GFMC 2024

Introduction

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

INTEREST CATEGORY: SECTORS
POSTING TYPE: Revisits

Posted by: Kyung Hoon Kim

Call for Papers: Special Section of Asia Pacific Journal of Marketing and Logistics

on ‘Luxury in the Age of Digital Disruption and Transformation’

Extended Submission Deadline for Extended Abstract: January 31, 2024

Full Paper Submission Deadline: Aug. 15, 2024

The Asia Pacific Journal of Marketing and Logistics (SSCI) will publish a special section on ‘Luxury in the Age of Digital Disruption and Transformation’ for the 2024 Global Fashion Management Conference at Milan (University of Milan, Milan, Italy, July 11-14, 2024).

Luxury brands, such as the globally renowned Louis Vuitton and Rolls Royce, are symbolic of enduring sophistication, exclusivity, historical significance, impeccable craftsmanship, limited availability, and top-tier customer service (Shimul and Phau, 2022). These distinctive characteristics make them operate differently from the majority of other businesses and present them with challenges as they navigate digital transformation. Luxury brands exhibit caution in adopting digital changes, as digital practices effective in other sectors could potentially be counterproductive for the luxury market (Holmqvist et al., 2020). Luxury brands are known for providing personalized services that reflect their brand image, all while maintaining optimum control over customer interactions through their frontline employees. Conventionally, the luxury sector has favored a one-on-one service encounter where customers largely participate passively, with minimal use of digital tools. This highlights the sector’s reluctance to loosen control over customer interactions (Hoang et al., 2023).

Nonetheless, the digital age, propelled by e-commerce, social media platforms, blockchain, artificial intelligence (AI), augmented reality, virtual reality, metaverse, and bots, has drastically transformed both the commercial and cultural arenas, imposing new opportunities and challenges on luxury brands (Joy et al., 2022). The enduring and classic concept of luxury now finds itself in a dilemma with the necessity to evolve in a continuously developing digital landscape (Lee and Youn, 2021). For instance, there exists an inherent tension where social media online presence might dilute the exclusivity of luxury brands, and luxury consumers who are in need for uniqueness may shun products which are becoming popular—a phenomenon referred to as the “reverse-bandwagon” effect (Oc et al., 2023). That said, another line of evidence suggests a contrasting perspective. Luxury fashion entities are acknowledging the essential role of an online presence. Pioneer brands such as Burberry and Chanel are embracing digital platforms to foster a more interactive audience connection. It is forecasted that online luxury sales will continue to grow (Hoang et al., 2023). As this shift towards online grows, it is imperative for luxury brands to adapt and utilize advanced digital strategies and tools to thrive in the modern luxury landscape.

Concurrently, the esteemed craftmanship, which characterizes luxury, is now in competition with the exactitude provided by emerging technologies like AI and automation. The timeless charm of handmade luxury goods is countered by the efficiency of automated production. In a similar vein, luxury brands are increasingly adopting AI to enhance customer experiences with their products. For instance, Gucci and BMW are integrating Artificial Intelligence (AI) into their processes, with Gucci using AI for sneaker development and BMW employing it to innovate new designs. While AI enhances functional value of luxury brands, preliminary evidence has suggested the application of AI to the design process of luxury goods could potentially diminish the perceived prestige and overall consumer perception of the luxury brand. This arises from the inability of AI to emulate human emotions and feelings, which lays the core essence of luxury brands (Xu and Mehta, 2022).

Within the growing blending of digital and physical worlds, luxury brands inevitably need to pave ways forward, and we probably will witness a reshaping of the very definition of luxury. It is clear that the convergence of luxury and digital transformation presents an uncharted territory. The luxury industry is currently awaiting solutions to the challenges and opportunities arising from integrating technology efficiently, and more importantly without compromising the essence of their brand. This special issue aims to understand the implications of digital change on luxury brands and how luxury brands can navigate through digital disruption and transformation. We invite submissions employing both quantitative and qualitative approaches, with a particular interest in studies that incorporate multi-methods and diverse data sets.

Recommended topics include, but are not restricted to:

  • Conceptualization of digital disruption and transformation in luxury
  • Re-defining luxury in digital transformation
  • Influencer marketing and luxury branding
  • The role of AI in shaping luxury consumer experiences
  • Chatbots and service robots in luxury retailing
  • Digital democratization and luxury exclusivity
  • Tension between personalized luxury services and automated digital processes
  • The impact and potential of Virtual Reality (VR) and Augmented Reality (AR) in transforming luxury service experience
  • Omnichannel integration in luxury
  • Digital authenticity and counterfeiting in luxury
  • Consumer psychology in digital luxury shopping
  • Crafting digital narratives in luxury
  • Digital supply chain and logistic management in luxury

Conference Submission and Review Process:Extended abstract should be submitted to the

Luxury in the Age of Digital Disruption and Transformation track of the 2024 GFMC at Milan. All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2024 Global Fashion Management Conference (GFMC) at Milan submission page: . Extended abstract submissions should follow the 2024 GFMC submission guidelines (). The manuscript’s title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and e-mail address. Names and contact information for other authors should be included as well.Manuscripts considered for the special issue should be original contributions and should not be under consideration for any other publication at the same time. Submissions will be evaluated by a double-blind review process.

Among papers initially submitted to ‘Luxury in the Age of Digital Disruption and Transformation’ track of the 2024 Global Fashion Management Conference (GFMC) at Milan, papers selected by the special issue guest editors will be considered for submission to this special issue of theAsia Pacific Journal of Marketing and Logistics on ‘Luxury in the Age of Digital Disruption and Transformation’. Full paper submission to the APJML should follow the submission guidelines of the Asia Pacific Journal of Marketing and Logistics

().

For More Information:

  1. Guest Editors:

– Professor Eunju Ko (Yonsei University, Republic of Korea)

Email: jgfmeditor@gmail.com

– Associate Professor Eugene Cheng-Xi Aw (UCSI University, Malaysia)

Email: EugeneAw@ucsiuniversity.edu.my /eugenecx.aw@gmail.com

  1. 2024 Global Fashion Management Conference at Milan:

Venue: University of Milan, Milan, Italy

Date: July 11-14, 2024

  1. Asia Pacific Journal of Marketing and Logistics

References

Hoang, D., Kousi, S. and Martinez, L. F. (2022), “Online customer engagement in the post-pandemic scenario: a hybrid thematic analysis of the luxury fashion industry”,Electronic Commerce Research, Vol. 23, pp. 1401–1428

Holmqvist, J., Wirtz, J. and Fritze, M. P. (2020), “Luxury in the digital age: A multi-actor service encounter perspective”,Journal of Business Research,Vol. 121, pp. 747-756.

Joy, A., Zhu, Y., Peña, C. and Brouard, M. (2022), “Digital future of luxury brands: Metaverse, digital fashion, and non‐fungible tokens”,Strategic change,Vol. 31 No. 3, pp. 337-343.

Ի(2021), “Luxury marketing in social media: the role of social distance in a craftsmanship video”,, Vol. 33 No. 3, pp. 826-845.

Oc, Y., Plangger, K., Sands, S., Campbell, C. L. and Pitt, L. (2023), “Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning”,Psychology & Marketing, Vol. 40 No. 9, pp. 1704-1709.

Shimul, A. S. and Phau, I. (2022), “Luxury brand attachment: Predictors, moderators and consequences”,International Journal of Consumer Studies,Vol. 46 No. 6, pp. 2466-2487.

Special Issue for International Journal of Advertising

– Sustainability in Luxury and Fashion Brand Advertising

Guest Editors:

Kacy Kim, Bryant University

Harsha Gangadharbatla, University of Colorado Boulder

Yung Kyun Choi, Dongguk University

Sukki Yoon, Bryant University

Extended abstract submissions to the “Sustainability in Luxury and Fashion Brand Advertising” track at the 2024 Global Fashion Management Conference at Milan must be received by January 31, 2024.

Full Paper Submission Deadline: October 11, 2024

In recent times, the discourse surrounding sustainability has permeated the realm of luxury and fashion brand advertising. This shift reflects a broader societal move towards responsible consumption and production. As defined, “sustainability in fashion advertising” encompasses efforts to promote responsible consumer behavior and environmentally-friendly production practices through strategic advertising campaigns. This field is ripe for exploration, uniting expertise from the spheres of advertising, environmental studies, and fashion design.

This special issue seeks to ignite scholarly conversations on the interplay between sustainability and fashion advertising. It aims to be an avenue for interdisciplinary research analyzing the strategies, narratives, and effects of sustainable fashion advertising. As we navigate this theme, we aspire to feature research that not only critiques current approaches but also outlines a visionary path for fostering sustainability in fashion advertising.

Specifically, we are interested in featuring studies that integrate theory and practice, presenting new insights that may assist academics, industry stakeholders, and policymakers in developing a more sustainable approach to advertising in the fashion sector.

Topics

We invite contributions that explore diverse facets, including but not limited to:

  • The evolution of sustainability narratives in fashion advertising.
  • Innovative advertising strategies fostering sustainable consumption.
  • The intersection of brand perception and sustainability in fashion advertising.
  • The role of digital media and technology in amplifying sustainable fashion advertising efforts.
  • Critical analyses of the ethical implications of sustainable fashion advertising.
  • Assessments of the economic and societal reverberations of sustainable initiatives in fashion advertising.
  • Experimental approaches examining consumer responses to sustainable fashion advertising.
  • Surveys investigating consumer perceptions and attitudes towards sustainable practices in fashion advertising.
  • Big data analyses to track and evaluate the reach and impact of sustainable fashion advertising campaigns.
  • Comparative studies using surveys to analyze cultural differences in the reception of sustainable fashion advertising.
  • Leveraging AI to personalize and optimize sustainable fashion advertising campaigns, enhancing consumer engagement and market trend prediction.
  • Integrating AI with advanced technologies such as virtual and augmented reality to create immersive and interactive sustainable fashion advertising experiences.
  • Analyzing the ethical considerations and potential of AI in enhancing transparency, fostering innovation, and facilitating consumer dialogues in the sustainable fashion advertising sector.

Submission and Review Process: All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2024 Global Fashion Management Conference (GFMC) at Milan submission page: . Please submit manuscripts as a PDF document in Times New Roman 12-point font. Extended abstract submissions should follow the 2024 GFMC submission guidelines (). Full manuscript submissions should have page numbers and be limited to 20 pages in length for the initial conference submission. References and citations should follow the International Journal of Advertising style. Please place all tables and figures at the end of the manuscript (following the references). The manuscript’s title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and e-mail address. Names and contact information for other authors should be included as well. Manuscripts submitted to the special issue should be original contributions and should not be under consideration for any other publication at the same time. Submissions will be evaluated by a double-blind review process.

We welcome submissions from non-GFMC members but will givespecial considerationto manuscripts submitted to the track called‘ęSustainability in Luxury and Fashion Brand Advertising”of the 2024 Global Fashion Management Conference at Milan. Please check the IJA website () for the style.

For More Information:

  1. Guest Editors:

Kacy Kim, Bryant University, kkim2@bryant.edu

Harsha Gangadharbatla, University of Colorado Boulder, harsha.gangadharbatla@colorado.edu

Yung Kyun Choi, Dongguk University, choiyung@dongguk.edu

Sukki Yoon, Bryant University, syoon@bryant.edu

  1. 2024 Global Fashion Management Conference at Milan:

– University of Milan, Milan, Italy, July 11-14, 2024

  1. International Journal of Advertising: