ABSTRACT This paper documents a collaborative, co-production project that ran in May 2021 between students of Pearl Academy, India, and Manchester Fashion Institute (MFI), MMU, Manchester, UK. The project titled, The Craftisan Project, aimed at co-producing visual content, still and moving image,along with a social media posting plan and,in some cases,brand names and logos for the participating artisans from Bhuj in Gujarat,India. The paper reports on the project in terms of the initial planning, soliciting student participation through statements of intent and why, the execution, the outcomes and reflections from all the participants. Feedback from the artisans on the efficacy of the films and plans pitched was also sought and is reported. The paper also reports on the mixed pedagogical approach followed for the project, combining theoretical information transfer through structured masterclasses, followed by group tasks, pitch presentations, discussions, individual and group studio practice and group tutorials. Category: Testimonial. Theme: 2. Challenges for sustainable fashion production. Sub Theme: The meaning and expressions of made-to-order fashion, slow-fashion, handcrafted fashion, locally made fashion and fair-made fashion.

ABSTRACT This study examines how influencer marketing mechanisms shape Generation Z consumers’ attitudes and purchase intentions toward influencer-promoted fashion and beauty products across emerging market contexts. The findings show that influencer credibility, social influence, parasocial interaction, and customer-to-customer interaction all have significant positive effects on attitude, which in turn strongly predicts purchase intention. While the drivers of attitude remain consistent across countries, the relationship between attitude and purchase intention varies, with stronger effects observed in Albania and North Macedonia than in Romania. These results suggest that attitude formation in influencer marketing is relatively stable, whereas the translation of attitude into behavioral intention is more sensitive to contextual factors. The study also highlights the importance of relational and social mechanisms, showing that influencer effectiveness is not driven by credibility alone but by the combined influence of emotional connection and social interaction. This study contributes to the literature by integrating multiple influencer-related mechanisms within a single framework and providing cross-country evidence that distinguishes between stable attitudinal processes and context-dependent behavioral outcomes in emerging markets.

The rapid development of the fashion industry has led to increasing environmental problems due to textile waste and the use of environmentally unfriendly materials. This study aims to analyze the potential innovation of kur rope bags as an environmentally friendly fashion product with high economic value. The research method used is a descriptive qualitative method through observation, literature study, and documentation of the kur rope bag manufacturing process. The results show that kur rope has strong, durable, and flexible characteristics, making it suitable for use as a basic bag material. Innovation in design and weaving techniques can increase the aesthetic value and marketability of the product. In addition, kur rope bags have the potential to become a promising business opportunity and support the empowerment of the community's creative economy. With growing awareness of sustainability, kur rope bags can become an alternative fashion product that not only reduces environmental impact but also creates new market opportunities. Therefore, the development of this product is expected to contribute positively to reducing textile waste and strengthening the local economy through the creative industry.

Vocational education in fashion aims to equip students with theoretical knowledge and practical skills relevant to the demands of the industry. In the Fashion Education curriculum, Fashion Technology is positioned as a basic course that supports applied courses such as Children's Fashion Production. This study aims to examine the influence of the learning outcomes of the Fashion Technology course on the learning outcomes of students in the Children's Fashion Production course. This study uses a quantitative approach with an ex post facto design. The population consists of 82 students of the class of 2023 of the Fashion Education Study Program at Semarang State University, and a total sampling method was used. Data is collected through documentation of student academic data records. Data analysis included descriptive statistics and inferential analysis using simple linear regression with SPSS version 26. The results of the regression analysis showed that the learning outcomes of Fashion Technology had a significant positive influence on the learning outcomes of Children's Fashion Production (F = 24.655; p < 0.05). The coefficient of determination (R²) was 0.233, indicating that Fashion Technology contributed 23.3% to the variance in student achievement in Children's Fashion Production. The regression coefficient (B = 0.457) showed that higher achievement in Fashion Technology was associated with better performance in applied courses. These findings affirm the importance of Fashion Technology as a foundational course that supports students' success in practical fashion production and highlight the need for strong alignment between basic and applied courses in fashion vocational education.

Mastery of fashion pattern engineering competencies is a fundamental requirement for success in applied fashion production learning. This study aims to examine the relationship between learning outcomes in the Fashion Pattern Engineering course and the Women’s Fashion Production course among students of the Fashion Education Study Program at Universitas Negeri Semarang, class of 2024. A quantitative ex post facto design was employed, involving 85 students selected through saturated sampling. Data were obtained from official academic records and analyzed using descriptive and inferential statistics, including the Shapiro–Wilk test, Levene’s test, and Spearman rank correlation. The results indicated that the data were not normally distributed but homogeneous. A positive and significant correlation was found (r = 0.447; p < 0.001), categorized as moderate. These findings suggest that pattern engineering competence contributes to student achievement in fashion production. Therefore, strengthening instructional integration and supporting learning factors is necessary to improve learning outcomes.

Purpose This study examines the micro-factory model as a sustainable alternative to conventional fashion manufacturing. Focusing on a Korean fashion micro-factory, it explores how localized production, skilled labor, and sustainability-oriented practices are mobilized to address environmental and operational challenges associated with globalized supply chains and fast fashion systems. Design/methodology/approach The study adopts a qualitative single case study methodology informed by the resource-based view (RBV). Data were collected through semi-structured interviews, non-participant observations, and photographic documentation to examine how physical, human, and organizational resources are configured within a fashion micro-factory to support slow fashion production. Findings The findings show that Korean fashion micro-factories leverage co-located production infrastructure, multi-skilled labor, and flexible organizational routines to enable small-batch, on-demand manufacturing. While financial constraints and scalability limitations persist, the case demonstrates how micro-factories enhance resilience and sustainability by optimizing internal resources and strengthening localized supply chain relationships. Practical implications The study offers practical insights for fashion entrepreneurs, manufacturers, and policymakers seeking sustainable production alternatives. It highlights the value of investing in localized manufacturing, skill development, and flexible production systems to support resilient and resource-efficient fashion supply chains. Originality/value This research contributes empirical evidence to the underexplored micro-factory literature within fashion studies. By integrating slow fashion principles with the RBV, the study demonstrates how small-scale, localized production systems can function as strategic resources that support sustainability and competitive advantage.

Value signaling has emerged as a crucial mechanism in shaping consumer evaluations, with prior research highlighting how scarcity-based cues convey exclusivity and enhance perceived value. In this vein, scarcity operates not merely as a supply constraint but as a symbolic signal that shapes consumers’ perceptions of exclusivity and desirability. By reinforcing identity-relevant meanings, scarcity enhances perceived brand value and strengthens consumers’ affective and behavioral responses. This paper advances a meaning-based perspective by examining how scarcity, framed in marketing communication, influences consumers’ willingness to buy luxury products through perceived aesthetic appeal. Across two experimental studies involving fictitious luxury collectibles and fashion products (Study 1, N = 139; Study 2, N = 169), findings show that high (vs. low) scarcity message framing increases purchase intention by enhancing perceived aesthetic appeal. However, such a mechanism is not uniform across consumers: Drawing on status consumption theory, the results demonstrate that the positive effect of aesthetic appeal on willingness to buy is significantly stronger among consumers with a high (vs. lower) status consumption orientation, while scarcity cues may even dampen purchase intentions among low-status-oriented consumers.

The rapid proliferation of Artificial Intelligence (AI) has fundamentally restructured the relationship between brands and consumers. This research provides a comprehensive systematic literature review of the multifaceted influences of AI on consumer behavior, aggregating data from a high-quality sample of English-language articles retrieved from the Web of Science. The study evaluates the interdependence of AI technologies with consumer attitudes, preferences, and complex decision-making processes. Key areas of investigation include the positive reinforcement of consumer attitudes through AI, the potential pitfalls of algorithmic recommendations, and the evolving landscape of privacy risks associated with AI-driven recommendation agents. Furthermore, the study explores niche applications such as GAN-generated fashion products, AI’s role in ethnic sectors, and the service automation frameworks of Industry 4.0. The findings demonstrate that while AI significantly enhances personalization and predictive accuracy, it simultaneously introduces challenges regarding "information cocoons" and data transparency. By synthesizing academic and industrial insights, this paper provides a robust foundation for marketers and researchers to understand how AI-powered applications, from the Internet of Things (IoT) to generative models, are redefining the service profit chain and consumer satisfaction in the modern digital economy.

This study aimed to develop an innovative fashion design by integrating the cultural heritage of Semarang Regency, Indonesia, with a traditional Japanese decorative technique. Specifically, the study explored the application of the sashiko technique to classic elegant womenswear inspired by Gedong Songo Temple. The research employed a Research and Development (R&D) method to design, produce, and evaluate the clothing product. The findings showed that the application of the sashiko technique resulted in a distinctive and visually appealing fashion product. The garment was designed as a convertible outfit that can be styled in three different looks, which enhances its aesthetic and functional value. Its main uniqueness lies in the harmonious cultural contrast created through the integration of local Indonesian heritage and Japanese textile ornamentation. The architectural elements of Gedong Songo Temple were successfully transformed into dynamic textile motifs through the use of the hitomezashi sashiko pattern. Expert validation indicated that the product achieved an average score of above 4.0, which categorized it as highly feasible for use. The study concludes that the sashiko technique functions not only as a decorative element but also as a means of enhancing the aesthetic value, exclusivity, and cultural significance of fashion products rooted in local wisdom. This design may also serve as a source of inspiration for future fashion innovation.

The rapid growth of social media has significantly influenced consumer behavior, particularly among Generation Z in the fashion industry. Digital platforms such as Instagram and TikTok have become important sources of information that shape trends, preferences, and purchasing decisions. One psychological phenomenon that emerges in this environment is Fear of Missing Out (FOMO), which refers to the anxiety individuals experience when they feel they might miss popular trends or experiences shared by others. This study aims to explore the phenomenon of FOMO within the shopping lifestyle of Generation Z and its influence on purchase intention and repurchase interest toward fashion products. This research employs a qualitative approach with a phenomenological method to understand the subjective experiences of Generation Z consumers in responding to fashion trends on social media. Data were collected through in-depth interviews with participants who actively use social media and frequently purchase fashion products online. The findings reveal that the intensity of social media exposure encourages the emergence of FOMO, which influences consumer interest in purchasing trending fashion products. Influencers and digital promotions further strengthen purchase intention by creating social validation and urgency. Additionally, positive purchasing experiences and brand engagement on social media contribute to increasing repurchase interest.

This paper presents the rich heritage of Indian folk and tribal art forms and culture. Art traditions such as Madhubani, Warli, Gond, Patta Chitra, Bhil and other folk and tribal practices have historically served as powerful visual expressions and are now being reinterpreted to address present day cultural, political and technological contexts.The study examines how traditional folk and tribal art forms of India are adapted and integrated into contemporary art and design practices. It explores the transformation of traditional motifs, symbols, borders, color schemes, and compositional styles within modern creative fields such as digital art, textile and fashion design, product design and mixed-media artworks. Though visual analysis and selected examples, the paper highlights how artists and designers creatively integrate traditional aesthetics with modern materials, techniques, and conceptual frameworks while preserving cultural authenticity.The fusion of art and design further emphasizes the impact of modern technology and digital tools in revitalizing folk and tribal art forms. Digital platforms, design software and online marketplaces enable artists to experiment with innovative materials, and contemporary design processes. These tools have broadened creative possibilities, allowing traditional motifs to be reinterpreted in new mediums such as sustainable textiles, contemporary fashion, home décor, and multimedia installations. At the same time, the paper considers the challenges of maintaining authenticity and the cultural integrity of these art forms while engaging with global audiences and commercial markets.The study concludes that the integration of Indian folk and tribal art forms into contemporary art and design contributes to cultural sustainability and creative innovation. By bridging tradition and modernity, these art forms continue to evolve while maintaining their cultural significance, relevance, and aesthetics richness, ensuring their continuity and resonance in an increasingly globalized and interconnected world.

Warli art is one of the most prominent tribal art forms of India, originating from the Warli tribe of Maharashtra. Recognized for its simple geometric forms, monochromatic palette, and depiction of nature, rituals, and community life, Warli art reflects indigenous knowledge systems and deeply rooted cultural narratives. Traditionally executed using white pigment on earthen brown surfaces, this art form serves as a visual language that communicates social values, beliefs, and harmonious coexistence with nature. In recent years, the fashion and textile industry has shown increasing interest in incorporating traditional art forms into contemporary design practices as a means of promoting sustainability, cultural preservation, and ethical design. This study explores the adaptation of Warli art motifs into contemporary textile design for fashion and lifestyle applications. The research process involves systematic motif extraction from traditional Warli paintings, followed by stylization and design development while retaining the essence and symbolic significance of the original art form. Both traditional and modern textile techniques such as hand block printing, screen printing, embroidery, and digital printing are explored for motif application on various fabrics. The study further evaluates the design potential, relevance, and acceptance of Warli-inspired textiles through visual analysis and user feedback. Findings indicate that Warli motifs, when sensitively adapted and thoughtfully placed, enhance the aesthetic appeal of contemporary fashion products while maintaining cultural authenticity. The research focuses on motif extraction, stylization, design development, and application through traditional and modern textile techniques. The study also evaluates the relevance, acceptance, and design potential of Warli-inspired textiles in contemporary fashion. The findings indicate that Warli art motifs, when thoughtfully adapted, can successfully enhance modern fashion and lifestyle products while preserving cultural authenticity.

This study is motivated by the low visibility and limited acceptance of Kediri woven textiles among younger generations, despite their strong cultural, aesthetic, and historical value. The objective of this research is to analyze consumer perceptions, perceived value, and factors influencing purchase decisions among young consumers toward Kediri weaving–based fashion, as well as to formulate appropriate design and branding strategies aligned with contemporary market needs. A qualitative case study approach was employed through in-depth interviews, focus group discussions, observations, and social media analysis involving 25 female informants aged 18–35 years. The findings reveal that young consumers hold positive perceptions of the cultural and aesthetic value of Kediri weaving. However, purchase intentions are hindered by limited design variation, perceptions of traditional rigidity, and relatively high prices. These findings indicate a gap between the cultural value embedded in the product and the lifestyle expectations of young consumers. The study implies that design innovation, storytelling strategies, and value proposition alignment combined with cost efficiency are essential to enhance product competitiveness. Kediri woven textiles have strong potential to be repositioned as contemporary fashion products when redesigned through a culturally grounded yet youth-oriented approach that integrates heritage values with modern consumer preferences.

This study aims to describe and analyze the effect of price and product quality on purchasing decisions of Erigo fashion products on the Shopee application, both partially and simultaneously. This research employed a survey approach using descriptive and quantitative methods. Data were collected through questionnaires distributed to 50 students of the Institut Bisnis dan Informatika Kosgoro 1957 and analyzed using SPSS version 26. The validity test results indicate that all questionnaire items have Corrected Item–Total Correlation (CITC) values above 0.30, while the reliability test results show that the Cronbach’s Alpha values for all variables are greater than 0.60, indicating that the research instruments are valid and reliable. Descriptive analysis results show that the price variable has the highest score of 211, reflected by the discount or promotion dimension with the indicator of discounted price and promotion. The product quality variable also records the highest score of 211, reflected by the feature dimension with the indicator of features that facilitate ease of use, while the lowest score is found in the durability indicator at 181. For the purchasing decision variable, the highest score of 218 is reflected by the information search dimension with the indicator of pre-purchase information-seeking activity. Hypothesis testing results reveal that price has a positive and significant effect on purchasing decisions, as indicated by a t-value of 6.099, which is greater than the t-table value of 2.012. Product quality also shows a positive and significant effect with a t-value of 2.256, which is greater than the t-table value of 2.012. Simultaneously, price and product quality have a significant effect on purchasing decisions, as indicated by an F-value of 112.410, which is greater than the F-table value of 3.20, and a coefficient of determination (R²) of 0.845, meaning that 84.5% of the variation in purchasing decisions can be explained by price and product quality. Therefore, the purchasing decisions of students toward Erigo products on Shopee are primarily influenced by competitive pricing through promotional programs and product quality reflected in ease-of-use features, although product durability still needs improvement.

Abstract Recommendation explanations are crucial in helping users make informed and confident decisions, especially in domains such as fashion, where personal style and preferences play an important role. While previous studies have predominantly used review data for explanations, the review-based method requires the availability and quality of a good number of reviews. To address this issue, we investigate the effectiveness of content-based recommendation explanations in fashion recommender systems. Using a Large Language Model (LLM) and deep learning techniques trained on fashion attribute data, we developed a framework that extracts essential visual information from product images and generates user-tailored explanations. This approach allows us to generate customized explanations at various levels—basic, simple, and detailed—for each recommendation. We developed a My Own Style (MOS) interface that displays fashion products, recommendations, and explanations. Our user study with 211 participants showed that detailed explanations, especially when combined with diversity-based algorithms, significantly improved user satisfaction and trust in fashion recommendations. This study contributes to clothing and textile research by providing guidelines for fashion-specific LLM prompts and demonstrating the effectiveness of LLM-generated explanations in fashion e-commerce. Our findings point the way to more personalized and transparent AI-driven fashion recommender systems that improve user experience and style exploration in fashion e-commerce.

The study investigates the theoretical and practical foundations of classical women’s fashion design and production, positioning it within the framework of sustainability and modern technological innovation. In an era dominated by fast fashion and rapidly shifting trends, the classical style remains a symbol of stability, cultural continuity, and refined taste. However, the absence of a systematic, science-based approach to its creation has led to inconsistencies in design and quality. The research develops a Three-Dimensional Theoretical Model that unites historical-canonical, aesthetic-functional, and technological-technical dimensions into a coherent methodological system. Through historical-typological, stylistic, and comparative analyses, the study explores the practices of leading international brands—Max Mara, Dior, Chanel, and Zara—between 2021 and 2025. Empirical data derived from corporate sustainability reports, design archives, and industry databases reveal how classical aesthetics align with technological precision and sustainability principles. The findings demonstrate that the preservation of the classical canon depends on the integration of three key factors: historical continuity, aesthetic harmony, and technological advancement. Luxury brands such as Max Mara, Dior, and Chanel exemplify this balance, achieving longevity and quality through craftsmanship and innovation, while Zara represents an adaptive “mass classicism” model suited to the fast-fashion segment. The proposed model provides a structured foundation for contemporary fashion design theory and offers practical applications for sustainable, high-quality garment production. It reaffirms the classical style’s relevance as a timeless, ethical, and technologically adaptive system in modern fashion.

The changing marketing strategies and environmental impact has brought the drastic transformation in the way of making customers apprised with the marketing tools like promotion and discounts. This study measures the effect of discounts and offers on customer satisfaction among shoppers of clothing and fashion in organized retail. The study gives an overview of the variables that influences the buyer's decision of buying and also to look at the buyer’s perception on the discount and promotional offers given by organized retailers of fashion and clothing products. The objective of this study is to ascertain the effect of offers and discounts given by organized retailers on customer satisfaction.

In the face of global resource constraints and growing environmental challenges, it is crucial to prolong the longevity of garments, thereby slowing down resource consumption and waste in the fashion industry. Previous literature has focused on emotional attachment as the main direction for prolonging the longevity of clothing, such as the relationship between the wearer and the clothing and encouraging increased enjoyable wearing experiences and meaningful memories. However, the reasons why people use clothes for longer are complex. Previous research by the authors has shown a positive relationship between slow fashion and well-being. Building on this premise, this study aims to understand the factors that may increase clothing longevity from a consumer well-being perspective. It explores factors that link well-being with fashion and whether these influence people to keep clothing for longer. Firstly, we conducted semi-structured interviews with 38 Chinese participants to examine the relationship between fashion and well-being and to identify the specific fashion attributes that may contribute to their sense of well-being. Then, based on the results, 763 Chinese consumers were surveyed via an online questionnaire to assess which factors are more important when it comes to keeping a fashion product for a longer period of time. Results show that clothing characteristics related to multiple dimensions of well-being have different degrees of influence on clothing retention. The most significant factor was comfort, followed by clothing that felt active and sporty, and then with figure-skimming clothing that gave the wearer a positive body image. Other significant aspects were interesting and creative, personalization, containing emotions and memories, exquisite craftsmanship, showing taste, enhancing the quality of life and philanthropic meaning. Based on these findings, a conceptual model is proposed for crafting slow fashion products designed for extended consumer use, while also fostering a culture of slow fashion consumption.

Purpose This study explores the complexities of managing fashion product development (FPD), a multidisciplinary process influenced by fast trends, shifting consumer demands, market dynamics and sustainability. It examines these challenges and identifies effective leadership and project management strategies for the FPD process. Design/methodology/approach In-depth interviews with key informants from leading Pure play and Omnichannel fashion retailers were conducted as part of a qualitative research strategy. Findings The study highlights how external factors complicate the FPD process and how project management methods can support it. The research introduces two key contributions: a Matrix of FPD Challenges and Project Management Solutions, and an Adaptive FPD Strategy Framework. These contributions fill gaps in existing FPD literature, highlighting how current practices differ from earlier research. Research limitations/implications The findings are confined to UK fashion pureplay and omnichannel retailers, despite their global operations. Practical implications Fashion brands can use these findings to improve their management strategies for FPD processes. The study provides tools to boost efficiency, helping streamline processes, overcome challenges and stay competitive in the fast-changing fashion market. Originality/value This study introduces an adaptive framework that integrates established project management principles with the unique demands of FPD. This contribution advances FPD theory and enriches FPD research by formalising a structured yet flexible model for managing complexity and uncertainty.

This paper analyses the RHITA (ResHaping made in ITAly) project, presenting it as both a theoretical and operational laboratory for structurally rethinking the fashion system through the paradigm of expanded materiality. Drawing on Spinoza’s immanentist materialism and Barad’s agential realism, the essay describes fashion as an interactive system in which matter, bodies, technologies, and territories are interconnected and constantly evolving. In this perspective, the fashion product is no longer a stable object but a temporary assemblage of heterogeneous forces and dimensions, both physical and digital.The visual identity of the RHITA project is based on broader reflections arising from two phenomena observable in quantum physics – the entanglement and the gravitational field - used as metaphors for the ability to attract and connect elements that appear distant or unrelated. Digital technologies are not understood as tools of dematerialisation, but rather as devices that enrich matter by multiplying its levels of existence. Sustainability, instead, is reinterpreted not only as a necessary condition for the project’s existence and for optimizing a drifting system, but also as a form of systemic friction.The paper concludes with a draft manifesto of ten principles proposing an intra-active fashion approach oriented toward ecological co-responsibility, co-evolution with the digital realm, and the construction of sustainable plural futures.