Digital Fashion Research Articles

Enhancing cross-domain recommendations: Leveraging personality-based transfer learning with probabilistic matrix factorization

The conventional method of computing personality scores through extensive questionnaire-based surveys poses practical challenges in real-world scenarios. An alternate route is to predict personality scores from user reviews by analyzing various linguistic features such as writing style, word choices, and specific phrases. However, the reviews are domain-dependent and classification models trained on one domain cannot be readily applied to other domains. To mitigate this challenge, we propose a cross-domain recommendation framework called PEMF-CD which leverages a novel mixing strategy to integrate user reviews from multiple domains with common joint embedding space and predict user personality scores using a transformer model. By capturing the underlying semantics and latent representations within the textual data, the transformer architecture can effectively model the linguistic cues to infer users’ personality traits, and the learning is transferred across domains. To further enhance the recommendation process, our model integrates personality-wise and rating pattern-based similarities of users into a probabilistic matrix factorization method that fosters user neighborhoods based on similarity scores among users. Comprehensive experiments were conducted using five real-world datasets from TripAdvisor and Amazon with varied numbers of users, items, and reviews of up to 44187, 26386, and 426791, respectively. The performance has been benchmarked against thirteen baseline algorithms and the experimental results demonstrate a significant improvements of up to 24.72%, 64.28%, 48.79%, and 61% in RMSE, and 55.9%, 76.7%, 67.6%, and 71.5% in MAE for a 90:10 train-test split with Digital Music, Fashion, Magazine Subscriptions and Video Games datasets from Amazon, respectively. Similar results have been observed for the 80:20 train-test split.

Sustainable digital fashion in a metaverse ecosystem

The fashion industry ranks among the top polluters globally, yet the emergence of virtual worlds offers a chance for brands to switch to digital clothing as a greener option. This research explores whether the metaverse can enhance sustainability in fashion or worsen environmental issues, especially those linked to non-fungible tokens (NFTs). We introduce a game theory model to analyze the strategic dynamics between brand manufacturers and digital fashion platforms, factoring in platforms' abilities to reduce emissions. The model uncovers how these uncertainties influence pricing, investment, and performance outcomes. Our analysis is supported by a case study on DressX, a prominent digital fashion platform, showing that digital fashion brings technological innovation and environmental advantages. Platforms with greater emission reduction capacities and their collaborators witness increased revenues. However, information asymmetry complicates strategic decision-making, and the environmental implications of digital technologies underpinning the metaverse remain a critical concern. Platforms with advanced capabilities gain a competitive edge by managing costs effectively, whereas manufacturers profit at the platforms' expense. However, there is a strategic equilibrium that benefits both sides. Our study indicates that maximizing the environmental benefits of digital fashion demands responsible actions from all stakeholders, including careful technology selection, clear communication of capabilities, cost management, and strategic cooperation. Our game theory approach, combined with a real-world case study, provides a unique perspective on the strategic and environmental dynamics of digital fashion in the metaverse, contributing to the growing body of literature on sustainable fashion and digital ecosystems.

The impact of digital fashion marketing on purchase intention

PurposeThis study aims to examine the effect of digital fashion marketing on consumer purchase intentions. Rooted in the stimulus–organism–response framework, it explores how digital marketing strategies in the fashion industry influence consumer attitudes and satisfaction, ultimately affecting their purchasing decisions.Design/methodology/approachIt is mainly focused on the attitudes, satisfaction, and purchase intentions of young consumers in China and South Korea toward fashion brands stimulated by digital fashion shows and non-fungible tokens. This study modifies the research model through case studies, collects data through questionnaires, and analyzes the data using fsQCA and AMOS.FindingsThe findings of the fsQCA study show that stimuli impact consumers’ attitudes, satisfaction, involvement, and willingness to rewatch. The multigroup analysis shows that social norms and images have a greater influence on individuals in China, whereas Korea has a higher direct effect of individual involvement on consumption behavior.Originality/valueThe study is useful for global fashion brands because it emphasizes the role of digital innovations in shaping consumer–brand relationships and makes strategic recommendations for sustainable growth in the digital fashion landscape.

Real performance analysis of drape of virtual cotton fabric based on Style3D

PurposeTo investigate whether the actual effects of eight drape characteristics of virtual fabrics can be manifested in the Style 3D software.Design/methodology/approachImage analysis was conducted using MATLAB software to obtain the drape characteristics of virtual fabrics. Pair the drape characteristics of the real and virtual fabrics for difference. The S-W method was used to conduct a normality test to obtain the correlation of paired samples. A paired sample t-test was performed to obtain the significance values.FindingsThe simulation restoration performance of the drape coefficient, number of undulations, maximum undulation angle, minimum undulation angle and undulation angle uniformity was good. However, there are differences in the simulation performance of the other three indicators: maximum undulation amplitude, minimum undulation amplitude and undulation amplitude uniformity compared to the drape characteristics of real fabrics.Originality/valueProvides reference value for the improvement of Style3D software in virtual fabric simulation and finds the main influential parameters and their impact levels that contribute to the realistic representation of virtual fabrics in software. It provides a theoretical basis for course teaching in digital fashion.

Generation Z’s intention to use digital fashion items in the Metaverse

PurposeFashion companies have been among the first to ride the new trend and develop projects for the Metaverse, considering Generation Z (Gen Z) as a relevant target. The paper aims to investigate Gen Z consumers’ intention to use digital fashion items in the Metaverse.Design/methodology/approachThe study relies on the technology acceptance model (TAM). The authors include specific aspects of the Metaverse: the user-avatar identification and the development of an alternative identity; fashion innovativeness is discussed as a moderator variable. The model is tested on Gen Z consumers, with 329 survey responses collected in 2022 and analyzed using structural equation modeling (SEM).FindingsThe paper shows that the two external and explanatory variables the authors added, i.e. user-avatar identification and alternative identity, positively and directly impact the individual attitude to use digital fashion items in the Metaverse. Moreover, according to the proposed research model, the moderating effect concerning fashion innovativeness has positive and negative consequences.Originality/valueUsing TAM, the authors explored consumers’ perceptions (perceived usefulness and ease of use), attitudes and intentions regarding the new technology context (digital fashion in the Metaverse). This study enriched TAM with new consumer marketing constructs (user-avatar identification and alternative identity) and their relationships with consumers’ intention to use digital fashion items in the Metaverse. This study also contributed to TAM by exploring the relevance of moderating the effects of consumer fashion innovativeness on consumers’ intentions and attitudes in the novel context of digital fashion in the Metaverse. The paper contributes to the academic debate by focusing on the individual and personal sphere of the consumer moving in the Metaverse digital environment. The marketing-focused study develops research on Gen Z consumers to provide new insights and possible opportunities for marketers in the Metaverse.

Affective Fashion Trends: Aesthetic and Digital Affects from Nostalgia to AR

Responding the digitalization of the fashion industry, technological innovation, the acceleration of trends, the article identifies a tendency toward affect and discusses the potential of affective fashion trends. Selected cases are examined: from the pandemic-born nostalgia aesthetic on TikTok, and ASMR videos, to digital fashion and the use of augmented reality to push the boundaries between human body and adornment. Through an analysis grounded in a multi-disciplinary theoretical framework, we identify a shift in the cultural Zeitgeist toward emotions, feelings, sensations, and bodily experience. We stress the need for an affective, rather than purely visual perspective on aesthetics and argue for the potential of technology as a vehicle for affect in fashion and popular culture more broadly.

Impact of Digital Fashion Shows on Consumer Engagement with Fashion Brands in Nigeria

Purpose: The aim of the study was to analyze the impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Digital fashion shows have significantly enhanced consumer engagement with fashion brands in Nigeria by offering a dynamic, accessible online experience. These virtual events have allowed brands to reach a broader audience, increasing their visibility and facilitating direct interaction with consumers. Real-time feedback during these shows has enabled brands to fine-tune their marketing strategies and product offerings to align with consumer preferences. The use of augmented reality technologies has further personalized the shopping experience, leading to increased consumer interest and brand loyalty. Unique Contribution to Theory, Practice and Policy: Technology acceptance model (TAM), uses and gratifications theory (UGT) & engagement theory may be used to anchor future studies on impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Fashion brands should leverage a combination of VR, AR, and live-streaming to create more engaging and immersive experiences. By investing in these technologies and incorporating high-quality digital content, brands can enhance consumer interaction and foster deeper emotional connections. Policymakers and industry bodies can work together to establish standards for digital content, technology integration, and consumer privacy protection, which will enhance the overall consumer experience and build trust in digital fashion shows.

Enhancing Soft Skills through Generative AI in Sustainable Fashion Textile Design Education

This study explores the significance of incorporating soft skill training in fashion design education through the use of artificial intelligence (AI) technology and examines various AI-based approaches for sustainable fashion textile design education employing a multifaceted methodology that encompasses empirical, quantitative, and qualitative methods. We investigate the aspects of Design Sprints, identify key soft skills that help students meet the complex demands of contemporary fashion design workplaces, propose a curriculum guide for AI textile design programs, and evaluate the soft skill training process. Participants included students who had completed basic fashion design courses over three to four semesters and had experience with the fashion design process. The findings confirmed that participants’ soft skills improved across four areas—digital competence, sense of initiative and entrepreneurship, problem-solving and thinking skills, and communication—through the AI-based fashion textile design curriculum. This study validates the importance of integrating AI technology into educational programs to enhance essential soft skills in the digital fashion industry environment. Additionally, it emphasizes the necessity of developing AI technology-specialized design prompts while maintaining a balance between traditional design education and digital design education for sustainable fashion design education.

Automatic Digital Garment Initialization from Sewing Patterns

The rapid advancement of digital fashion and generative AI technology calls for an automated approach to transform digital sewing patterns into well-fitted garments on human avatars. When given a sewing pattern with its associated sewing relationships, the primary challenge is to establish an initial arrangement of sewing pieces that is free from folding and intersections. This setup enables a physics-based simulator to seamlessly stitch them into a digital garment, avoiding undesirable local minima. To achieve this, we harness AI classification, heuristics, and numerical optimization. This has led to the development of an innovative hybrid system that minimizes the need for user intervention in the initialization of garment pieces. The seeding process of our system involves the training of a classification network for selecting seed pieces, followed by solving an optimization problem to determine their positions and shapes. Subsequently, an iterative selection-arrangement procedure automates the selection of pattern pieces and employs a phased initialization approach to mitigate local minima associated with numerical optimization. Our experiments confirm the reliability, efficiency, and scalability of our system when handling intricate garments with multiple layers and numerous pieces. According to our findings, 68 percent of garments can be initialized with zero user intervention, while the remaining garments can be easily corrected through user operations.

Exploring design and technological aspects of digital fashion: a systematic review of recent innovations

ABSTRACT This study examines the state of research in the field of digital fashion, specifically focusing on design and production. The authors propose a definition for digital fashion as the ‘virtual creation, production, and depiction of an individual's identity, in particular in the field of clothing and footwear, through computer-aided design’. Using PRISMA 2020 guidelines, 386 publications from the Web of Science database have been selected for the systematic review. A keyword map was created based on bibliographic data, and a cluster analysis of the publications revealed five main clusters. The analysis of articles shows that the most frequently mentioned topics are design, fashion, social media, and technology. Sustainability, digital fashion, and performance are also frequently discussed.

Consuming digital fashion in online communities

Consuming digital fashion in online communities

Development of 3D digital fashion design using traditional Chinese paper-cutting characteristics

Development of 3D digital fashion design using traditional Chinese paper-cutting characteristics

The influence of AR virtual clothing design elements on Chinese consumers’ purchase intention: Novelty, craftsmanship, trendiness, and sociability

In the context of the burgeoning digital fashion industry, this study investigates the factors influencing consumer purchase intentions for virtual garments. Through literature review, this study constructed a theoretical model comprising seven latent variables: trendiness, novelty, sociability, craftsmanship, perceived value, perceived quality, and purchase intention, the data of 347 surveys from China are analysed effectively. Results show that novelty, sociability, and craftsmanship not only have a direct positive impact on consumers’ purchase intentions but also indirectly influence purchase intentions through the mediating variables of perceived value and perceived quality. Although trendiness itself did not have a direct significant impact on purchase intention, it could indirectly affect it through perceived value and perceived quality. These insights offer valuable implications for the design and marketing strategies of virtual garment brands, aiming to better align with consumer motives in the digital fashion realm.

Fashion as an Expression of Cultural Identity in the Digital Age

Fashion has long been a powerful medium for expressing cultural identity, reflecting various communities' values, traditions, and social dynamics. This expression has evolved dramatically in the digital age, shaped by the pervasive influence of technology and social media. This study explores how fashion serves as a conduit for cultural identity in the contemporary digital landscape. It examines the interplay between traditional fashion practices and modern digital platforms. It highlights how individuals and communities use fashion to navigate and assert their cultural identities in an increasingly globalised world. The research investigates the role of digital platforms, such as Instagram, TikTok, and fashion blogs, in disseminating and transforming cultural fashion trends. These platforms provide a space for cultural exchange and the democratisation of fashion, allowing underrepresented voices to showcase their heritage and creativity. Additionally, the study delves into the impact of virtual fashion shows, digital influencers, and online retail on cultural identity expression. It considers how these elements contribute to preserving and evolving traditional fashion practices. Furthermore, the research addresses the complexities of cultural appropriation in the digital age, where fashion trends can be rapidly adopted and commercialised, often detached from their cultural significance. By analysing case studies and engaging with fashion designers, influencers, and consumers, the study offers insights into the ethical considerations and responsibilities involved in cultural fashion representation. The findings suggest that while digital platforms can facilitate celebrating and sharing cultural identities, they pose challenges related to authenticity, appropriation, and commercialisation. This duality underscores the need for a nuanced understanding of fashion as a cultural expression in the digital era. The study concludes with recommendations for fostering a more inclusive and respectful digital fashion ecosystem that honours and preserves cultural identities while embracing innovation and diversity. Through this exploration, the research aims to contribute to the broader discourse on cultural identity, fashion, and digital media, offering valuable perspectives for academics, industry professionals, and cultural advocates.

The Influence of Interactivity, Aesthetic, Creativity and Vividness on Consumer Purchase of Virtual Clothing: The Mediating Effect of Satisfaction and Flow

With the rapid global growth of digital fashion, virtual clothing has recently become a hot research topic. However, there is still little literature exploring the mutual influence between virtual clothing design features and consumer purchase intentions. This study delves into the dynamic relationship between virtual clothing design attributes and consumer purchase tendencies, seeking to foster a balanced development of the virtual clothing industry. Following a literature review, this study formulated a theoretical model that includes seven key latent factors: Interactivity, Aesthetic, Creativity, Vividness, Satisfaction, Flow experience, and Purchase Intention. Anchored in the Stimulus-Organism-Response (SOR) paradigm, the study conducted offline trials where respondents tried on virtual clothing using AR as a stimulus, carefully examining data from 295 respondents. The analysis shows that while Interactivity and Aesthetics significantly increase the likelihood of consumer purchases, Creativity and Vividness lack a direct and substantial impact on this intent. Satisfaction and Flow experience are important mediating variables that profoundly influence the purchasing decisions for virtual clothing. The findings of this study provide new insights into virtual clothing design and marketing strategies, emphasizing the importance of optimizing user interaction and Aesthetic experiences in enhancing consumer purchase intentions.

Synergy of Real and Digital Worlds - Promising Insights for the Future Generations of Fashion

Digital transformation (DT) is reshaping the fashion industry, revolutionizing the way brands, retailers, and consumers interact. It is not a fad but a necessary step towards innovation and survival in today's business context. Implementing digital transformation requires a bespoke approach that addresses specific challenges and goals within the existing framework of each brand or retailer. Fashion brands are leveraging digital technologies throughout their value chain, from product design and production to marketing and distribution. Computer-aided design (CAD) software, predictive analytics, and 3D printing are streamlining the design and prototyping phases, reducing time-to market and improving product quality. Technologies like 3D body scanning, seamless garments and digitized looms are also being adopted. Brands like Hugo Boss are using smart factories that incorporate robotics, artificial intelligence (AI), analytics, and the Internet of Things (IoT) to increase efficiency. Moreover, digital integrated supply chain platforms, such as blockchain, are enabling faster and more efficient production by connecting brands with manufacturers and suppliers globally. The adoption of digital solutions extends to the production of futuristic textiles, digital clothing and virtual model / digital show stoppers. Retailers are also embracing DT to enhance the customer experience and expand their reach. E-commerce has become a crucial channel, allowing retailers to sell products online and reach a wider customer base. Many retailers are investing in robust online platforms and incorporating augmented reality (AR) and virtual reality (VR) technologies to offer immersive in-store shopping experiences. Data analytics and AI are being used to personalize recommendations and offers, enhancing customer engagement and loyalty. In-store virtual assistants or kiosks are worth mentioning in light of digital clientele. Social media platforms play a vital role in the fashion industry's digital transformation. Fashion brands are partnering with social media influencers to promote their products and reach a larger audience. Additionally, collaborative consumption models are emerging through digital apps, supporting sustainability efforts such as zero waste, recycling, and sharing goods or services. Consumers are benefiting from greater convenience, choice, and personalized experiences in the digital fashion landscape. They have access to a wide array of products from around the world and can find inspiration and style ideas on social media platforms. User generated content and reviews facilitate informed purchase decisions. Mobile technology advancements have blurred the lines between online and offline retail experiences, enabling consumers to shop anytime and anywhere. Adaptability, inclusivity, diversity, authenticity and traceability of product life cycle (Blockchain) have become driving instincts of Gen Zers and Millennials at purchase points. However, traditional industry players and small independent retailers face increased competition from e-commerce giants, necessitating their adaptation to digital technologies to remain relevant. The COVID 19 pandemic has accelerated this shift and normalized the idea of going digital. This paper presents an in-depth review of how digital transformations have various players within the fashion Industry with special reference to the brands, designers and enterprises implementing these for their evolution and progression to thrive in this rapidly evolving landscape.

Development of Electronic Student Work-Sheets (E-LKPD) by Digital Drawing Mode at Private Vocational Schools

This research emerged from several obstacles in the field, namely students' difficulties in understanding digital technical design material with Ibis Paint. The aims of this research are : 1) to develop an E-LKPD for digital fashion drawing at Private Vocational School, 2) to determine the feasibility of a digital fashion drawing E-LKPD. This research used the RD method with a 4-D development model (define, design, development, and disseminate). The validation and trial stages were carried out to assess the feasibility of E-LKPD. Material experts and media experts play a role in validation to obtain input regarding the appropriateness in terms of material and media. The feasibility test was carried out through a questionnaire to class XI students at Setia Budi Binjai Private Vocational School, second semester. Data analysis uses a five-scale score (Likert scale) for the predetermined assessment categories. The results of this research are: 1) validation of E-LKPD drawing mode according to material experts "Very Good" with an average percentage score of 94% and according to media experts "Very Good" with an average percentage score of 87.4%. 2) The feasibility of E-LKPD drawing mode is included in the "Very Good" category. The average score percentage results in the small group trial were 80% with "Good" criteria, the medium group was 87.5% with "Very Good" criteria, and the large group was 92.8% with "Very Good" criteria.

Digital fashion and metaverse platforms: Do platform attributes drive shopper’s purchase intention?

This study aims to understand consumer behavior in fashion shopping on the Metaverse platforms. It proposes a behavioral model grounded on a stimulus-organism-response (S-O-R) framework, where the platform attributes namely interactivity, personalization, and sociability act as stimuli to activate the experiential (utilitarian and hedonic value) and immersive responses, which in turn drive the purchase intention of digital fashion shoppers. The moderating role of shoppers’ personal characteristics is also tested. Survey data of 327 users of Metaverse platforms are used to test the proposed model. DRESSX, a multibrand fashion retailer offering branded nonfungible tokens (BNFTs) in the form of digital clothing and accessories, is used to simulate the Metaverse. The results show that personalization is the strongest platform attribute offering experiential value, and sociability features of the platform play the key role in driving immersiveness. Furthermore, both experiential value and immersiveness drive the shoppers’ purchase intention. JEL Code: M30 Marketing and Advertising: General

Fashion brands in the metaverse: Achievements from a marketing perspective

ABSTRACT Since the early developments of Web3 and the Metaverse, the fashion industry has been actively launching initiatives, especially through gamification, Non-Fungible Tokens (NFTs) and shopping experience. Up until now the academic literature relating to the implications for fashion brands in a digital fashion marketing context has been scarce. Through a systematic content analysis of 235 articles published between 2021 and 2023 in Vogue Business and The Business of Fashion, this research has focused on the main brands and uses of the Metaverse, as well as their real applications. Through a thorough analysis, this research reveals that the most active fashion sub-industries on the Metaverse are those relating to luxury, sportswear and beauty, with Nike, Gucci and Hermès emerging as the leading brands. Furthermore, when it comes to fashion and the Metaverse, the most popular topics relate to NFTs and gamification, to the point that they are used as synonyms of the Metaverse. This practice creates confusion, not only in terms of the meaning of the term “metaverse”, but also regarding its implications for fashion brands. Finally, the study identifies issues that demand further analysis in subsequent academic research regarding the notion of falsity and the Metaverse.

Unlocking the Potential of Artificial Intelligence in Fashion Design and E-Commerce Applications: The Case of Midjourney

The fashion industry has shown increasing interest in applying artificial intelligence (AI), yet there is a significant gap in exploring the potential of emerging diffusion-modeling-based AI image-generation systems for fashion design and commerce. Therefore, this study aims to assess the effectiveness of Midjourney, one such AI system, in both fashion design and related commerce applications. We employed the action research approach with the Functional, Expressive, and Aesthetic (FEA) Consumer Needs Model as the theoretical framework. Our research comprised three stages: refining an initial idea into well-defined textual design concepts, facilitating concept development, and validating the preceding observations and reflections by creating a new line of hemp-based products that were evaluated by targeted consumers through an online survey. Findings reveal that this AI tool can assist fashion designers in creating both visually expressive attire and ready-to-wear products, meeting defined design criteria and consumer needs. Midjourney shows promise in streamlining the fashion design process by enhancing ideation and optimizing design details. Potential e-commercial applications of such AI systems were proposed, benefiting physical and digital fashion businesses. It is noted that, to date, the major limitations of using Midjourney encompass its restriction to only facilitating early fashion design stages and necessitating substantial involvement from designers.