Reinventing Fashion Retailing: Digitalising, Gamifying, Entrepreneuring

ISBN-13: 9783031111846 / Angielski / Twarda / 2023 / 140 str.

Eirini Bazaki; Vanissa Wanick

Opis

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.

Spis treści

Chapter 1[WVV1] : Overview of fashion and luxury brand digital transformations: concepts and theories[WVV2] 

In this chapter we introduce the main concepts and theories that underline the use of technologies by consumers and by fashion and luxury brands. We provide an introductory analysis on the organisation of the book, through a theoretical foundation that would provide an outline of the current theories in fashion management and consumer behaviour that address digital transformations.

 

Chapter 2:  Innovative Digital Media Strategies for Luxury and Fashion Brands

 

In today’s digital era, the development of digital media is no longer a thing of the IT industry, but a chance and challenge for every industry. The extensive use of digital media, like social media and mobile fashion applications has become an indispensable part of consumers’ daily life.  The new digital technology provides convenient and efficient digital media channels to fashion consumers to shop and obtain a variety of fashion information. This chapter seeks answers to the questions: how fast-fashion versus luxury fashion consumers use digital media?  What are the challenges that young fashion consumers face with the use of digital media? What is the future of digital media for the fashion industry?

The chapter closes with practical steps for fashion marketing managers developing digital media strategies.

 

Keywords: digital media strategies, fashion brands, luxury brands, consumer behaviour

Chapter 3 Social media Strategies: the case of the Chinese market

The growth of the Internet medium has not only raised public concerns about messages, but also affected their awareness of brand, attitudes and consumption custom to some degree, particularly for young consumers across the globe. Therefore, for the sake of keeping with the current trend and surviving in the fiercely competitive environment, luxury and fashion brands have also started to apply social media widely for the sake of marketing communication, so as to promote brand image and brand impact, instead of using only traditional media.

Chinese consumption of luxury brands accounted for 30% of global luxury consumption. However, the popularity of luxury brands has raised the phenomenon of counterfeit luxury brands. This has caused many Chinese consumers to shift their interest towards designer brands. Affluent consumers are not willing to see ‘all the people on the street’ carrying the same bags or clothes authentic or not authentic. Considering this, this chapter discusses guidelines for social media promotion strategies to improve brand awareness for fashionable people in China. The current chapter provides a review of social media channels of main niche brands in China and it contrasts with Western brands, in order to understand which aspects of social media marketing are effective through a cross-cultural comparative case study. This chapter also explores how luxury fashion lines employ social networking to affect the purchasing decision of young Chinese consumers and ultimately have a beneficial impact on the brand.

The chapter concludes with recommendations for the use of social media by niche brand designers. We also include differences that might emerge in terms of regulations and business models. This chapter also provides a review of current trends and debates in the area, followed by an understanding of the impact of social media in a global market.

 

 

Keywords: Chinese market, social media, fashion designer brands, niche brands, social media marketing, social media management, social media communication, luxury brands

 

 

Chapter 4. Key Opinion Leaders, Influencers and Blogging Strategies

Blogs are digital communication tools used by consumers to generate and share experiences and information. Blogs have quickly become an effective way to influence fashion trends. This chapter explores how fashion bloggers and fashion brands work in a mutually beneficial relationship.  This chapter starts with an in-depth literature review and visual analysis of the ‘blogsphere’ (with different types of blogs), bloggers as opinion leaders, bloggers’ personality, motivations and impact. The visual analysis is conducted through a multi case study of five bloggers and their communication strategies through an understanding of the communication a two-step flow, social interactions, relationship building and personality traits represented by different types of media (e.g. videos, photos, text) and its content. Cross-channel content strategies are also discussed. This chapter also  analyses communication strategies used by fashion bloggers and highlights differences in the promotion of luxury vs. fashion brands. The chapter closes with strategic recommendations for bloggers and key opinion leaders.

 

 

Keywords: Fashion Bloggers, Key Opinion Leaders, Influencers, Personality Traits, Blogs, Consumer Behaviour, e-WOM

 

Chapter 5: E-Commerce and M-Commerce Strategies

This chapter aims at giving and overview of the e-commerce and m-commerce environment and highlight key factors and their inter-relationships in influencing consumer behaviour.

The market environment in the fashion industry has changed significantly in the past few years due to the emergence of new technologies. With the development of Internet and mobile technology, e-commerce and m-commerce have become vital  business models in the fashion industry. The chapter presents the case of “the Little Red Book” a leading Chinese social e-commerce site that combines (social media user generated content, with e-commerce functions in its app as the latest strategy of successful full scale integration). The “Little Red Book” constitutes a community platform for customers, owners, buyers, influencers and key opinion leaders in a dynamic conversation. The chapter highlights the impact of personalised e-commerce, on customer-purchasing intention and presents practical implications and recommendations for managers.

 

Keywords: Mobile Commerce, Mobile Advertising, Trust, Consumer Behaviour, Luxury Brands, Personalised e-commerce, Customer Satisfaction, Customer Loyalty

 

Chapter 6: E-tailing Strategies and Digital Technology: The impact of Virtual Reality, Augmented Reality and Artificial Intelligence

 

The Fashion retail industry as we know today is already exploring a future where boutiques are no longer the only place to shop. This is impacting the way shoppers can contribute to creatively shop at home. Recent data present that 92% of UK internet users have purchased online while 74% have bought fashion product in the last year. Nevertheless, 80% of customers agree that when shopping online it is hard to tell if clothes will fit consumers. Also, about half of the consumers (57% are women) say the trouble of sending back items through the post is one of the main barriers to buying clothes online. Therefore, by adopting strategies such as the virtual fitting room, fashion companies can try to bridge that gap and solve some of the issues of bad fitting. Research also shows that 41% of people in the UK would like to use new technologies like VR headsets to experience products or services in their home.

Alongside these developments, it is important to ensure customer satisfaction and requirements. The integration of smart technologies with service design and applications introducing the virtual fitting room are on the increase and are contributing to the fierce competition between online retailers. However, there is little understanding about the most effective way to use this technology and how it can transform services touchpoints, particularly for fashion brands. Another aspect to consider is how to integrate the fashion e-commerce experience with Artificial intelligence (AI). Trends in the e-retailing industry show that AI can provide a more personalised experience to consumers, due to AI algorithms and machine learning (ML) processes that can not only recommend the best clothing to consumers but also interact with them promoting a more interactive scenario.

Considering this, the current chapter compares and contrasts virtual fitting room models found in the literature with examples from popular websites and apps. We discuss the case study of service providers such as Metail, Model my Outfit, 3d-a-porter, SenseMi and triMirror and the use by fashion brands.

This chapter also introduces the concept of the salesperson in the virtual fitting room and provides recommendations as to how this can be explored in the future from a design perspective.

 

Keywords: Fashion Retail, Virtual Reality, Augmented Reality, Virtual Fitting Room, Consumer Intentions, E-tailing, chatbots, artificial intelligence, service design

 

 

Chapter 7: Customer Participation Strategies [WVV3] 

The Customer- Brand Value Co-Creation Process: Trends and Strategies

Customer participation strategies involve the active participation of multiple actors in an ongoing exchange of tangible and intangible assets. The chapter explores various customer participation strategies including customer co-creation and customer engagement strategies, conditions and antecedents. The chapter presents small case studies of luxury brands that are successfully applying those strategies i.e., Tiffany&Co co-creation of brand stories and Chanel brand community. With the shift towards more participatory online strategies, there are also a rise in new models of market testing that include consumer participation such as crowdfunding platforms, i.e., Kickstarter and Indiegogo will also be discussed here. The chapter closes with recommendations for fashion and luxury brands, highlighting key trends and strategies.

Keywords: Luxury Brands, Fashion Brands, Customer Participation; Brand Community

Value Co-creation

 

Chapter 8: Future proof digital strategies for fashion and luxury brands in a changing world

In this chapter we summarise the elements of successful digital strategies that fashion and luxury brands should adopt through a concise list of recommendations. We also discuss the large and now almost mandatory use of technologies that would allow consumers to buy goods from home. We make recommendations for the fashion business in a post-pandemic world. We also identify the theories and concepts that might be considered to be taken further, together with a list of future research questions that could be explored by practitioners and researchers in the field.

O autorze

Eirini Bazaki PhD is a digital marketing and branding specialist. Her research work is published in leading academic books and international journals in e-tailing, branding, luxury and fashion marketing. Eirini actively advises brands on how to build a strong brand identity, connect with customers and drive sales through digital channels.

Vanissa Wanick PhD is a Design Researcher and Design Educator. Her research interests are multidisciplinary and include participatory design, emerging technologies and design thinking. Vanissa has more than 10 years of experience as a Design practitioner, working for several digital companies across the globe.

Blurb

“This book is an excellent contribution to contemporary inquiry in fashion retailing that brings together theoretical discussion with practice, supported by empirical research and case studies.”

— Eleonora Pantano, PhD. Senior Lecturer in Marketing, School of Management, University of Bristol, UK

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.

Eirini Bazaki PhD is a digital marketing and branding specialist. Her research work is published in leading academic books and international journals in e-tailing, branding, luxury and fashion marketing. Eirini actively advises brands on how to build a strong brand identity, connect with customers and drive sales through digital channels.

Vanissa Wanick PhD is a Design Researcher and Design Educator. Her research interests are multidisciplinary and include participatory design, emerging technologies and design thinking. Vanissa has more than 10 years of experience as a Design practitioner, working for several digital companies across the globe.