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.

Some well-known luxury fashion brands log off social media or deliberately keep their accounts empty. The article investigates how consumers of high-end fashion brands react to this social media strategy through a series of experiments. This study provides managerial implications for social media strategy of luxury fashion brands.

With the development of WEB 3.0 and the metaverse, the emergence of chat GPT, and AI is attracting attention across all industries. AI technologies such as robotics, advanced analytics, and in-store applications created a sensation in the fashion industry, as well as created an exceptional customer experience. In this study, fashion AI types (e.g. AI models: generative, conversational, AI applications: design, production, sales, retail, marketing) and case analysis (e.g. concepts, characteristics, benefits, risks) are examined. Consumer experiences with fashion AI are also discussed for future research directions. Finally, the Fashion AI research framework and research agenda are discussed for future research.

Today, the metaverse is everywhere; it has become a major buzzword. The term was first coined in an American writer’s 1992 science fiction novel, Snow Crash, as a portmanteau of meta (Greek prefix meaning beyond) and universe. Nearly three decades later today, it is no longer the setting of a science fiction epic. Rather, it is becoming as real as the physical world. In the current time, the metaverse is used as a concept to describe a seamless convergence of the physical and digital worlds, or a virtual community where people can work, play-to-earn, transact and socialize (J.P. Morgan, 2022).

Interest in metaverse-based NFTs is growing rapidly. Therefore, NFT fashion marketing is increasing in fashion-leading luxury brands. This study provides a deep understanding by analyzing NFT cases of luxury brands through the typology of NFT fashion. Based on the ternary model of stimulants and brand attitudes through case analysis, in-depth interviews are conducted targeting experts in the fashion industry. Through this, this study aims to investigate the brand attitude toward NFT fashion of luxury brands. As a result of the analysis, NFT fashion marketing of luxury brands creates an immersive consumer experience and increases participation in raising brand value for young consumers. Contribute to brand favorability by responding quickly to market changes. This study provides theoretical implications and marketing strategy directions for NFTs in the context of luxury brands.

The economic recession and changes in purchasing habits of young adults (aged 18–25) has led to a decline in the sales of Japanese fashion apparel. This younger generation’s choice of fashion items is primarily based on price. They are not devoted to a favourite brand with a frequent purchase history. Thus, developing customer loyalty and strengthening brand value are essential for the fashion industry. This study explores the improvement in fashion companies’ financial performance (FP) through young generation’s behavioural brand loyalty (BBL) from two aspects: social media brand engagement (BE) and loyalty programmes (LPs). This study listed 14 popular Japanese fashion brands which belonged to 14 publicly traded companies in Japan. Further, we surveyed 183 consumers about their brand related behaviours. The findings reveal the positive and negative effects of the same variable (BE and LPs) on the outcome (short- and long-term FP), indicating that not all activities related to BE and LPs boost FP. FP is influenced by various combinations of these causal factors and complex situations, such as consumers’ demographics and shopping characteristics. The results deepen our understanding of brand loyalty formation and the linkage among BE, LPs, and FP in a realistic marketplace, and offer multiple practical solutions to achieve high levels of short- and long-term FP by targeting the right consumers based on their specific characteristics.

This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.

The pataphysics implemented by digital technology differs from the form of objects in the real world and is used throughout the cultural industry. This study aims to analyze the expression method of pataphysics as applied to modern fashion and derive its impact on the fashion industry. The research analyzes fashion images, shows, films, displays, and e-commerce, since 2016, when pataphysics began to be used in the fashion domain. Pataphysics, created by Alfred Zaire, appeared as an overlapping phenomenon that reflects physical phenomena in the virtual world. The expression method of pataphysics applied to modern fashion was divided into an augmented reality method based on immersion and interaction, a virtual platform-oriented metaverse, and a virtual model expressing a processed self. The influence of pataphysics applied to modern fashion is as follows. In the field of design, pataphysics affects the development of contemplative designs for innovation and creativity. Second, digital technology can expand the role of fashion at the intersection of art and fashion that takes a novel perspective through pataphysics. Third, e-commerce positively affects efficient production and consumption through virtual and economic models. In conclusion, this study’s findings are expected to play a positive role in promoting creativity and innovation by introducing new perspectives and ideas into modern fashion through pataphysics.