In order to communicate brand concepts and values to the young generations, many brands are highly active on social media platforms such as Twitter, Facebook, and Instagram. Brand-Generated Content has already become the most common marketing strategy for fashion brands and plays a significant role in influencing consumers’ purchase intention. With increased competition on social media platforms, companies need to understand which posting features can bring in more consumer engagements such as number of likes and comments on social media platforms. In this paper, we develop (1) a model to predict the number of likes and (2) a methodology to detect anomaly of posts that have unusually high percentage of negative user comments based on Instagram design variables, including semantic text meanings, facial expressions, color scheme and background of photos, and post timing, among others. We collected a data set of brand-generated Instagram posts from ten fashion brands. The data covers the image, text, and user comments posted between 2019 and 2020. Image features were extracted using Convolutional Neural Network, and text topics were generated through Latent Dirichlet Allocation. Our results will help managers design Instagram posts to increase consumer engagement and to reduce negative consumer reactions.

Over the past decade, the global apparel industry has witnessed an exponential growth of rental business. As consumers are increasingly aware of the environmental impact of over-consumption and garment waste, there is a new demand for apparel rental service as it helps reduce discarded garments to the landfill while satisfy consumers’ fashion needs This study examines the motivational factors that influence Generation Z consumers' attitudes and purchase intentions towards fashion rentals in China. Based on the theory of reasoned action, a survey was conducted with Generation Z consumers in mainland China. The findings suggested that economic benefits, ego defence, fashion orientation, experience value and sustainable value affect Chinese youngsters’ purchase intention to rent fashion-clothing. This empirical study contributes to a better understanding of the changing consumption attitudes and patterns of Generation Z consumers in China.

Numerous studies suggested that Generation Z (Gen Z) is an age group that seeks individuality more than other generations. Their aesthetics, identity, and belief must represent their self-value. The consumption of fashion was selected as a focus of this study. Our consumption of fashion represents our value, and we construct and present our identity with physically what we wear when we face society daily. Looking at the fashion styles of Generation Z, this study aims to examine whether Generation Z in Hong Kong practice individuality or conformity in the course of their fashion consumption behaviour by a preliminary study. Generation Z perceives their fashion consumption behaviour to reflect their individualism and values. However, the findings suggest that there is a high degree of conformity among Generation Z's fashion consumption behaviour. This conformity is observed in the creation of a distinctive fashion style, which is influenced by the cultural aesthetics, values, and preferences of Generation Z, resulting in a unifying effect that goes unnoticed by the individuals. This complex formation of Generation Z fashion consumption behaviour has a complex implication to fashion marketing, where both the sense of exclusivity and conformity must both be exhibited to satisfy the consumption needs of Generation Z.

Several earlier studies have investigated the attitudes and intentions of consumers towards sustainability within both a general (Kim et al., 1998; Nicholls, 2002; Berry & McEachern, 2005) and fashion context (Bray et al., 2011; Henninger et al., 2016; Hosseiunpour et al., 2016; Joergens 2006; Joy et al., 2012; McNeill and Moore, 2015; Reimers et al., 2016; Ritch, 2020; Tey et al., 2018; Bianchi and Gonzalez, 2021). However, there is a paucity of research from the perspective of children (Heo and Muralidharan, 2019; Ritch, 2019; Su et al., 2019; Watkins et al., 2019; Blazquez et. al., 2020; Niinimaki et al., 2020; Riesgo S. B., et al., 2022). There were predictions in 2020 that the global childrenswear market would be worth US$252.2 billion, and was proven to be more resilient than the general fashion sector during the COVID-19 pandemic (Mintel, 2021). Furthermore, the pandemic has seen prominence given to sustainability issues, with consumers increasingly prioritising brands with sustainable credentials (Euromonitor, 2022), yet little is known about children’s attitude towards sustainability. This paper aims to address this shortcoming, by assessing children’s awareness of sustainability. A Theoretical Model is proposed: Children’s sustainability awareness stages infused by educational third places.

China is leading the global fashion market value in 2023 with consumers experiencing an integration of traditional consumption and production approaches to innovative ones triggered by the internet of things (IoT). This high speed ‘inspire and sell’ consumer conversion approach (ibid) is both enabling fashion consumption and introducing alternative approaches to end of life items. This finds Chinese consumers on the top of the global fashion consumption ranks raising even more the importance of sustainable practices. On an industry level, the shortened fashion cycles, the changes in item longevity, the low prices and the fast-moving consumer trends have attributed to an increasing waste generation as consumers discard clothes more frequently. Increasingly, studies alert to the availability of alternative end of life fashion practices, such as, swapping, renting selling etc offering more choices in terms of reducing fashion waste. Yet research related to these efforts seem to have a national or regional perspective and approach and most of the studies are located and focused on western societies.

Digital fashion represents key technologies for the online environment, and it has been used as a new marketing strategy for the fashion industry. As consumer digital experience has been diversified, research on the effect on consumer attitudes and behavior toward digital fashion needs to be investigated. This study examines the effect of visual tactile and presence of VR fashion stores on consumer attitude via consumer surveys. Visual tactile and presence positively influence consumer experience which includes fantasy, feeling, and fun. In addition, these three experiences positively affect consumer attitude. The moderating effect of cyber motion sickness is discussed. Academic and practical implications for digital fashion are provided.

With the rapid development and progress of modern social economy and science and technology, a new concept has emerged in the public's vision: the digital creative industry, which is a type of industry that combines modern information technology and cultural creative industries into one and integrates them, such as "the universe", virtual products, artificial intelligence, VR technology, and so on. Research by ARK INVEST shows that the compound growth rate of the "meta universe" will reach 17%, increasing from $180 billion currently to $390 billion in 2025. The mature "meta universe" can satisfy users to complete all social, entertainment, and other attributes similar to the real world.

The main objective of this research is to investigate the impact of brand image fit on consumer’s perceived luxury, perceived symbolic value, perceived authenticity, and perceived novelty towards fashion brand collaboration. This study uses a qualitative approach to test the research hypotheses. The contribution of this study is twofold: (1) it conceptually advances Congruity Theory and Spillover effect into the area of brand collaboration within a fashion domain; (2) it provides insights into the efficacy of each consumer-related factors which can be used in the development of sound collaboration strategies, in addition to branding and pricing strategies of new fashion brand collaborations.

E-commerce has seen significant growth since the outbreak of the COVID-19 pandemic. This has led to changes in consumer preferences and increased pressure on companies to develop effective e-commerce and social media capabilities to retain customers. This study examines the impact of these capabilities on customer retention and firm performance by collecting quantitative data from 160 small U.S. e-commerce companies in the fashion industry. The study finds that customer retention positively relates to firm performance and that factors, including cross-device shopping, payment methods, page speed, standard delivery time, Pinterest activity, and Instagram activity, significantly impact customer retention. The study suggests strategies for companies to remain competitive in the dynamic e-commerce landscape.

As the importance of online virtual spaces increases due to COVID-19, interest in online virtual spaces using 4th industrial technology is increasing. Accordingly, the metaverse that combines virtual and real is becoming an issue. In the fashion industry, marketing using online is gradually increasing, and various attempts are being made by converging with the metaverse to provide new and enjoyable experiences to customers. This study looked at the impact of customer experience of a luxury fashion brand pop-up store on customer satisfaction, affective commitment and brand loyalty in a metaverse environment where utilization is increasing due to COVID-19 and technological development. For the analysis data of this study, a survey was conducted on the users who experienced the metaverse platform Zepeto's ' BVLGARI World'. As a result of examining the effect of the customer experience of a luxury fashion brand pop-up store on customer satisfaction, affective commitment, and brand loyalty in a metaverse environment, some of the customer experiences affect customer satisfaction, and the proposed hypothesis was partially accepted. In addition, it was confirmed that customer satisfaction affects affective commitment and brand loyalty, and affective commitment affects brand loyalty. In this study, we examine the impact of the customer experience of a luxury fashion brand pop-up store on customer satisfaction, affective commitment, and brand loyalty in the metaverse environment, and identify what is needed for more active convergence and activation of the metaverse and fashion brands. Also, we provide practical implications to people who involved in the metaverse and the fashion industry.

Today, customers have more authority thanks to digital tools, and extensive information access. Customers use technology to hold companies accountable and utilize consumer rights. Personal data and information can be generated, stored, and exchanged almost indefinitely through digital and the Internet. In particular, maintaining a digital environment requires facilitating collaboration and simplifying decision-making, and companies need structures and plan to facilitate faster, easier, and more efficient flows. This study focuses on the impact of Corporate Digital Responsibility-based ESG fashion brand activities on purchasing intentions, and we will present suggestions after identifying value congruence, brand trust, and attitude effects on CDR-based ESG fashion brand activities.

The wide application of digital media technology in fashion shows has become the epitome of the development and innovation of today's fashion industry, enabling designers to break through the constraints of time and space, changing the performance of today's fashion shows, and making them present unprecedented new features. With the development of information technology, the integration of emerging digital technology and the fashion industry is accelerating. So far, separate studies have been carried out in various academic fields on the combination of Metaverse and NFT, but the current status and nature of relevant research are still incomplete. Furthermore, the current research on virtual fashion shows and NFT in China's apparel industry is limited. The purpose of this study is to investigate the influence of digital fashion marketing stimulation on consumer brand attitudes using the stimulation-organ-response (SOR) framework model. By analyzing 77 cases of virtual fashion shows in China, this study obtained antecedent variables and designed a research model. An online sample of 300 Chinese Gen Z consumers was collected and analyzed using SPSS and FSQCA. This research hopes to provide valuable information for the sustainable development of China's fashion industry, and to help Chinese fashion brands confirm the future market development direction of Metaverse and NFT.

The luxury fashion industry is facing increasing scrutiny due to its negative environmental impact and unsustainable production methods. However, new business models in the form of second-hand commerce and renting are emerging as attractive options for consumers, reshaping the luxury fashion landscape. This paper examines the current state of second-hand luxury fashion and explores the business models adopted by companies in this sector. A review of existing literature reveals key themes pertaining to second-hand luxury, including consumer motivations and attitudes towards recycled luxury fashion, the evolving meanings and consumer identities associated with second-hand luxury, the impact on the traditional luxury fashion industry, the environmental benefits of recycled luxury fashion, and the business models and sustainability strategies of companies operating in this sector.

The paper examines how omnichannel communication of sustainability of luxury fashion brands enhance consumer brand engagement. We propose a multiple case study of four Italian high-end fashion brands. The study advances the literature on sustainable luxury fashion and omnichannel communication and offers guidelines for managers to effectively communicate sustainability.

Digital technologies that travel between the real and virtual worlds are rapidly adopted by many fashion brands for building virtual fashion spaces. This study aims to investigate the consumer experience of the components of the virtual fashion show and their effect on virtual fashion space, perceived benefits, perceived risk, and behavioral intention in the immersive fashion virtual space. The stimulus for this study was selected as the Prada virtual reality (VR) fashion show which is one of the most active in the VR field. The influence of perceived virtual fashion space and the moderating effect of VR sickness and fashion innovativeness are discussed. This study provides implications about consumer perception and behavior using VR in the context of virtual fashion space for researchers and practitioners.

Offering a good shopping experience on the web is key for fashion luxury brands. However, it is not a field much analyzed by researchers. This research presents a systematic analysis of the usability of the web and its content in more than 60 fashion luxury e-commerce.

Consumer brand engagement has recently drawn attention for researches because of its importance in predicting brand loyalty. Meanwhile, social media is used as digital marketing tools for marketers to attract and engage younger consumers. This study aims to answer the question whether social marketing efforts by fashion brands on major social media platforms have influence on consumer brand engagement in the context of Vietnamese fashion brands. Social marketing efforts include five dimensions of entertainment, interaction, trendiness, customization and word-of-mouth. Although social marketing efforts has been examined in relationship with other important marketing concepts such as brand equity and customer equity (Godey et al., 2016; Kim and Ko, 2012), few studies have investigated its effect on consumer brand engagement, especially in fashion brands. Besides, Vietnam as an emerging market is witnessing considerable changes that social media brings to every field including fashion markets. It is noticeable that more and more fashion brands in Vietnam are trying to expand and advance their marketing strategies on social media to engage consumers. In this study, a self-administered online survey was delivered to Vietnamese consumers, which included 281 valid responses who followed Vietnamese fashion brands on Facebook or Instagram. The empirical results show that social media efforts engage consumers differently on brand engagement dimensions. The key finding indicates that entertainment and word-of-mouth are positively related to brand engagement in affective, cognitive and behavioral dimensions. Interaction is positively related to affective and behavioral brand engagements. Trendiness is positively related to behavioral brand engagement. Finally, customization is positively related to cognitive brand engagement.

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).

Luxury, which can be defined as 'high standard goods’ provide symbolic, emotional values based on scarcity and exceptional quality. In reference to previous studies, luxury fashion product is classified differently from other general products because of their differentiated quality, design, and premium price. There are a few stereotypes about people who wear luxury fashion products which are known as high social status, materialism, fashion involvement, and sustainability. As these various perceptions of luxury fashion consumption are established among people, this study intends to examine how these perceptions are formed when people wear luxury fashion products from an observer’s perspective and explore the effects of perceptions on emotions, and evaluations regarding the wearer. Lastly, within the formation of perception, emotion, and evaluation of luxury fashion wearers, this study aims to examine the differences between the real world and the metaverse.

Sustainability issue has received growing attention from various stakeholders. To engage more people to participate in sustainable actions, the United Nations has promoted #actnow campaign since 2019. Among various sustainability initiatives and approaches, the UN’s #actnow campaign focuses on food and fashion sustainability since these two industries encompass various sustainability issues from production and post-consumption. By analyzing Twitter's big data, the study findings demonstrate that negative sentiment messages are powerful in driving the public’s engagement in social media message dissemination. The findings suggest that practitioners may use assertive and strong voice messages to lead consumers’ participation in sustainable message dissemination.