KOREASCHOLAR

CLOTHES MADE OF PIXELS AND BITS: AN AI-DRIVEN TOPIC MODELING ANALYSIS OF FASHION NFTS COMPARED TO DIGITAL FASHION

Ashley Stevens Chenn, Hyunhwan Aiden Lee, Sze Man Chong, Juyeun Jang, Chung-Wha Chloe Ki
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422302
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.318-323
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Non-fungible tokens (NFTs) exploded onto the global digital landscape in 2020, spurred by pandemic-related lockdowns and government stimulus (Ossinger, 2021). An NFT is a unit of data stored on a blockchain that represents or authenticates digital or physical items (Nadini, 2021). Since it resides on a blockchain, NFTs carry the benefits of decentralization, anti-tampering, and traceability (Joy et al., 2022). Fashion brands quickly capitalized on these features, launching fashion NFT collections and garnering significant profits from the sale of fashion NFTs in 2021 (Zhao, 2021). For example, Nike’s December 2021 acquisition of RTFKT (pronounced “artifact”) resulted in USD 185 million in sales less than a year after their acquisition (Marr, 2022).

Keyword
Fashion NFTsDigital fashionAI-driven topic modelingFashion contextConsumer perception
Author
  • Ashley Stevens Chenn(The Hong Kong Polytechnic University, Hong Kong)
  • Hyunhwan Aiden Lee(California State University Long Beach, USA)
  • Sze Man Chong(The Hong Kong Polytechnic University, Hong Kong)
  • Juyeun Jang(The Hong Kong Polytechnic University, Hong Kong)
  • Chung-Wha Chloe Ki(The Hong Kong Polytechnic University, Hong Kong)