Fashion Consumption Research Articles

Fashion Consumption in Israel from 1990s to Present: How Did the Infiltration of the Fast Fashion Model Affect Israeli Fashion?

Fashion Consumption in Israel from 1990s to Present: How Did the Infiltration of the Fast Fashion Model Affect Israeli Fashion?

The Impact of Socio-Cultural Structures on (Un)Veiling Western Luxury Fashion Brands: Perceptions of Kuwaiti Muslim Women

This paper analyzes how socio-cultural structures shape the interpretation and consumption of western luxury fashion brands among Kuwaiti Muslim women. Synthesizing solutions, which is the notion of two opposing ideas being resolved within consumption, is employed as a theoretical framework. Qualitative research consisting of in-depth semi-structured interviews guided by photo elicitation was employed as the data collection method. The findings show that Muslim women in Kuwait “unveil” the sexual symbolic meanings of luxury brands through their interpretation of advertising. However, they then “veil” this sexual symbolism by drawing attention to their own modesty and utilizing the status of the brands to communicate their family name. The western luxury fashion brand offers a synthesizing solution; a delicate balance between constraint and choice, allowing Kuwaiti women to “unveil” sex appeals, yet also re-constructing such appeals to represent socio-cultural structures. Understanding socio-cultural dynamics of Kuwaiti women’s fashion consumption extends marketing theory and practice.

Adolescent Generation Z and sustainable and responsible fashion consumption: exploring the value-action gap

PurposeThe purpose of this study was to explore whether a “value-action gap” exists between what members of the adolescent Generation Z (Gen Z) cohort value and how they act by investigating their actions related to sustainable and responsible fashion consumption (SRFC). Specific focus was placed on understanding these actions across the apparel consumption cycle, ranging from the acquisition, to use and disposal stages.Design/methodology/approachForty-one members of Gen Z (20 males and 21 females) ranging in age from 15 to 18 participated in a total of seven focus groups.FindingsThree emergent themes were identified and used to structure the interpretation: unintentionally sustainable, a knowledge conundrum and perceived barriers.Research limitations/implicationsThe majority of focus group participants were Caucasian, and all were teenagers from a single geographical area in the Southeastern USA. Findings provided by this study offer insight regarding the SRFC habits of Gen Z relative to their concerns regarding sustainability and social and environmental responsibility.Practical implicationsFindings offer practitioners an opportunity to better understand how to address the needs of this generational cohort as they progress through adulthood.Originality/valueFindings of this study investigate the value-action gap to offer insight into how adolescent members of Gen Z make consumption decisions, and specifically within a framework of the apparel consumption cycle as a whole, including acquisition, use and disposal. Findings also reveal some of their more general views on SRFC.

Exploring Factors Leading to Customer Loyalty to Fashion Brands: A Case Study of Harare, Zimbabwe

The study sought to analyze the factors that lead to customer loyalty to fashion brands in Harare, Zimbabwe. The study made use of a qualitative research approach. Data was collected using unstructured interviews and focus group discussions from five managers and ten fashion consumers for five fashion retail shops in Harare selected through the purposive sampling technique. Findings were analyzed thematically. The findings reflected that customer loyalty to fashion brands was mostly influenced by economic conditions such as inflation, wages, market interest rates, demographics, customer satisfaction, decrease in disposable income and buying power. Strategies such as product promotions and provision of flexible hire purchase facilities among other suggestions emerged from the findings as ways to improve customer loyalty and viability of the fashion business. The study recommends fashion retailers to formulate a fashion retailer’s board responsible for organizing forums to discuss issues regarding customer brand loyalty and fashion retail business improvement. The study findings helped to develop a model that may help in improving fashion products consumption and customer loyalty.

Avatar personalisation vs. privacy in a virtual try-on app for apparel shopping

ABSTRACT Virtual try-on (VTO) apps are now used by many fashion consumers, but VTOs for the apparel category have met with resistance. This study examines privacy concern, body image and social value as antecedents to adoption intention towards an apparel VTO with two types of photorealistic avatars. Twenty users first tried out the app in lab sessions, then 301 completed an online survey with a video of the VTO. A majority of participants were concerned about potential misuse of their uploaded picture and preferred to use a pre-loaded avatar of a model with a similar body. This option explains why privacy concern had a weak negative impact on adoption intention in our model, albeit at the expense of self-presentation benefits. The trait of privacy disposition best predicted consumer responses overall, yet other motives were also revealed. Discussed are the implications of this study’s results and limitations to privacy calculus research.

Mathematical Analysis of the Environmental Impact of Throwaway Fashion

The Fast Fashion industry is the second largest polluter in the world. The clothes we wear are impacting the environment during and after use. The amount of clothes discarded each year has increased tremendously. A staggering quantity of around 100,000,000 tons of collective apparel ends up in landfills. Most of the textiles are not disposed of in an eco-friendly way, causing the release of pollutants and greenhouse gases. In some countries, discarded clothes are incinerated to avoid piling up in landfills. Incineration releases toxins from the dyes and chemicals used in the clothing. This study focuses on analysing the money spent on each sector (Landfill, Incineration, Reuse and Recycle) and minimising the costs involved in a particular sector by first forming a mathematical model, and then solving it using Diophantine Equations. Waste management of textile waste has become an issue of major concern since the consumption of fast fashion is skyrocketing each year. Disposal methods like incineration and landfill are taking a heavy toll on the environment. The paper makes some recommendations on how the environment can be saved by reducing the costs. The objective of this study is to create awareness among consumers of the environmental impact their purchases are causing.

Fashion’s Borders

Abstract The introduction traces the long history of fashion’s movement across cultural, national, and political borders. After brief case studies of early twentieth-century French and Spanish styles imagining fashion as an engine of transnational amity, the introduction highlights how fashion navigates some of the most troubled borders of recent years, including the conflict between Russia and Ukraine and racial violence. Fashion forces viewers and consumers to choose sides, whether through national identification or through recognition of the long history of black and brown bodies producing fashionable objects. To advance the global history of fashion, the introduction briefly discusses the work of designers Rawan Maki (Bahrain), Laurence Leenaert (Belgium), and Kim Jones (Great Britain), examining how each upends gender, race, class, or fashion binaries, and analyzes how LVMH and Uniqlo, brands at opposite ends of the contemporary style spectrum, underline the very different ways in which fashion traverses the globe in the twenty-first century. The introduction concludes with the hope that this issue will raise questions about fashion’s articulation of the relation among the local, the national, and the global, as well as about the human experience of interacting with the fashion industry in one national context while living in a globalized world.

You Want Your Students to Do Service-Learning Where? On-Campus Options for Fashion Merchandising and Consumer Studies Students

You Want Your Students to Do Service-Learning Where? On-Campus Options for Fashion Merchandising and Consumer Studies Students

ANALYSIS OF TRANSFER AND APPLICATION OF THE CONCEPTUAL DIMENSIONS OF THE HISTORICAL COSTUME FROM THE XIX CENTURY IN THE PRACTICE OF THE FASHION DESIGNERS OF WOMEN'S FASHION IN THE BEGINNING OF THE XXI CENTURY – YEAR 2004 (FALL-WINTER COLLECTIONS)

Like any phenomenon and objectified human activity, the implication of the historical costume of the19th century in the fashion of the new century is not accidental, but has its roots and protoforms. That is why it isnecessary to examine these protoforms very briefly, and then to successfully explain what is happening on theirbasis. The framework in which the given study is placed has the following parameters – historically it concerns thefashion of the 19th century, taking into account the revolutionary influence of the French Bourgeois Revolution, thevisual expression of the fashionable French women's suit, as well as the male business English suit is taken intoaccount. On the other hand, the most significant and successful fashion collections are examined in terms ofapplying the implication and conceptual dimensions of the historical costume of the 19th century in the practice ofwomen's fashion designers at the beginning of the 21st century. The purpose of the study is most concentrated inshowing the transfer of the successful historical fashion decisions of the costume from the 19th century, which are„noticed again” in the fashion costume at the beginning and the first decade of the 21st century – specifically in thistext 2004, with the key terms of implication and conceptual dimensions of 19th and 21st century fashion costume inthe most successful designer collections. As a researcher, my attention is drawn to the potential contained in theimplication of fashion costume, which is increasingly penetrating the artistic culture of designing and producingfashion clothes and accessories. On the other hand, the wide consumption and strong influence of fashion on humanlife impose the need not only for a philosophical or sociological analysis of the new phenomena of culture, but alsofor a comprehensive and in-depth scientific-theoretical study of the implication in fashion, covered by postmodernistideas. The question arises: what are the reasons for individual achievements and finds of one era to be preserved andcarefully transferred to other eras, even at the risk of the re-contextualization of the image originally created andembodied in clothing. Today, no one wears historical costumes just to protect themselves from the elements. Thehistorical costume and the fashion and artistic trends it embodies make it an expensive museum piece. One learnsfrom the taste of the old masters of clothing, from the combination of fabrics, colors and ornaments, from the ideasthat the modern person (whether professional or ordinary consumer) can draw from the found cultural artifacts in thefield of children's, women's fashion or the men's business suit.

ANALYSIS OF TRANSFER AND APPLICATION OF THE CONCEPTUAL DIMENSIONS OF THE HISTORICAL COSTUME FROM THE XIX CENTURY IN THE PRACTICE OF THE FASHION DESIGNERS OF WOMEN'S FASHION IN THE BEGINNING OF THE XXI CENTURY – YEAR 2004 (SPRING-SUMMER COLLECTIONS)

Like any phenomenon and objectified human activity, the implication of the historical costume of the19th century in the fashion of the new century is not accidental, but has its roots and protoforms. That is why it isnecessary to examine these protoforms very briefly, and then to successfully explain what is happening on theirbasis. The framework in which the given study is placed has the following parameters – historically it concerns thefashion of the 19th century, taking into account the revolutionary influence of the French Bourgeois Revolution, thevisual expression of the fashionable French women's suit, as well as the male business English suit is taken intoaccount. On the other hand, the most significant and successful fashion collections are examined in terms ofapplying the implication and conceptual dimensions of the historical costume of the 19th century in the practice ofwomen's fashion designers at the beginning of the 21st century. The purpose of the study is most concentrated inshowing the transfer of the successful historical fashion decisions of the costume from the 19th century, which are„noticed again” in the fashion costume at the beginning and the first decade of the 21st century – specifically in thistext 2004, with the key terms of implication and conceptual dimensions of 19th and 21st century fashion costume inthe most successful designer collections. As a researcher, my attention is drawn to the potential contained in theimplication of fashion costume, which is increasingly penetrating the artistic culture of designing and producingfashion clothes and accessories. On the other hand, the wide consumption and strong influence of fashion on humanlife impose the need not only for a philosophical or sociological analysis of the new phenomena of culture, but alsofor a comprehensive and in-depth scientific-theoretical study of the implication in fashion, covered by postmodernistideas. The question arises: what are the reasons for individual achievements and finds of one era to be preserved andcarefully transferred to other eras, even at the risk of the re-contextualization of the image originally created andembodied in clothing. Today, no one wears historical costumes just to protect themselves from the elements. Thehistorical costume and the fashion and artistic trends it embodies make it an expensive museum piece. One learnsfrom the taste of the old masters of clothing, from the combination of fabrics, colors and ornaments, from the ideasthat the modern person (whether professional or ordinary consumer) can draw from the found cultural artifacts in thefield of children's, women's fashion or the men's business suit.

ANALYSIS OF TRANSFER AND APPLICATION OF THE CONCEPTUAL DIMENSIONS OF THE HISTORICAL COSTUME FROM THE XIX CENTURY IN THE PRACTICE OF THE FASHION DESIGNERS OF WOMEN'S FASHION IN THE BEGINNING OF THE XXI CENTURY – YEAR 2003 (SPRING-SUMMER COLLECTIONS)

As a researcher, my attention is drawn to the fashion costume throughout the 19th century and its replicasthat we find in the fashion costume at the beginning of the 21st century. I am convinced that the issue of„implication” in fashion has not been considered from a scientific point of view, both by public consciousness (inthe specialized circles of fashion designers) and by the individual consumer. On one hand, the potential that containsthe implication in the fashion costume is increasingly penetrating the artistic culture of designing and producingfashion clothes and accessories. On the other hand, the wide consumption and strong influence of fashion on humanlife impose the need not only for a philosophical or sociological analysis of the new phenomena of culture, but alsofor a comprehensive and in-depth scientific-theoretical study of the implication in fashion covered by postmodernistideas. In the context of my work on the implication of 19th-century costume in fashion trends in 2003, I am alsoreminded of Ambrose Bierce's statement about fashion as „a despot whom clever people sneer at but obey”. And itseems to me that this subjugation (among other things) underlies the industrial production of fashion clothing today,as well as the implication of 19th century costume in contemporary fashion. Even the French philosopher PierreBoast admits that „many women have died as martyrs to the fashion that forced them to sacrifice modesty fornudity”. This bright and aphoristic thought very well illustrates the relevance of the topic of fashion in clothing. Itnot only has deep historical roots, it is not only a plastic or aesthetic phenomenon, but it is also a phenomenondeeply related to human health. With this example, I want to emphasize that the implications of fashion today have asignificant meaning for man. This is important to researchers because many of the fashion designers who worked inthe 20th century drew heavily from the fashions of generations long gone. In conclusion, I would like to remind youthat my aim was for my research of the phenomenon to follow the internal logic of the transfer of artistic (materialand spiritual) values during the researched period. The text seeks to organize and show the various ways and levelsat which the implication has manifested itself in fashion since the turn of the Millennium. The possible, boththeoretical and practical, ways in which contemporary artists working in the field of fashion benefit from theexperience gained before them in the field of costume in the 19th century are described and analyzed.

ANALYSIS OF TRANSFER AND APPLICATION OF THE CONCEPTUAL DIMENSIONS OF THE HISTORICAL COSTUME FROM THE XIX CENTURY IN THE PRACTICE OF THE FASHION DESIGNERS OF WOMEN'S FASHION IN THE BEGINNING OF THE XXI CENTURY – YEAR 2003 (FALL-WINTER COLLECTIONS)

As a researcher, my attention is drawn to the fashion costume throughout the 19th century and its replicasthat we find in the fashion costume at the beginning of the 21st century. I am convinced that the issue of„implication” in fashion has not been considered from a scientific point of view, both by public consciousness (inthe specialized circles of fashion designers) and by the individual consumer. On one hand, the potential that containsthe implication in the fashion costume is increasingly penetrating the artistic culture of designing and producingfashion clothes and accessories. On the other hand, the wide consumption and strong influence of fashion on humanlife impose the need not only for a philosophical or sociological analysis of the new phenomena of culture, but alsofor a comprehensive and in-depth scientific-theoretical study of the implication in fashion covered by postmodernistideas. In the context of my work on the implication of 19th-century costume in fashion trends in 2003, I am alsoreminded of Ambrose Bierce's statement about fashion as „a despot whom clever people sneer at but obey”. And itseems to me that this subjugation (among other things) underlies the industrial production of fashion clothing today,as well as the implication of 19th century costume in contemporary fashion. Even the French philosopher PierreBoast admits that „many women have died as martyrs to the fashion that forced them to sacrifice modesty fornudity”. This bright and aphoristic thought very well illustrates the relevance of the topic of fashion in clothing. Itnot only has deep historical roots, it is not only a plastic or aesthetic phenomenon, but it is also a phenomenondeeply related to human health. With this example, I want to emphasize that the implications of fashion today have asignificant meaning for man. This is important to researchers because many of the fashion designers who worked inthe 20th century drew heavily from the fashions of generations long gone. In conclusion, I would like to remind youthat my aim was for my research of the phenomenon to follow the internal logic of the transfer of artistic (materialand spiritual) values during the researched period. The text seeks to organize and show the various ways and levelsat which the implication has manifested itself in fashion since the turn of the Millennium. The possible, boththeoretical and practical, ways in which contemporary artists working in the field of fashion benefit from theexperience gained before them in the field of costume in the 19th century are described and analyzed.

Advertising Cycling to Manage Exclusivity Loss in Fashion Styles

How Should Fashion Brands Use Advertising to Increase Sales while Remaining Exclusive? Fashion consumption signals a consumer’s status to the broader population, so fashion brands and their consumers value exclusivity. Consequently, fashion advertising must balance sales generation with exclusivity loss. In this paper, we develop a model with these features of fashion and estimate it using advertising, price, and sales data for two styles of handbags and sunglasses. Our analysis provides insights for advertising budgeting and scheduling and finds that advertising optimally should decrease as the product increases in popularity and vice versa. This exerts a braking force on sales oscillations so that the fashion cycle decays as does the optimal advertising path. In addition to demonstrating how advertising cycling can impact a fashion firm’s profitability, we show how different styles of a fashion brand can cycle at different rates. By connecting advertising cycles to fashion cycles, we provide prescriptions for how fashion firms should manage different styles of the same brand.

The restless desire for the new versus sustainability: the pressing need for social marketing in fashion industry

PurposeDetrimental impacts on social and ecological well-being of excessive fashion consumption and production practices are posing threats on future generations. Therefore, the need for sustainable solutions and endorsing them through social marketing efforts is more urgent than ever. From the consumption angle, this study aims to explore the driving forces behind consumers’ restless desire for the new and the growing need to consume sustainably.Design/methodology/approachThis paper is conceptual in nature, and through a review of the literature in fashion, consumer, sustainability and social marketing studies, it examines why consumer desire for the new is so profound and how it conflicts with sustainability goals of the fashions industry. With a macrosocial approach, it reveals how multiple constituents of the fashion system can contribute toward sustainability goals.FindingsThis study explains consumers’ psychological and social needs driving their restless desire for the new and the role of fast fashion companies fuelling this desire. It also discusses the consequences of excessive fashion consumption and presents social marketing solutions at micro, meso and macro levels with upstream and downstream effects toward sustainability goals.Practical implicationsConsidering the increasing consciousness about the negative impacts of excessive fashion consumption, this study suggests both practical and social implications that are associated with multiple stakeholders including consumers, fashion companies and public policymakers.Originality/valueThis study reveals in detail the challenges and potential social marketing solutions at micro, meso and macro levels, concerning the conflict between consumers’ restless desire for the new and the pressing need to consume more sustainably.

Fashion Brand Involvement and Hedonic Consumption Antecedents in a Fast Expanding Market

The observed intense competitive fashion market and the fragmented knowledge in fashion involvement which is largely skewed towards utilitarian dimension have combined to trigger this study. Accordingly, this paper seeks to unravel hedonic antecedents of fashion involvement and consumption in a fast-expanding market of a typical developing sub-Saharan African country context; and to posit a framework to guide private brand fashion consumer research in fast-expanding markets from developing country context. Data were collected through the aid of structured questionnaire from fashion consumers in top fashion outlets in Lagos metropolis. Structural Equation Modeling (SEM) technique was deployed to process data regarding hypothesized causal relationships using SmartPLS 2.0 software. Support was found for three hedonic drivers and support was not for one. Fashion belief was found as strong mediator between fashion involvement and fashion consumption. The study develops a theory that reflects hedonic drivers of fashion involvement by providing strategic insights for local fashion brand entrepreneurs, especially as they compete with established global brands. Theoretical and managerial implications of the findings were discussed.

Enhancing User Experience in Fashion m-Retail: Mapping Shopping User Journey Using Google Analytics, Eye Tracking Technology and Retrospective Think Aloud Interview

With increased mobile traffic to fashion retailers’ websites, conversion rates are lower than for desktop users. Mobile consumers more readily abandon retailers if not satisfied with their shopping experience. There is a dearth of literature involving Google Analytics to analyze digital consumer shopping behavior and customer journeys. Retailers need to innovate the ways they approach the vast amount of digital analytics data. This research highlights the need for continuous auditing of Google Analytics data to ensure retailers understand the behavior of their mobile consumers and respond to their needs accordingly. A multi-method research design incorporated mobile fashion consumer data from Google Analytics, innovative mobile eye tracking technology and retrospective think aloud. A comparison of consumer shopping journeys showed that a Digital User Journey Mapping Framework based on eye tracking data can be used to audit Google Analytics datasets and to understand what elements of the fashion retailer’s website consumers prefer to interact with. Retrospective think aloud interviews complementing eye tracking experiments define how digital user experience can be improved in fashion m-retail. The shopping journey map framework can be used for mobile fashion consumer behavior analysis, auditing Google Analytics datasets and enhancing digital user experience.

Influencing factors of Chinese consumers' purchase intention towards sustainable luxury

PurposeThe authors examined the influence of perceived value on consumer attitude and purchase intention (PI) and the relationship between attitude and PI towards sustainable luxury products (SLP) in China.Design/methodology/approachAn online survey was conducted with 935 consumers of luxury fashion in mainland China. Structural equation modelling was applied to measure and analyse the relationship between values (i.e. hedonic values, social values, and value for money) and consumer attitude and PI.FindingsConsumers' multidimensional values positively affected their attitude. Social values and value for money had a significant positive effect on PI towards SLP. However, hedonic values had no effect on PI.Research limitations/implicationsThe sample was drawn from first-tier cities in China, and the results cannot be generalised. The authors examined three dimensions of consumption values. Future research should consider additional markets, values, and influencing factors.Practical implicationsLuxury companies should understand Chinese consumers' diverse values and develop sustainable products that meet consumers' principles. These principles increase the perceived value of the products and thereby guide luxury brands to make marketing strategies to increase sales.Originality/valueThis is the first empirical study to use the theory of perceived value scale (PERVAL) to understand consumer behaviour regarding SLP in China.

Impact of spirituality on the conspicuous consumption of fashion consumers of generation Z: moderating role of dispositional positive emotions

PurposeThe unprecedented pandemic of COVID-19 is not a typical crisis. This crisis has irrevocably altered human behavior, most notably consumption behavior. The uncertainty caused due to economic insecurity and fears of death have resulted in a paradigm shift away from consumer materialism and toward consumer spiritualism. The present study examines the effect of various dimensions of “spirituality” on consumers’ conspicuous consumption of fashion. The study employs a descriptive empirical research design to determine the impact of multiple dimensions of spirituality on the conspicuous consumption of Generation Z in India. These dimensions include General spirituality belief, Global personal spirituality and reincarnation spirituality. Additionally, the moderating effect of dispositional positive emotion on the relationships mentioned above has been investigated.Design/methodology/approachThe data were accumulated through purposive sampling from 517 Generation Z consumers and analyzed using structural equation modeling.FindingsReincarnation, general personal and global personal spirituality had a direct positive impact on conspicuous consumption of fashion. Dispositional positive emotion had a positive moderation effect between the reincarnation, general personal and global personal spirituality and conspicuous consumption.Originality/valueThe study will assist fashion brands and retailers in better understanding consumer behavior and associated opportunities and threats post COVID-19. For merchants and business owners in emerging countries, this study will help them to apply new techniques for keeping customers. It is useful to evaluate a shopper’s views towards spirituality, disposition and conspicuous consumption.

THE ROLE OF DIGITAL INFLUENCERS IN THE PURCHASE DECISION PROCESS: A STUDY APPLIED TO THE FASHION CONSUMER

Nowadays, we live in a society in constant evolution, marked by accelerated technological advances and now we are going through another social transition born from the third industrial revolution, also known as the digital age that was originated in the mid-twentieth century, the digital transformation that has transformed society in the way of thinking and acting. Since technology is increasingly present in our daily lives, more and more digital professions have emerged, as is the case of digital influencers, these professionals manifest themselves in different ways and through different social networks, such as bloggers, Instagrammers, and Youtubers. These have been playing a key role when it comes to promoting brands and products, helping companies to grow, and having a significant impact on consumers' lives. This study aims to understand the impact of digital influencers on the purchase decision process applied to fashion consumers. The methodology used in this dissertation is qualitative in nature and combines the carrying out of semi-structured interviews of an exploratory nature with digital influencers and the execution of a focus group for consumers. The results show that consumer decisions, in general, are influenced by digital influencers.

Young Consumer Perspectives on Government Policy Interventions for Sustainable Fashion Consumption in the UK

Sustainability has been one of the most salient issues in the fashion industry in recent years. The COVID-19 pandemic has prompted a reawakening of the environmental and ethical issues in garment production and consumption. Young consumers are actively raising their voices on the currently unsustainable state of the fashion industry system. Despite this, their perspectives on policy intervention in sustainable fashion are often overlooked. This study focuses on the challenges associated with sustainable consumption behaviors among young consumers and reveals the enabling factors that leverage sustainable actions via policy intervention. In-depth interviews were conducted to investigate the potential effectiveness of proposed policies in creating effective behavioral change within the UK market. The study found that eco-labelling and educational policies have particularly high levels of consumer support. Eco-labelling is considered a critical educational and awareness-raising tool for supporting sustainable fashion consumption; however, the existing labelling approach is inadequate due to the complexity of current terminology, lack of eco-literacy, and consumers’ distrust of industry claims about eco-products, flagging a need to ensure industry transparency. New attention-grabbing labelling, universal eco-terminology and more effective and transparent green communication strategies using a combination of physical and other digital communication are required.