GFMC 2024

Introduction

Global Fashion Management Conference, Milan, 11-14 Jul 2024; Deadline now 31 Jan

INTEREST CATEGORY: SECTORS
POSTING TYPE: Revisits

Posted by: Kyung Hoon Kim

Special Issue of Journal of Global Fashion Marketing

on ‘Digital Fashion Marketing in the Age of Transformation’

Guest Editors:

Heejin (Jeanie) Lim, University of Tennessee, Knoxville, USA

Chung-Wha (Chloe) Ki, Hong Kong Polytechnic University, Hong Kong SAR

Submission Deadlines:

Extended Abstract Submission Deadline: January 15, 2024 (now January 31 – ch)

Full Paper Submission Deadline: August 15, 2024

Introduction:

The 2024 Global Fashion Management Conference (GFMC) will be held in Milan, Italy from July 11 to 14, 2024, with the theme “Marketing & Management in the Age of Digital Transformation.” In line with this, we cordially invite submissions for a special issue of the Journal of Global Fashion Marketing (2022 Impact Factor: 3.8; Q1 CiteScore Best Quartile), a journal widely recognized for its exceptional contributions to fashion marketing research, dedicated to the theme of “Digital Fashion Marketing in the Age of Transformation.”

Scope and Focus:

With the fashion industry undergoing a significant transition towards digitalization, this special issue aims to explore the transformative influence of digital technologies on the fashion sector. The rapid development of digital technologies, including Virtual Reality (VR), Augmented Reality (AR), blockchain, and generative AI, has profoundly reshaped the marketing landscape, and the fashion industry is no exception. This industry, known for its pursuit of novelty and innovation to captivate consumers, is increasingly integrating these technologies into its marketing strategies to evoke a sense of desire, wonder, and fascination with its products among consumers. This wholehearted embrace of novel digital technologies by the industry aligns with consumers who are enthusiastic about adopting new digital platforms and technologies (Noris et al., 2021). Consequently, the decision of whether to embrace these technological advancements has emerged as a pivotal factor in achieving success within the modern fashion industry (Silva et al., 2020).

As practical adoption of digital technologies, by both brand marketers and consumers, continues to grow, and new technologies keep emerging, the already significant academic interest in this phenomenon is also expected to expand. To date, scholars have dedicated substantial efforts to understand the impact of various innovations, including augmented reality try-ons (Baytar et al., 2020), the influential factors in the adoption of mobile shopping applications for fashion (Soni et al., 2019), the characteristics of social media influencers in elevating the effectiveness of influencer marketing (Ki et al., 2020). Additionally, researchers have explored the potential of data-driven personalization within the fashion landscape (Jain et al., 2021), and examined the transformative possibilities presented by the metaverse in fashion marketing (Mogaji et al., 2023). They have also analyzed fashion consumer decision-making journeys in the context of omni-channel marketing (Lynch & Barnes, 2020).

In light of the evolving fashion landscape, with the ongoing integration of cutting-edge digital technologies such as NFTs, virtual influencers, and generative AI, which are further reshaping the fashion marketing domain, there is an urgent need to reevaluate consumer responses, attitudes, and behaviors toward these increasingly advanced technologies. To enrich our understanding of how this new era of transformative digital marketing is reshaping the fashion industry, we welcome original research, empirical studies, theoretical frameworks, and case studies on various aspects of Digital Fashion Marketing, encompassing, but not limited to:

  • Virtual Reality (VR) applications in fashion marketing
  • Augmented Reality (AR) applications in fashion marketing
  • The influence of mobile technology in fashion marketing strategies
  • Metaverse marketing for fashion consumers
  • The influence of blockchain and NFTs on fashion marketing
  • Human and virtual human influencers for fashion marketing
  • Generative AI integration for innovative fashion marketing
  • The role of big data in shaping fashion marketing strategies
  • Eco-friendly digital strategies in fashion
  • Emerging consumer behavior in the digital fashion landscape
  • Innovative digital showrooms for fashion
  • Omni-channel integration in fashion

Your contributions will contribute to the ongoing discourse in this field. We look forward to receiving your submissions.

Submission Information:

  1. Manuscript submission to the 2024 GFMC at Milan: Authors are kindly requested to submit their extended abstract (not exceeding 5 pages, single-spaced), or full paper (not exceeding 20 pages, double-spaced) to the Digital Fashion Marketing in the Age of Transformation track of the 2024 GFMC at Milan via the conference submission system. All submissions will undergo a double-blind review process. To ensure anonymity, please refrain from including any author information in the submission file. Manuscript submission:
  2. Full paper submission to JGFM: Selected papers will be invited to submit full papers to the JGFM special issue on Digital Fashion Marketing in the Age of Transformation. Full papers must be formatted in accordance with the submission guidelines of the Journal of Global Fashion Marketing ().

For More Information:

Guest Editors:

Heejin (Jeanie) Lim, University of Tennessee, Knoxville, e-mail:hlim@utk.edu

Chung-Wha (Chloe) Ki, Hong Kong Polytechnic University, email: chloe.ki@polyu.edu.hk

*They will be happy to assist you with any inquiries or further details regarding the special issue.

2024 Global Fashion Management Conference at Milan:

Journal of Global Fashion Marketing:

References

Baytar, F., Chung, T., & Shin, E. (2020). Evaluating garments in augmented reality when shopping online. Journal of Fashion Marketing and Management: An International Journal, 24(4), 667-683.

Jain, G., Paul, J., & Shrivastava, A. (2021). Hyper-personalization, co-creation, digital clienteling and transformation. Journal of Business Research, 124, 12-23.

Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.

Omnichannel fashion retailing: examining the customer decision-making journey.Journal of Fashion Marketing and Management: An International Journal,24(3), 471-493.

Mogaji, E., Dwivedi, Y. K., & Raman, R. (2023). Fashion marketing in the metaverse. Journal of Global Fashion Marketing, 1-16.

Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2021). Digital fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32-46.

Silva, S. C., Duarte, P., & Sundetova, A. (2020). Multichannel versus omnichannel: a price-segmented comparison from the fashion industry. International Journal of Retail & Distribution Management, 48(4), 417-430.

Soni, M., Jain, K., & Kumar, B. (2019). Factors affecting the adoption of fashion mobile shopping applications. Journal of Global Fashion Marketing, 10(4), 358-376.

2024 Global Fashion Management Conference at Milan

–

  1. Theme:Marketing & Management in the Age of the Digital FashionTransformation
    2. Date:July 11-14, 2024
    3. Conference Type:100% Real Space
    4. Extended Submission Deadline:January 31, 2024
    5. Co-Hosts:

– University of Milan
– Korean Scholars of Marketing Science

  1. Organizer:

– Global Alliance of Marketing & Management Associations
7. Partners:

– SIMktg – The Italian Marketing Association

– University of Florence

– Australian & New Zealand Marketing Academy

– Ritsumeikan University, Japan

–ISCTE-IUL-Lisbon University Institute, Portugal

– ISEM Fashion Business School, University of Navarra, Spain

– Center for Sustainability & Wellbeing, Yonsei University, Republic of Korea

– Pusan National University

  1. Sponsors:

– National Research Foundation of Korea

– Korean Economy & Management Development Institute, Republic of Korea

  1. Conference Co-Chairs:
    – Prof. Lamberto Zollo (University of Milan)

– Prof. Hye-Young Kim (University of Minnesota)

  1. Global Relationship Committee Chair:

– Roland T. Rust (University of Maryland)

  1. Academic Excellence Committee Chair:
    – Charles R. Taylor (Villanova University)
  2. Sponsoring Journals:
    – International Journal of Advertising

– International Marketing Review

– Industrial Marketing Management

– Asia Pacific Journal of Marketing and Logistics

– Journal of Global Fashion Marketing

– Journal of Global Scholars of Marketing Science

– Journal of Global Sport Management

  1. Meet the Editors:

– Chair: Roland T. Rust (University of Maryland), VP of Publications,

– Editors:

Charles R. Taylor (Villanova University), Editor-in-Chief of International Journal of Advertising

  1. Anthony Di Benedetto (Temple University), Co-Editor-in-Chief of Industrial Marketing Management

John Cadogan (University of Leicester), Editor-in-Chief of International Marketing Review

Mirella Kleijnen (Vrije Universiteit Amsterdam), Co-Editor-in-Chief of Journal of Business Research

Giampaolo Viglia (University of Portsmouth), Editor-in-Chief of Psychology & Marketing

Ian Phau (Curtin University), Editor-in-Chief of Asia Pacific Journal of Marketing and Logistics

Eunju Ko (Yonsei University), Editor-in-Chief of Journal of Global Fashion Marketing

Isaac Cheah (Curtin University), Editor-in-Chief of Journal of Global Scholars of Marketing Science

Kihan Kim (Seoul National University), Editor-in-Chief of Journal of Global Sport Management

  1. Workshop:

– Journal of Business Research Workshop: How to Get Published in JBR

– 2024 GAMMA NCA & PLS-SEM Workshop: Combined Usage of the Necessary Condition Analysis (NCA) and Partial Least Squares Structural Equation Modeling (PLS-SEM)

  1. Academic Tracks: 45
  2. Sponsoring Magazine:

– ACCESS

  1. Organizing Committee Chair:
    – Prof. Eunju Ko (Yonsei University)
  2. Local Arrangement Committee Chair:

– Riccardo Rialti (University of Milan)

  1. Proceedings Editor:

– Miyea Kim (Changwon National University)

  1. History of GFMC:

– 2021 GFMC at Seoul (Sogang University in virtual format)


– 2019 GFMC at Paris (ESCP Business School)


– 2017 GFMC at Vienna (University of Vienna)


– 2015 GFMC at Florence (University of Florence)


– 2014 GFMC at London (London College of Fashion)