Fashion and the metaverse: Implications for consumers and firms

Donvito Raffaele,Acuti Diletta,Song Sanga 한국마케팅과학회 2024 Journal of Global Fashion Marketing Vol.15 No.1

The metaverse is transforming the fashion industry, offering novel consumer experiences and inventive prospects for businesses. This special issue delves into consumer behavior, business strategies, and future research avenues within the intersection of fashion and the metaverse. Key findings highlight consumer values guiding metaverse fashion consumption and the role of avatar resemblance in purchase intent. Firms leverage the metaverse for innovation through NFTs and immersive experiences. Distinct motivations guide luxury and fast fashion firms into the metaverse, where NFTs wield substantial influence over the fashion landscape. A stakeholder engagement framework facilitates navigation, and an industry-accepted definition of digital fashion categorises end- products. However, challenges such as psychological well-being, technology addiction, data privacy, and legal concerns must be addressed to ensure a safe and ethical metaverse experience for fashion consumers.

Renaissance of marketing and management in fashion

Raffaele Donvito 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.3

This special issue was jointly conceived together with the 2015 Global Fashion Management Conference at Florence entitled “Renaissance of Marketing and Management in Fashion” organized by the Global Alliance of Marketing & Management Associations and co-hosted by the Italian Marketing Society (SIMktg), the International Textile and Apparel Association, the Korean Scholars of Marketing Science, and the University of Florence. This article aims to inspire scholars and practitioners activating a dynamic dialogue between Renaissance facets and the results of contemporary research about luxury fashion marketing phenomenon presented in this special issue (i.e. luxury fashion branding, product, pricing, communication, and social media).

Creative networks in Florence and Paris: empirical results on project networks

Raffaele Donvito,Gaetano Aiello,Silvia Ranfagni 한국마케팅과학회 2013 마케팅과학연구 Vol.23 No.4

This article addresses the topic of creativity at the geographic territory level from a network perspective. Its objective is to propose an innovative representational model of creative networks in geographical territories that is suitable for analyzing the process of the management of creativity. This model aims to go beyond the boundaries of the creative industries (Florida,2002; Stolarick & Florida, 2005) by identifying specific territorial networks with creative content. The new perspective adopted is based on the construction of project networks (Ramos & Ford, 2009). In order to identify territorially-based creative project networks, the authors utilize the concept of the network mobilizer (Mouzas &Naude´, 2007). Some managerial implications derive from the proposed model. With it, actors involved in territorial networks enhance their capabilities to know their network position and their contribution to creativity generation. The empirical research involves the territories of Florence and Paris, which historically have been distinguished by creativity. These territories are analyzed with a focus on high symbolic value goods. The methodology is based on face-to-face indepth interviews with 10 network mobilizers. Through the perceptions of these network mobilizers, 15 project networks have been discovered. These project networks have been recreated based on the network picture (Ford & Redwood, 2005) outlined by the same mobilizers. The approach of this article is to focus on the creative content of the network interactions, rather than on the analysis of phenomena correlated with actors in the creative industries (Cooke & Lazzeretti, 2008; Lazzeretti, Boix, & Capone, 2008)linked to a territory. The perspective adopted in the model is based on the construction of project networks (Ramos & Ford, 2009), that is to say networks in which several actors participate, with the aim of realizing a specific, shared project. In order to identify territorially-based creative project networks, the authors utilize the concept of the network mobilizer (Mouzas & Naude´, 2007), that is, those particular actors who assume the position of network activator through the process of mobilization of activities and resources. The main theoretical result of the research is the generation of an innovative model for representing creativity at a territorial level that integrates a mainly qualitative analysis perspective together with quantitative tools. Some relevant managerial implications derive from the proposed model. With it, actors involved in territorial networks enhance their capabilities to know their specific network position and their contribution to creativity generation. It leads to a more acknowledged development of network relations, where actors increase their capabilities to shape a set of activities and resources to share within the network in order to strengthen creativity. The empirical research refers to the territories of Florence and Paris, which historically have been distinguished by creativity. In both territories, potential network mobilizers have been identified by the authors. Through the perceptions of these network mobilizers, project networks with potential implications for the Florentine and Parisian territories have been discovered and investigated. These project networks have been individually recreated based on the network picture (Ford & Redwood, 2005)outlined by these same mobilizers. The methodology is based on face-to-face in-depth interviews with 10 potential network mobilizers.

THE LUXURY DIMENSIONS IN THE AREA OF SOCIAL MEDIA:AN EXPLORATION OF LUXURY BRANDS ASSOCIATIONS

Gaetano Aiello,Raffaele Donvito,Valentina Mazzoli,Laura Grazzini 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

The aim of this paper is to investigate, through a content analysis, the communication strategies used by luxury fashion brands on Twitter and the related Twitter eWOM, with the purpose to identify brand associations compared to luxury dimensions considered in literature (De Barnier et al. 2012; Godey et al. 2014). Within the luxury fashion environment, where every detail is meaningful and, consequently, every single word matters, this study attempts to provide a contribution into the field of luxury advertising, by comparing semantic fields of words chosen by digital fashion marketers and by popular fashion bloggers to the dimensions that define the luxury construct in luxury literature.

EXCLUSIVITY VERSUS ACCESSIBILITY: CAN SOCIAL MEDIA REPRESENT AN OPPORTUNITY FOR LUXURY BRANDS IN ITALY?

Gaetano Aiello,Raffaele Donvito,Diletta Acuti,Valentina Mazzoli 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

In recent years, the spread of social media and other digital tools and its massive acceptance have revolutionized marketing practices such as advertising and promotion (Hanna, Rohn and Crittenden, 2011) by changing the approach of communication between consumers and brands (Henkkig-Thurau et al. 2004) and the sources of information about products, services or brands for consumers (Kozinets, 1999). On the one hand, these changes have provided consumers of the additional power to influence other buyers by sharing ideas and experiences about products, services or brands (Ioanăs & Stoica 2014). On the other hand social media websites allow business to engage and interact with users by increasing sense of intimacy with consumers and building strong relationships with potential customers (Mersey et al. 2010). Therefore, the incomparable efficiency of social media has induced industry leaders to participate in Facebook, Twitter, Instagram and others, with the aim to succeed in online environments (Kaplan and Haenlein 2010). Furthermore, brands are motivated to develop social network campaigns for gathering consumers’ personal information useful to targeting or personalising future marketing strategies (Noort, Anthenius and Verlegh, 2014). This situation have brought many authors, especially interested in luxury industry, to investigate on social media as a new way for luxury firms to communicate with consumers and influence their purchases. One of the main objectives for literature was to understand if luxury products, related to prestige, uniqueness and exclusivity values, could be express using channels accessible to everyone, such as social media. Indeed, in this era of the “democratization of luxury” (Atwal and Williams 2009), luxury brands are dealing with the challenge of using mass marketing tools and at the same time emphasizing the exclusivity dimension of their products (Okonkwo 2010). So as Hennigs states: “As the virtual environment is a place where images, videos and opinions circulate regardless of brand ownership, is it possible to keep a sense of exclusivity around a luxury brand?” (Hennigs, Wiedmann and Klarmann 2012 p. 30). In Italy, the digital population keep growing and the time spent in front of digital devices is increasing; people is becoming more familiar with e-commerce and as a consequence the communication of firms is more transparent (The Boston Consulting Group 2011). In this perspective, this paper aims to analyse the impact of social media marketing on brand equity and consumer behaviour within the Italian luxury economy. Our research has tried to understand this phenomenon from two perspectives; on the one hand, authors have observed digital marketing strategies of some luxury firms, emphasizing the way these brands use social network to promote their products, their special events or their stories. On the other hand, researchers have studied consumers’ approaches to social networks through a survey (Chisnall 1993) delivered to a sample of Italian respondents. The goal of the research is to show how social media have been used by five luxury brands and how they can influence luxury brand equity, by affecting Italian consumer behaviour. With this objective, the authors have analysed the composition of the sample that is active on social networks in order to gather useful demographic information about users. Moreover, this research has been important to discover the most popular platforms for Italian users and the response of some of the major international luxury brands in terms of contents shared on specific social networks. In addition, the survey has represented a great opportunity to understand the influence of social network on consumer behaviour, seeking to measure cognitive, affective and conative responses (Laroche and Mourali 005).

NETWORK AND SUSTAINABLE FASHION MANAGEMENT: A COMPARISON BETWEEN TWO PERSPECTIVES WITHIN REUSE AND RECYCLE.

Gaetano Aiello,Raffaele Donvito,Valentina Mazzoli,Diletta Acuti 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The aim of this research is to investigate firms network of sustainability and fashion management, considering two different perspectives: the provider of waste and the user of waste point of views. This paper, based on a multiple case analysis, tries to find out an integrated way to reduce the environmental impact of fashion firm activities, exploiting a networked supply chain and different subjects along the value chain. This work finally provides two different approaches to sustainability linked to the different business models of the two firms analysed. According to authors’ perspective these two actors represent meaningful examples of successful networked supply chains members showing how an enterprise could reduce its environmental impact becoming an active part of a networked scenario.

The paradox of odd-even price in fashion luxury sector: Empirical evidence from an international direct observation of luxury stores

Gaetano Aiello,Raffaele Donvito,Virginia Vannucci,Beverly Wagner,Juliette Wilson 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.3

Price has always had a key role in the luxury fashion market, because high prices are linked to the uniqueness and the prestige of luxury products and brands. Because of this direct contribution of price to the luxury essence, scholars have partially neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, particularly analyzing a specific pricing strategy that seems to be in contrast with the nature of luxury pricing: the odd-even price (OEP). With the direct observation of physical and digital store windows of 20 luxury brands, this research investigates the role of OEP in the fashion luxury sector. Particularly, this work examines the relationship between the OEP strategy and the luxury level of fashion brands considering both offline and online channels.

ASSESSING ONLINE BRAND EXPERIENCE THROUGH CONSUMER BRAND ENGAGEMENT BEHAVIOR

Valentina Mazzoli,Raffaele Donvito,Laura Grazzini 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

This study aims at identifying a novel framework that further explains the relationship between brands and customers in the online context at different touchpoints (e.g. social media, website) of the customer journey. In pursuing this goal, authors expect online brand experience as the main trigger in determining specific customer brand engagement (CBE) behaviours.

HOW DOES PERSONALITY CONGRUENCE HELP TO EXPLAIN LUXURY BRAND ATTACHMENT? THE RESULTS OF AN INTERNATIONAL RESEARCH STUDY

Laura Grazzini,Raffaele Donvito,Gaetano Aiello,Daniele Pederzoli,Bruno Godey,Klaus-Peter Wiedmann,Chris Halliburton,Priscilla Chan 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The present study contributes to the international literature on brand personality and congruence. There is still a general lack of clarity regarding the measurement of the self-brand congruity construct. Moreover, in the light of international branding research cross-national validation of this measurement is needed. Previous empirical evidence also suggests a positive relationship between brand-self congruity and consumer-brand relationships (i.e. brand attachment) across nations and cultures, but the strength of these relationships requires deeper investigation. The present study therefore aims to test and validate a personality congruence scale at an international level and to measure the effect of congruence on brand attachment with specific reference to the luxury sector. A survey of nearly 1,500 international luxury customers has been conducted. Results confirm that personality congruence is based upon five dimensions (Prestige/Emotion/Trust/Anxiety/Order). In addition, the results highlight the existence and relative importance of the link between “personality congruence” and “brand attachment”. Finally, findings suggest similarities and differences across countries regarding specific dimensions of congruence scale and the personality congruence and attachment relationship. Both theoretical and managerial implications are provided.

THE IMPACT OF DIGITAL TECHNOLOGIES ON LUXURY RETAILERS’ SUSTAINABILITY

Virginia Vannucci,Raffaele Donvito,Silvia Ranfagni 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07