Digital Fashion: A systematic literature review. A perspective on marketing and communication

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

“…The search produced 910 results and 491 of these items were considered relevant for analysis. From the systematic literature review, a classification of the digital fashion field in three categories was reached (Figure 1 While it was clear that the category Communication and Marketing -C&M included the largest number of published research (51.9% of the relevant documents), covered in Noris et al (2021). The remaining two categories collected respectively 31.6% and 16.5% of the research literature on digital fashion.…”

“…Hence, this study extended and completed the analysis provided by Noris et al (2021) on its selected bibliographic items, contributing to the advancement of digital fashion research by conducting a literature review of the categories Design and Production -D&P and Culture and Society -C&S.…”

“…The digital transformation has impacted all the facets of fashion. First of all fashion communication and marketing, through the adoption of digital tools creates a fertile ground for the improvement of business and customer relationships (Noris, Nobile, Kalbaska, & Cantoni, 2021). It had also an impact on fashion design and production, for proposing advancements in areas related to sustainable manufacturing and to the improvement of decision-making processes and HRM systems (James, Roberts, & Kuznia, 2016;Ma, 2010;McQuillan, 2020;Yu, Choi, Hui, & Ho, 2011).…”

“…From the analysis, three main categories emerged. The category Marketing and Communication (C&M) contributed highest number of publications (255), hence it was explored separately (Noris et al, 2021). However, to provide a complete overview of all categories a dedicated and in-depth study was developed on Design and Production (D&P) and Culture and Society (C&S), as they occupied nearly half of the studies (236 publications).…”

How to Communicate Sustainability: From the Corporate Web to E-Commerce. The Case of the Fashion Industry

“…Conversations regarding environmental and social issues have increased and, therefore, so has everything relating to sustainability and CSR from a broader perspective [8,[68][69][70]. (iv) The technology and development of image and video permit the development of a more interactive kind of communication, with graphics, videos and illustrations that facilitate the understanding of the messages [71,72].…”