This book provides a comprehensive overview of digital trends, innovations, and strategies in fashion retailing. As consumers adopt new technologies and ways of shopping, fashion brands are constantly looking for ways to innovate and achieve digital transformation. Combining theory with practice, the authors take a deep dive into the impact of digital technologies on fashion brands communication and social media strategies; on consumer behaviour and customer participation strategies; and on entrepreneurship and e-tailing strategies.
The book covers topics such as Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), fashion recommender systems, virtual fitting rooms, customer models, gamification, online shopping, mobile-shopping, videogames, digital media and virtual worlds. The book also explores the concepts of cocreation, storytelling and interactivity in real-life crowdfunding campaigns and in the digital world. Bringing a cutting-edge insight into the state of the fashion business, this book will help scholars and practitioners in fashion retailing, discover how to digitalise and gamify products, services, experiences and open new enterprising avenues through innovative strategies, leadership and management.
Author(s): Eirini Bazaki, Vanissa Wanick
Series: Palgrave Studies in Practice: Global Fashion Brand Management
Publisher: Palgrave Pivot
Year: 2023
Language: English
Pages: 151
City: Cham
Foreword
Contents
Notes on Contributors
List of Figures
List of Tables
1 The State of Fashion Retailing Post-pandemic: Trends, Challenges and Innovations
1 Introduction
2 Responding to Change: The Need for Reinvention
3 Digitalization
4 Gamification, Virtual Worlds and the ‘Metaverse’
5 Entrepreneurship
6 Conclusion and Other Chapters
References
2 Helping Online Fashion Customers Help Themselves: Personalised Recommender Systems
1 Introduction
2 An Overview of Fashion Recommender Systems
2.1 Main Approaches in RS
2.2 RSs Based on Customer Models
2.2.1 RS Main Components
2.2.2 A Remark on RS Components’ Achievement
2.3 Applicability to *-Commerce
3 Reality Check
3.1 Recommending a Single Clothing Item
3.2 Building a CM Through Questionnaire
3.3 Recommending Fashion Items Combinations
4 Moving Forward
4.1 Modelling Physical Features for VFRs
4.2 Integrating RSs into Other Online FSRC Domains
5 Closing Remarks
References
3 Brand Storytelling, Gamification and Social Media Marketing in the “Metaverse”: A Case Study of The Ralph Lauren Winter Escape
1 Introduction
2 Theoretical Background
2.1 Social Media Marketing: Aligning Fashion Strategies with Self-Representation
2.2 Virtual Worlds, Avatars and Storytelling: The Role of Player Agency
2.3 Brand Storytelling and Story Types: Building Emotional Links with Consumers
2.4 Storytelling Across Different Types of Media
2.5 Storytelling and Gamification
2.6 Online Brand Communities, User-Generated Content and Virtual Worlds
3 Case Study: The Ralph Lauren Winter Escape Experience in Roblox
3.1 Brand Background
3.2 Ralph Lauren Winter Escape (RLWE) Experience
3.3 Media Features
3.4 Story Types and Overall Narrative
3.5 Actors
3.6 Customisation, Engagement and Reward Mechanisms
4 Implications
4.1 Emergent Narratives and the Impact on Consumer-Brand Relationships
4.2 The Relationship Between Virtual Worlds and Consumer Co-creation: A Place for Interaction or Exploitation?
4.3 Measuring the Effect of Consumer-Brand Relationships: When Do Consumers Create Stories and How Do They Share Them?
4.4 The Emergent Relationship Between Gamification and Luxury Fashion Goods
5 Conclusion
References
4 The Use of Augmented Reality to Enhance Consumer Experience: The Case of Kohl’s Snapchat Virtual Closet and Sephora Virtual Artist
1 Introduction
2 Background
3 Case Study Structure and Case Selection
3.1 Case Study 1: Kohl’s Snapchat Virtual Closet
3.2 Case Study 2: Sephora’s Virtual Artist
4 Discussion
4.1 Social Media Integration and Brand Congruency
4.2 The Humanisation of the Brand Experience
4.3 Consumer Agency and Flow Experience
4.4 Narrative Experience and Omnichannel Orchestration
4.5 Augmenting Which Reality?
5 Implications
5.1 For Theory
5.2 For Practice
6 Conclusion
References
5 Skins in the Game: Fashion Branding and Commercial Video Games
1 Introduction
2 Background: Fashion, Games, and Consumer Behaviour
3 Case Study: Animal Crossing: New Horizons
4 Kara Chung: Animal Crossing Fashion Archive
5 Pandora Island
6 Further Thoughts
References
6 Becoming a Fashion Blogger Entrepreneur: The Case of Chiara Ferragni
1 Introduction
2 Literature Review
3 Taste as a Resource
4 Taste Leadership—The Battle for Authenticity
5 Blog Development Journey
5.1 From Personal Blog to Professional Webpage
5.2 From Virtual Community to Audience Management
6 Strategies for Maintaining and Growing an Audience
6.1 From Organising, Styling to Modelling
6.2 Building Professional Skills
7 Entrepreneurial Mindset
8 The Chiara Ferragni—Case Study
8.1 Overview of Chiara Ferragni’s Success
9 Implications and Recommendations for Fashion Bloggers
10 Conclusion, Research Limitations and Future Research
References
7 Crowdfunding Nascent Fashion Brands
1 Introduction
2 Background
3 Crowdfunding
4 Case Study
5 Recommendations
6 Conclusion
References
Index
