandfonline.com/toc/rgfm20/current#.UyEPp_l_vl8
References
Baytar, F., Chung, T., & Shin, E. (2020). Evaluating garments in augmented reality when shopping online. Journal of Fashion Marketing and Management: An International Journal, 24(4), 667-683.
Jain, G., Paul, J., & Shrivastava, A. (2021). Hyper-personalization, co-creation, digital clienteling and transformation. Journal of Business Research, 124, 12-23.
Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Omnichannel fashion retailing: examining the customer decision-making journey. Journal of Fashion Marketing and Management: An International Journal, 24(3), 471-493.
Mogaji, E., Dwivedi, Y. K., & Raman, R. (2023). Fashion marketing in the metaverse. Journal of Global Fashion Marketing, 1-16.
Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2021). Digital fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32-46.
Silva, S. C., Duarte, P., & Sundetova, A. (2020). Multichannel versus omnichannel: a price-segmented comparison from the fashion industry. International Journal of Retail & Distribution Management, 48(4), 417-430.
Soni, M., Jain, K., & Kumar, B. (2019). Factors affecting the adoption of fashion mobile shopping applications. Journal of Global Fashion Marketing, 10(4), 358-376.