Fashion Innovativeness Research Articles

Use of Artificial Intelligence in Fashion Sales Techniques

This article discusses the prominent elements of artificial intelligence innovation in fashion sales techniques and details artificial intelligence-supported sales strategies such as virtual reality, augmented reality, virtual try-on rooms, smart mirrors, artificial intelligence-supported style consultants, visual search technologies and chatbot. This study was written with the compilation method. The compilation method is written with the aim of collecting the literature written so far on the research subjects from a scientific perspective and making a collective contribution to the literature. While virtual reality and augmented reality offer customers interactive shopping experiences and the opportunity to try products in their own environment without going to the store, virtual trial rooms and smart mirrors; Studies have shown that it has the potential to make online and face-to-face shopping easier, faster and more interactive. It has been stated that visual search technologies enable customers to easily find the products in the style they want, and artificial intelligence-supported style consultants and chatbots play an important role in optimizing the shopping experience by making personalized suggestions to customers. New and innovative solutions can be produced by conducting studies that encourage interdisciplinary collaboration between fashion designers, software developers and academicians. In this period when we live intertwined with technology, artificial intelligence-focused modules can be added to academic curricula for students studying in the field of design, and these modules will provide benefits for students to gain knowledge and skills on how to integrate artificial intelligence technologies into fashion design. The effective use of artificial intelligence in fashion sales techniques will provide a competitive advantage against competitors in the industry.

Innovation meets modest fashion-based localism: A systematic literature review

Research on innovation, localism, and modest fashion has garnered significant scholarly attention in recent years. However, existing studies have not produced conclusive results regarding the link between innovation in modest fashion and localism. This systematic literature review aims to identify research trends, theories, and innovations in modest fashion and determine factors related to innovation in modest fashion on the basis of localism. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method was used to analyze 24 articles on innovation, localism, and modest fashion from the Scopus, Web of Science, and ProQuest databases. The results indicate a growing trend in the themes of innovation, localism, and modest fashion over the last decade. Additionally, six main factors have emerged to answer the research question regarding the determinants of innovation: design-driven, market-driven, technology-driven, localism-driven, culture-driven, and sustainability-driven. These factors emphasize the significance of considering localism and sustainability in shaping future innovations in the modest fashion industry. The study concludes that the combination of these driving factors can greatly influence the development of innovative strategies that align with consumer preferences and global market trends. Moreover, the findings of this review contribute to the growing body of knowledge on the relationship between innovation and localism, offering practical insights for business leaders and policymakers. By understanding how localism can drive innovation in the modest fashion industry, businesses can better position themselves to create sustainable and competitive advantages. Future research should focus on further exploring these factors to provide more in-depth insights into the role of localism in promoting innovation and business performance in the modest fashion sector.

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.

Penambahan Nilai Estetik pada Produk Selendang Batik Pesisiran dengan Aplikasi Manipulating Fabric

The application of manipulating fabrics to batik can create uniqueness and exclusivity to increase its value. The application of manipulating fabrics on batik can support the development or creation of custom made batik based on creativity to create batik fashion innovation. This can encourage the creation of new product designs to refresh the market. The application of manipulating fabrics to batik provides novelty value because it adds use value to the product. Adding use value to batik products can add to the superiority of the product, namely that apart from being beautiful it also has a certain physical appearance. It is important to develop batik to maintain its sustainability. Batik as a cultural heritage still needs to continue to be developed to be transformed to the younger generation. There are still younger generations who think batik is old fashioned clothing. Batik can be modified to suit current modern fashion trends so that the younger generation is even more enthusiastic about preserving it. One way that can be done is by applying manipulating fabric. The aim of this research is to produce a new product design with the idea of providing additional use value to coastal motif batik products by applying the technique of manipulating fabrics. The method used is qualitative research with a practice-based approach to the creative arts creation process (practice-led research). The result of this research is a batik shawl with fabric manipulation applications in the form of embroidery, slashing and smocking.

The luxury goods market: Understanding the psychology of Chinese consumers

The objective of this research is to construct a multifactorial model facilitating the assessment of the interrelation between aspects of Chinese consumers' attitudes towards luxury items and their psychological intent to acquire such goods. The paper presents a factorial model of the evaluation system, which encompasses factors such as luxury brand awareness, materialism, social comparison with peers, fashion novelty, and consumer engagement with fashion. The research findings indicate that: (1) there exists a positive correlation between the attitudes of Chinese consumers towards luxury items and their intention to acquire them; (2) Chinese consumers, overall, tend to disregard fashion innovations as a significant factor in luxury item purchasing decisions; (3) however, materialism as a motivation for conspicuous consumption and status has become a pivotal stimulating factor; (4) substantial influence is also exerted by the impact of luxury item acquisition on the owner's social status; (5) individuals possessing knowledge of fashion trends demonstrate a higher propensity to acquire luxury items. Theoretically, this study contributes to the broadening of the understanding of luxury goods consumption within the context of the Chinese market. This contribution holds value for researchers of this market, as well as those examining other regional markets, facilitating a comparative analysis of consumer behavior factors. From a practical perspective, the model is oriented towards expanding the toolkit available to managers and marketers. It enables an understanding of the psychological motives attracting Chinese consumers to the luxury goods market. This understanding, in turn, facilitates the formulation of an effective strategy for introducing new items into this market.

Exploring Virtual Fashion Consumption through the Emotional Three-Level Theory: Reflections on Sustainable Consumer Behavior

The fast fashion industry has been widely criticized for its substantial consumption of resources and significant environmental pollution. In contrast, virtual fashion clothes are attracting attention from consumers and academics for their notable sustainability benefits and potential for fashion innovation. However, research on consumer acceptance of virtual clothes and the role of sustainability remains limited. This study aims to fill this gap by applying the Emotional Three-Level Theory to identify key virtual fashion attributes, including aesthetic, reality, personalization, presentation, sustainability, and inclusivity features, and evaluating their impact on acceptance using the Technology Acceptance Model (TAM). A survey of 503 Generation Z consumers in China, analyzed through structural equation modeling, reveals that perceived enjoyment, usefulness, and ease of use significantly influence the intention to adopt virtual fashion clothes. Aesthetic and realistic features enhance enjoyment, while personalization and presentation improve usefulness and ease of use. Sustainability features positively impact all three factors, promoting consumer acceptance. These findings offer theoretical insights for virtual fashion research and practical guidance for the fashion industry to leverage virtual technologies for environmental sustainability. Notably, the study emphasizes the potential of virtual clothes in promoting sustainable development in the fashion industry.

Social Media's Role in Creating New Fashion Trends

The rise of social media has significantly transformed the fashion industry, serving as a catalyst for the creation and dissemination of new fashion trends. Platforms like Instagram, TikTok, and Pinterest have become pivotal in shaping consumer preferences, offering instant access to global fashion inspirations. This study explores how social media influences fashion trends, examining the interplay between influencers, brands, and consumers. Social media allows for real-time interaction and feedback, enabling trends to emerge swiftly and organically. Influencers play a crucial role by curating and endorsing styles, while brands leverage these platforms to engage with their audience and adapt to evolving tastes. Furthermore, user-generated content contributes to the democratization of fashion, allowing everyday users to impact trends. This dynamic environment fosters innovation and diversity in fashion, breaking down traditional barriers and creating a more inclusive industry. By analyzing various case studies and current trends, this research highlights the mechanisms through which social media shapes fashion trends, emphasizing its role in trend creation, marketing strategies, and consumer behavior. The findings underscore the importance of social media as an indispensable tool for fashion industry stakeholders aiming to stay relevant and competitive in a rapidly changing market.

Role of fashion-consciousness, health-awareness and environmental concerns on millennials’ usage of smartwatches

PurposeThis paper aims to understand the underlying motivations and factors that drive millennials to embrace smartwatches as fashionable accessories, health monitoring tools and eco-friendly alternatives.Design/methodology/approachIn June–July 2022, a cross-sectional study was conducted, gathering 285 complete responses through an online survey using convenience sampling. These responses were then analyzed to obtain valuable insights using structural equation modeling.FindingsThis study’s findings confirm the mediation effect of fashion innovativeness on the relationship between subjective norms and attitudes toward smartwatch usage (b = 0.034, lower limit confidence interval (LLCI) = 0.007, upper limit confidence interval (ULCI) = 0.086, p = 0.015). In addition, it highlights the mediating role of healthology in the association between subjective norms and attitudes toward using smartwatches (b = 0.062, LLCI = 0.006, ULCI = 0.151, p = 0.029).Research limitations/implicationsThis research has limitations in terms of sample representativeness, self-reported data, cultural and regional factors and technological advancement.Practical implicationsUnderstanding millennials’ motivations behind smartwatch usage has implications for marketers, designers and manufacturers in targeting this generation effectively. By highlighting smartwatches’ fashion-forward and health-conscious aspects, companies can appeal to millennials’ preferences and develop innovative features that align with their values.Social implicationsThis study provides validation for the increased level of environmental concerns among millennials, emphasizing its substantial influence on their purchasing decisions when it comes to smartwatches. Furthermore, it highlights that health-consciousness holds greater significance than fashion-forwardness as a determining factor for consumers of smartwatches.Originality/valueThis pioneering study explores the adoption intentions of smartwatch usage, examining it from the unique perspectives of health theology and environmental concerns. By delving into these novel dimensions, the research fills a significant gap in the existing literature. It contributes to a deeper understanding of the factors influencing millennials’ decision-making processes when embracing smartwatches.

DESIGN OF CORPORATE CLOTHING: AESTHETIC AND ERGONOMIC ASPECTS

The article is devoted to the process of designing corporate clothing for employees and students of higher education of the Khmelnytskyi National University, which is considered as a system of "corporate style → corporate image → corporate clothing and its identity", including logos, colors, graphic elements and graphic standards of visual identification of the KhNU and their structure. Scientific novelty. The most characteristic artistic and compositional solutions and the typology of graphic elements used in the corporate style of KhNU as a means of communication for the creation of the image and brand of the higher education institution were analyzed and highlighted. Practical meaning. The developed systematization of the graphic elements of the corporate style of KhNU made it possible to generalize their artistic and compositional features and use them in the design of men's and women's corporate clothing for employees and students of higher education of the Khmelnytskyi National University for visual representation and broadcasting of the values and main characteristics of the educational institution. The process of creating a sketch and harmonizing the project image of corporate clothing with the help of an information model, which allows to present it as a single symbolic system with the help of modern practices of visual presentation of fashion innovations, is demonstrated. The design stages of corporate clothing samples are presented with the help of computer technologies, which provide clothing designers with wide visual and artistic opportunities in the context of modern communication practices. Artistic and design, constructive and technological solutions for men's and women's corporate clothing models were developed, which were produced under the conditions of the Ukrainian fashion brand ARTY Sport using a calender thermopress for sublimation. Testing of experimental samples of products took place at the exhibition dedicated to the Day of Science (Khmelnytskyi, KhNU, 2022). Research materials can be used in the development of corporate style and design of modern corporate clothing. The results of the study can be used in further scientific research on the design of other types of corporate clothing for employees and students of higher education of the Khmelnytskyi National University.

A Cross-national Study of Life Satisfaction: Demographics, Cognitive Age, Materialism, Fashion Innovativeness and Health Satisfaction as Correlates

This study examined the relationship between life satisfaction (LS) and its correlates, which included key demographic (age, education and family size) and psychographic (cognitive age, materialism, fashion innovativeness and health satisfaction) variables, with samples from respondents in South Korea ( N = 464), China ( N = 321) and the United States ( N = 265 ). This article represents the first attempt to examine these variables across the three countries to gain important insights into cultural variations and similarities in the determinants of LS. Two-stage regression analysis was used to examine the relationship between LS as the dependent variable and demographic and psychographic variables as the independent variables. In the first stage, data from the three countries were combined, and all independent variables and two dummy variables for possible country effects were entered into a regression model. In the second stage, separate regression models were independently fitted for the three countries. The findings of this study indicate that, for all three countries, LS was not related to age and family size but was significantly related to materialism, fashion innovativeness and health satisfaction. Health satisfaction was the most significant predictor in all three countries. LS was related to cognitive age only in South Korea, whereas LS was linked to education only in the United States. The results of the study and its business and research implications are discussed.

Aesthetic Cellulose Filaments with Water-Triggered Switchable Internal Stress and Customizable Polarized Iridescence Toward Green Fashion Innovation.

Healthy, convenient, and aesthetic hair dyeing and styling are essential to fashion trends and personal-social interactions. Herein, we fabricate green, scalable, and aesthetic regenerated cellulose filaments (ACFs) with customizable iridescent colors, outstanding mechanical properties, and water-triggered moldability for convenient and fashionable artificial hairdressing. The fabrication of ACFs involves cellulose dissolution, cross-linking, wet-spinning, and nanostructured orientation. Notably, the cross-linking strategy endows the ACFs with significantly weakened internal stress, confirmed by monitoring the offset of the C-O-C group in the cellulose molecular chain with Raman imaging, which ensures a tailorable orientation of the nanostructure during wet stretching and tunable iridescent polarization colors. Interestingly, ACFs can be tailored for three-dimensional shaping through a facile water-triggered adjustable internal stress: temporary shaping with low-level internal stress in the wet state and permanent shaping with high-level internal stress in the dry state. The health, convenience, and green aesthetic filaments show great potential in personal wearables.

The influence of garment quality evaluation on fashion innovation of dressmakers in Ghana

Purpose The innovativeness of dressmakers is a concern to respondents to satisfy their clothing needs. The purpose of this study is to determine the criteria that respondents use to judge the quality of clothing and its influences on the innovative ability of dressmakers in the clothing manufacturing industries. Design/methodology/approach Three hundred and ninety-seven (397) respondents in the Takoradi Metropolis of Ghana filled out a questionnaire, and the results were used to compile data for the study. The sample size was calculated using Miller and Brewer formula. The data was analysed using structural equational modelling with the SmartPLS v.4 software. Findings The results showed that respondents are very interested in the calibre of clothing produced by their dressmakers. However, the study revealed that when evaluating the quality of a garment, respondents do not simply accept what has been sewn for them but also consider the performance, appearance, fit and shape of the garment. Findings revealed that there was a significant relationship between garment appearance quality (t = 2.605; p < 0.05), garment performance quality (t = 3.915; p < 0.05), garment shape quality (t = 6.248; p <0.05) and fashion innovations. Subsequently, the evaluation of garment fit quality by respondents revealed it does not bring about innovations (t = 1.310; p > 0.05). Practical implications The continuous evaluation of custom-made clothing from customers will go a long way towards highlighting the relative criteria they use to evaluate the innovation of dressmakers. This will help improve the creativity of the dressmakers since such feedback will help them understand and innovate their production skills to meet the preferences of customers. Originality/value The present study provides an in-depth understanding of how garment quality evaluation by customers influences the innovation of dressmakers in Takoradi, Ghana. The constructs were developed for the study to capture the appropriate data from customers for the study. This presents an evaluation criterion on four garment quality variables imperative for use or modification by other studies.

Investigating the determinants and effects of prestige sensitivity in fashion retailing

Targeting the prestige fashion segment enables fashion retailers to continue growing while facing a challenging environment. To attract prestige-sensitive consumers, it is important to understand their buying motivations and responses to retail actions. Thus, this paper examines the motivational predictors and effects of prestige sensitivity in fashion retailing, using the symbolic self-completion theory as a framework. It also explores the moderating role of fashion innovativeness. The data collected from shoppers of apparel products (N = 289) in Croatia were analyzed using structural equation modelling (SEM). The results show that recognition enhancement, sexual attraction, and recreation shopping motivations, which help enhance individuals’ self-identity in society, drive prestige sensitivity. At the same time, fashion innovativeness significantly moderates the relationship between recreation motive and prestige sensitivity. Prestige-seeking consumers positively respond to mannequin displays, spend more time shopping, and focus more on symbolic apparel attributes while shopping. This study contributes to the self-completion theory applied in fashion retailing by developing and testing the model that links prestige sensitivity with shopping motivations, fashion innovativeness, the selection of apparel attributes, response to visual merchandising, and time expenditure. The findings provide recommendations for marketers on how to develop fashion products/prestige brands in line with the expectations of prestige-seeking shoppers, target this market segment more efficiently, and increase the effectiveness of marketing efforts.

Digital Innovations in Fashion: Mapping the Co-evolution of Technological Advancements and Fashion Industry

Digital Innovations in Fashion: Mapping the Co-evolution of Technological Advancements and Fashion Industry

개인적 특성과 제품 특성이 업사이클링 패션 제품 구매의도에 미치는 영향

As environmental pollution is intensified, environmental a wareness of global citizens’ and the needs of upcycling f ashion has grown.
 Intent is analyzing upcycling fashion item’s purchase inte ntion based on 20s’ university students’ who are the mai n clients of upcycling fashion market henceforth. Their p ersonal characteristics including fashion innovativeness an d sustainability, and item characteristics including aestheti cs, practicality, and textile are considered.
 The survey was conducted by 140 people of Korean 20s’ university students. IBM SPSS Statistics 21 has been use d to conduct analyses followed. Frequency, factor, reliabil ity, correlation and multiple regression analysis.
 Items are consisted of demographics, personal characterist ics, and item product characteristics that are considered c rucial when purchasing upcycling fashion items. Minor ca tegories of personal characteristic are fashion innovativene ss and sustainability. Minor categories of product characte ristics are aesthetics, practicality and textile. Multiple-alter native question for demographics items and five-point Lik ert scale or personal characteristics and product characteri stics items has been used. Result of the analysis is follo wed.
 First, while ‘aesthetics’ , ‘textile’, and ‘purchase intentio n’ was significantly effected by ‘fashion innovativeness’, ‘practicality’ wasn’t. Second, while ‘practicality’ and ‘pur chase intention’ were significantly effected by ‘sustainabil ity’, ‘aesthetics’ and ‘textile’ weren’t. Third, in the relati on of product characteristics and purchase intention, ‘aest hetics’ and ‘textile’ showed a significant effect to ‘purcha se intention’ while ‘practicality’ didn’t.
 Significance of this paper is that it has gone through add itional step between personal characteristics and purchase intention which is product characteristics. Thus, a further more accurate analysis of upcycling fashion item purchas e intention is identified.

Fostering Sustainable Fashion Innovation: Insights from Ideation Tool Development and Co-Creation Workshops

Idea generation is often considered the biggest influence on both the value creation and sustainability of a product–service system. Although several researchers have put forward sustainable innovation tools, there has been limited research into potential tools that can support the ideation stage for future sustainable fashion professionals. In this study, we aim to address this gap by (1) critically examining the management control systems that support the ideation phase and how different types of tools assist sustainability innovation, (2) investigating the potential value of co-creation in the ideation phase, and (3) evaluating a sustainable fashion toolkit designed for use in co-creation workshops. The proposed application of the toolkit was tested with designers, marketers, and entrepreneurs in several co-creation workshops (n = 147) that examined the users’ experiences and the toolkit’s usefulness using task analysis. In-depth interviews with industry professionals and educators were also conducted to identify the key criteria for optimal tool development and use in both industrial and educational contexts. This study contributes at a theoretical level by proposing a sustainable fashion innovation tool that considers management control systems and practical guidelines for tool development and by delineating implications for the future of sustainable fashion education and skills.

Open innovation in Italian high-end fashion: an analysis of network tie formation by new ventures

AbstractUsing a multiple case study of Italian high-end fashion, we analyze how new ventures pursue an open innovation by forming network ties to facilitate symbolic value propositions. We identify three strategies to form these ties: leverage of extant ties, Product exposure, and Entrepreneur exposure. Discussing the specificity of our empirical setting, we find that the identified strategies accommodate an industry context where market value is socially constructed and uncertainty is high. As a result, rather than being set by entrepreneurs, symbolic value propositions result from a mix of multiple diverse network ties. New high-end fashion ventures form these ties by applying strategies facilitating flexibility through open-ended search.

The skills of fashion: guild conflicts between bonnetières-coiffeuses and merchant mercers over enjolivement in eighteenth-century Rouen

Abstract This article examines the history of women’s coiffure in eighteenth-century France beyond its visual representations. Focusing on the city of Rouen, it adopts the perspective of the trades involved in the creation of coiffures, and in particular the legal conflicts between the female guild of bonnetières, brodeuses, enjoliveuses and coiffeuses and the merchant mercers over the business of embellishment. Emphasizing the interactions between male and female workers in the fashion trades, the study seeks to identify the impact that the acceleration of fashion innovation had on the practices of fashion workers and the ways in which they conceptualized the skills involved in the production of fashion novelties.

Fashion innovation through an innovation ecosystem – a research agenda

ABSTRACT This paper employs the paradigm of an innovation ecosystem to stimulate fashion innovation. This study applies an integrative literature review on fashion innovation, innovation ecosystem and policy-driven innovation, proposes a theoretical framework – fashion innovation ecosystem and streams future research directions. The findings suggest the innovation ecosystem is an inclusive, constructive and systematic lens and contribute to the management of fashion innovation. A mechanism of policy-driven fashion innovation is proposed to stress the role of government as a key actor in the fashion innovation ecosystem. It identifies five research directions from the theoretical framework of the fashion innovation ecosystem, namely fashion innovation measurement, research methodology, policy-driven fashion innovation, fashion sustainability innovation ecosystem and open innovation. The study contributes to the theoretical development of fashion innovation management and innovation ecosystem; has practical implications for innovation strategy in the fashion sector; will benefit policymakers in formulating policy and fostering the institutional environment.

Fashion's engagement with Politics and the role of Politics in Fashion

This study aims to identify and analyse the influencing factors on the processes of diffusion between fashion and politics as well as to determine forms and methods of their interaction which now appear to emerge as a separate topic for scientific research (e.g. aestheticism within political life and political dimension of the fashion itself). On the basis of an interdisciplinary approach, politics and fashion are comprehensively analyzed as two important social regulators. This analysis uses historical sources, theoretical and methodological developments of Ukrainian and foreign scientists who studied the process of diffusion between fashion and politics. Such processes of diffusion were identified and considered accordingly within the most significant factors of influence: politics is the dictator of fashion; fashion is a symbol of a political movement; political leaders are dictators of fashion; fashion is the language and weapon of fashion designers. A comprehensive analysis showed that over the centuries in all contries of the world fashion performed the role of an identifier of the social stratification of society, was an indicator of social status, a reflection of political processes. Fashion is considered as an ideological imagery of a political movement and a symbol of the idea represented by an image. Also, functions of fashionable symbols have been revealed. It was determined that national revolutionary movements and wars influence fashion innovations, in particular, the development of patriotic clothing style (national clothing style; revolutionary fashion; military fashion). The process of diffusion is considered based on the analysis of the visual image of political leaders. It has been determined that the visual image plays an important role in the formation of the image of the state, as it is shaped within the consciousness of society and with the help of associative connection. Fashion also plays an important role in the evolution of political identities. Conceptual presentations of fashion collections have been proven to be a spectacular and an effective form of diffusion between fashion and politics. Such shows present a scenographic character of protest and manifest and are powerful and effective in influencing collective political consciousness of a society. Since the visuality is a priority in postmodern culture, one of the relevant topics for further research will be the issue of design and fashion in the field of political imagelogy of the post-war period in Ukraine, which will also encompass topics on development strategies and methods as well as influencing factors and effective tools.