The Importance of Brand Affinity in Luxury Fashion Recommendations

Gonçalves, Diogo Nunes; Liu, Liwei; Sá, João Duarte Saleme de; Otto, Tiago; Magalhães, Ana Rita; Brochado, Paula

doi:10.1007/978-3-030-66103-8_1

Cited by 3 publications

(2 citation statements)

References 5 publications

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“…The extraordinary growth of online retail—as of 2020, 4 trillion dollars per year 1 —has profoundly impacted the fashion industry, with 1 out of 4 transactions now happening online 2 . The combination of large amounts of data and a variety of use cases has made e-commerce fertile for cutting-edge machine learning (ML) models, with Natural Language Processing (NLP) involved in recommendations 3 – 5 , information retrieval (IR) 6 , product classification 7 and many other use cases 8 – 10 .…”

Section: Introductionmentioning

confidence: 99%

Contrastive language and vision learning of general fashion concepts

Chia¹,

Attanasio

Bianchi

et al. 2022

Sci Rep

Self Cite

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The steady rise of online shopping goes hand in hand with the development of increasingly complex ML and NLP models. While most use cases are cast as specialized supervised learning problems, we argue that practitioners would greatly benefit from general and transferable representations of products. In this work, we build on recent developments in contrastive learning to train FashionCLIP, a CLIP-like model adapted for the fashion industry. We demonstrate the effectiveness of the representations learned by FashionCLIP with extensive tests across a variety of tasks, datasets and generalization probes. We argue that adaptations of large pre-trained models such as CLIP offer new perspectives in terms of scalability and sustainability for certain types of players in the industry. Finally, we detail the costs and environmental impact of training, and release the model weights and code as open source contribution to the community.

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Section: Introductionmentioning

confidence: 99%

Contrastive language and vision learning of general fashion concepts

Chia¹,

Attanasio

Bianchi

et al. 2022

Sci Rep

Self Cite

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“…Brand affinity is a complex concept influenced by various factors, such as consumer affinity, brand personality, and product trust. Consumer affinity, which denotes consumers' positive dispositions towards a foreign country or brand, plays a crucial role in shaping purchase intentions [6]- [8]. Additionally, personal branding, a strategic process of developing a brand identity that resonates personally with consumers, is vital in the cosmetics industry for fostering trust and loyalty [9].…”

Section: Introductionmentioning

confidence: 99%

The Influence of Personal Branding, Influencer Endorsement, and Customer Engagement on Brand Affinity in the Cosmetics Industry in Indonesia

Sudirjo,

Darmiono,

Muhtadi

2024

WSIS

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This quantitative study explores the influence of personal branding, influencer endorsement, and customer engagement on brand affinity within the cosmetics industry in Indonesia. A sample of 176 cosmetic consumers was surveyed, and data were analyzed using structural equation modeling (SEM) with partial least squares (PLS) path analysis. The findings reveal significant positive relationships between personal branding, influencer endorsement, customer engagement, and brand affinity. Specifically, personal branding and influencer endorsement were found to have strong positive effects on brand affinity, highlighting the importance of cultivating a distinct brand identity and leveraging influencer partnerships to resonate with consumers. Additionally, customer engagement emerged as a critical determinant of brand affinity, underscoring the value of fostering meaningful interactions and experiences with consumers. These findings provide valuable insights for cosmetic brands seeking to enhance consumer perceptions and behaviors, drive brand loyalty, and achieve long-term success in the Indonesian market.

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