A review of digital fashion research: before and beyond communication and marketing

Nobile, Tekila Harley; Noris, Alice; Cantoni, Lorenzo

doi:10.1080/17543266.2021.1931476

Cited by 10 publications

(12 citation statements)

References 86 publications

(91 reference statements)

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“…This study provides evidence that personal innovativeness in information technology and socially responsible consumer behavior are the two main drivers of positive attitudes toward virtual wardrobes, which further leads to the intention to use virtual wardrobes. This study's findings contribute to the literature by offering convincing evidence of the positive linkage between sustainable consumer behavior and the adoption of digital fashion [22,23,63]. The growing interest in digital fashion research has been accelerated by the recent COVID-19 pandemic [63].…”

Section: Discussionsupporting

confidence: 57%

“…This study's findings contribute to the literature by offering convincing evidence of the positive linkage between sustainable consumer behavior and the adoption of digital fashion [22,23,63]. The growing interest in digital fashion research has been accelerated by the recent COVID-19 pandemic [63]. In the post-COVID era, digital fashion will provide opportunities for apparel consumers to embrace sustainability [23,63].…”

Section: Discussionsupporting

confidence: 55%

“…In this aspect, this could help in the consumer decision-making process in every stage of clothing consumption and could contribute to establishing sustainable consumption habits [62]. This important finding highlights the strong connection between sustainable consumer behavior and the use of technologies of the Internet of Things for fashion, which would have an effect on societal issues, such as sustainability [23,63].…”

Section: Discussionmentioning

confidence: 87%

“…The growing interest in digital fashion research has been accelerated by the recent COVID-19 pandemic [63]. In the post-COVID era, digital fashion will provide opportunities for apparel consumers to embrace sustainability [23,63].…”

Section: Discussionmentioning

confidence: 99%

“…The development of an interactive, innovative, user-and experience-friendly interface is critical for attracting more customers. For example, virtual wardrobe developers may find a solution to systematically streamlining consumer decision making in the pre-purchase, purchase, and post-purchases phases and integrating various digital fashion aspects, such as in-depth fashion trend information and fashion brand/product information, direct inapp purchases, wish lists, promotion alerts, price comparisons, and avatars with which the user can create different outfits and experiment with new fashion styles [23,63]. More functions would also be desirable, such as statistics on cost per wear and tracking features, such as past wear records (where and when one wore certain garments), the frequency of wearing a particular garment, a calendar feature, etc.…”

Section: Discussionmentioning

confidence: 99%

See 4 more Smart Citations

Who Uses Virtual Wardrobes? Investigating the Role of Consumer Traits in the Intention to Adopt Virtual Wardrobes

Bang

2022

Sustainability

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Over-consumption by consumers is a significant challenge to sustainability. Technology, such as that of virtual wardrobes, can suggest options that may reduce excessive consumption. A virtual wardrobe is a service that allows users to create and manage their wardrobes digitally. It also helps users to realize what they have in their wardrobes and can recommend appropriate styles of clothing for the users based on an analysis of the wardrobe. From the perspective of consumer characteristics, this research investigates what motivates consumers to adopt and use virtual wardrobes and proposes marketing strategies for addressing these behaviors. Fishbein’s attitude theory was used as a theoretical framework. By surveying 265 U.S. college students and using structural equation modeling analysis, the study shows that consumers’ socially responsible consumption behavior and personal innovativeness in information technology positively affect their attitude toward virtual wardrobes, which, in turn, increases their intention to use virtual wardrobes. However, their personal shopping value and fashion involvement have no significant impacts on consumers’ attitudes toward virtual wardrobes. The findings indicate that marketers of virtual wardrobes should highlight social responsibility and technological innovation in product and service promotions. By gaining insight into their wardrobes, consumers can be more strategic about clothing consumption, use, and disposal.

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