GFMC 2026

Introduction

Global Fashion Management Conference, Madrid, 16-19 Jul 2026; Deadline 15 Jan

INTEREST CATEGORY: SECTORS
POSTING TYPE: Revisits

Posted by: Kyung Hoon Kim

Call for Papers

Special Issue of International Journal of Advertising on

“New Developments in Luxury Advertising: Artificial Intelligence, New Technologies, Sustainability, and Influencers”

Conference Submission Deadline: January 15, 2026

Full Paper Submission to IJA: July 1 – August 31, 2026

The luxury sector is undergoing a profound transformation, marked by complexity, volatility, and new societal and technological challenges. Traditional growth models show signs of fatigue, while institutional pressures push brands toward more authentic commitments to sustainability, ethics, and inclusion (Larranaga & Valor, 2022; Teona et al., 2020). Simultaneously, luxury brands face a rapidly shifting competitive landscape, with changes in global markets, consumer expectations, and technological innovation.

In this context, advertising is central to redefining the identity, desirability, and legitimacy of luxury brands. As Ko (2020) noted in a previous International Journal of Advertising special issue, the study of luxury advertising requires continuous theoretical and methodological renewal. Building on that foundation, this special issue seeks to advance conceptual, empirical, and interdisciplinary insights into how luxury advertising is being reimagined through artificial intelligence (AI), emerging technologies, influencer ecosystems, and sustainability. We especially invite contributions that explore the tensions between tradition and innovation, authenticity and automation, exclusivity and accessibility, and symbolism and data-driven personalization.

Artificial Intelligence and New Technologies

Artificial intelligence (AI) and related technologies are reshaping luxury advertising by enabling hyper-personalization, predictive analytics, and novel creative outputs (Qi et al., 2025). From generative content to immersive AR and metaverse campaigns, these tools extend luxury’s narrative potential and promise new consumer experiences. Yet research highlights ambivalence in consumer responses: AI-generated advertising can appear inauthentic and misaligned with luxury’s aura of craftsmanship and artistry (To et al., 2025; Xu & Mehta, 2022). Success often depends on trust and perceived humanness, with consumers more receptive when AI is positioned as augmenting rather than replacing human creativity (Jung et al., 2025; Ryoo et al., 2025). This suggests that the integration of AI into luxury advertising not only offers opportunities but also introduces tensions that demand deeper theoretical exploration.

We invite research that advances theoretical and empirical understanding of how luxury brands can adopt AI without eroding symbolic value or authenticity. Relevant questions include how AI-generated avatars and chatbots alter perceptions of brand aesthetics, how predictive modeling balances personalization with transparency and privacy concerns, and under what conditions immersive technologies (NFTs, AR filters, metaverse campaigns) enhance rather than commodify the luxury experience (Cho, Ko, & Jung 2024; Cho, Ko, & Taylor, 2024; SanMiguel, Sádaba, & Sayeed, 2024; Wang, Ko, & Milfeld, 2025). Current evidence remains fragmented, highlighting opportunities for deeper investigation of cultural, ethical, and aesthetic implications.

Influencers and Evolving Communication Ecosystem Ecosystem

Influencers—whether human, virtual, or AI-generated—have become central to luxury advertising, shaping consumer aspirations and brand legitimacy across digital platforms. Their effectiveness, however, is contingent on credibility, authenticity, exclusivity, and cultural context, raising persistent tensions in luxury communication (Huang & Zhou, 2025; Pedroni, 2023). While collaborations with influencers can amplify reach and relatability, over-commercialization risks diminishing attention, trust, and distinctiveness (Chaihanchanchai, 2025; Lu et al., 2025; Xie et al., 2025). At the same time, AI-powered tools increasingly influence this ecosystem—identifying influencers, generating personalized recommendations, and even producing content (Aldous et al., 2024; Ramachandran et al., 2024). These innovations complicate the balance between technological precision and the symbolic codes of luxury, highlighting an urgent need for systematic inquiry.

We welcome studies that clarify how different types of influencers—celebrity, micro, or virtual—shape luxury consumers’ perceptions, and how effects vary across platforms, cultures, and generations (Chaihanchanchai, 2025; Rohrbach, Bruns, & Langer, 2025; Willemsen, Neijens, & Van Noort, 2025). Key questions include how storytelling fosters parasocial ties, how authenticity can be preserved in AI-mediated collaborations, and how influencers interact with institutional pressures such as regulation and sustainability expectations. Advancing this line of inquiry requires not only testing effectiveness but also theorizing influence in a landscape where human creativity, algorithmic personalization, and aspirational symbolism intersect.

Sustainability and Luxury Fashion: Expanding Theoretical Frontiers

Research on sustainable advertising has yielded insights into framing, cues, and consumer responses (Taylor, 2015; Yoon & Oh, 2016), as well as unintended outcomes such as skepticism (Rathee, 2024). Yet a decade after Taylor’s (2015, 2016) calls for more research on green and luxury advertising, significant theoretical gaps remain. We lack guidance on how luxury brands can credibly design sustainability communications that align aspirational and ethical values. Progress requires moving beyond “what works” to explaining why and under what conditions messages resonate, and examining both short- and long-term outcomes (Rathee & Milfeld, 2024).

We invite research that reconceptualizes sustainable advertising as a mechanism not only for achieving marketing goals but also for advancing consumer well-being, social good, and environmental progress (Yoon & Oh, 2016). Key questions include how to sustain consumer motivation post-purchase, what consequences follow eco-friendly luxury consumption, and how advertising can strengthen volition to bridge the intention–behavior gap (Carrington, Neville, & Whitwell, 2010). Emerging practices such as minimalist appeals and “quiet luxury” (Niessen, 2022; Taylor, Borenstein, & Pangarkar, 2025; Sun, Bellezza, & Paharia, 2021) illustrate pathways toward less materialistic lifestyles, but mainstream adoption remains elusive. Understanding which brand characteristics enable these shifts is an urgent research need.

Luxury’s associations with craftsmanship, authenticity, and durability provide a platform for credible sustainability positioning (Taylor, 2016; Larranaga & Valor, 2022). Yet tensions persist when practices such as recycled materials or fair labor standards conflict with luxury’s symbolic codes of exclusivity (Kong, Witmaier, & Ko, 2021). Future research should examine message strategies that integrate sustainability without diluting aspirational value and assess whether long-term equity gains offset short-term trade-offs. While much attention has focused on framing effects, higher-order execution formats—storytelling, branded content, interactive experiences, or influencer collaborations—remain underexplored (Creevey, Coughlan, & O’Connor, 2022).

Integrative Perspective

AI, influencers, and sustainability are not independent forces but interdependent dynamics reshaping luxury advertising. AI-driven personalization transforms influencer practices; influencers amplify or undermine sustainability claims; and immersive technologies alter how consumers interpret exclusivity, ethics, and authenticity. Understanding luxury advertising thus requires integrative perspectives that connect these domains. We especially welcome interdisciplinary and cross-methodological submissions that bridge these themes to advance both theoretical and practical knowledge.

Key Research Questions

Artificial Intelligence, New Technologies, and Influencers

  • How can influencers disclose data-driven targeting practices while preserving transparency and trust?
  • How do AI-generated avatars and human influencers co-create content, and what balance sustains authenticity and aspiration?
  • In what ways does AI-enabled personalization enhance luxury advertising without undermining exclusivity and symbolic value?
  • How do AI-powered influencers and proliferating collaborations shape consumer trust, differentiation, and purchase decisions?
  • How do platform-specific affordances (e.g., Instagram, TikTok, WeChat) shape storytelling, authenticity cues, and parasocial ties?
  • How do different types of influencers (celebrity, micro, virtual, AI-generated) shape perceptions of authenticity, aspiration, and brand legitimacy?
  • In what ways does the proliferation of influencer collaborations affect consumer trust, attention, and differentiation in luxury markets?
  • How do platform-specific affordances (Instagram, TikTok, WeChat) influence storytelling, authenticity cues, and parasocial relationships?
  • How do AI-powered tools for influencer identification, personalization, and content creation alter the dynamics of luxury influence?
  • How do influencers interact with broader institutional forces, such as regulation, ethics, and sustainability expectations?

Sustainability and Ethical Communication

  • Under what conditions do sustainable luxury communications operate effectively, and why?
  • How do sustainable advertising strategies influence consumers beyond purchase—shaping post-purchase satisfaction, long-term loyalty, and lifestyle adoption?
  • How can luxury advertising integrate sustainability (e.g., recycled materials, fair labor) without diluting aspirational value?
  • Which execution formats (storytelling, branded content, live events, influencer collaborations) most effectively balance marketing and societal objectives?
  • How can luxury brands use communication to encourage minimalist consumption (“buy less but better”) while maintaining aspiration and desirability?

Submission Instructions

For authors submitting through the GFMC process, an extended abstract should be submitted to the ‘New Developments in Luxury Advertising’ track of the 2026 Global Fashion Management Conference (GFMC) at Madrid. All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2026 GFMC at Madrid submission page: .

Participation in the GFMC track provides a valuable opportunity to receive early feedback and engage in scholarly dialogue prior to journal submission. Following the conference, a selection of high-quality papers presented in this track will be invited by the special issue editors to submit a full manuscript for consideration in the International Journal of Advertising special issue.

Please note: Papers from the conference that are invited to submit must be submitted through the IJA’s online submission system and will undergo the standard double-blind peer review process in accordance with the journal’s policies.

Authors who are unable to participate in GFMC may also submit their full papers directly to the International Journal of Advertising for the special issue. The direct submission window is July 1 to August 31, 2026.

All full manuscripts—whether invited from GFMC or submitted directly – must be original contributions, not under review elsewhere, and must comply with IJA’s author guidelines. All submissions will be subject to double-blind peer review.

Guest Editors:

Prof. Eunju Ko, Professor, Yonsei University (ejko@yonsei.ac.kr)

Prof. Teresa Sádaba, Dean, ISEM Fashion Business School, Universidad de Navarra (teresa.sadaba@usi.ch)

Prof. Carmen Valor Martínez, Professor, Universidad Pontificia Comillas (cvalor@comillas.edu)

Associate Guest Editor:

Dr. Minjung Cho, Research Assistant Professor, The Hong Kong Polytechnic University (minjung.cho@polyu.edu.hk)

References

Aldous, K., Salminen, J., Farooq, A., Jung, S. G., & Jansen, B. (2024, September). Using ChatGPT in content marketing: enhancing users’ social media engagement in cross-platform content creation through generative AI. In Proceedings of the 35th ACM Conference on Hypertext and Social Media (pp. 376-383).

Chaihanchanchai, P. (2025). The power of influence: exploring celebrity and human-like virtual influencers’ impact on consumer responses. International Journal of Advertising, 1-31.

Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of business ethics, 97(1), 139-158.

Chinchanachokchai, S. (2025). The Role of Religiosity in Shaping Consumer Reactions to Gay Models in Luxury Ads. Journal of Current Issues & Research in Advertising, 1-12.

Cho, M., Ko, E., & Jung, H. (2024). Virtual reality luxury fashion show: how imaginary space influences brand word‑of‑mouth. International Journal of Advertising, 1-20.

Cho, M., Ko, E., & Taylor, C. R. (2024). Do non-fungible tokens create long-term value for luxury brands? The effect of NFT promotions on customer equity. Computers in Human Behavior, 159, 108347.

Creevey, D., Coughlan, J., & O’Connor, C. (2022). Social media and luxury: A systematic literature review. International Journal of Management Reviews, 24(1), 99-129.

Huang, J., & Zhou, P. (2025). Causes and effects of social media engagement in luxury fashion marketing: a comparative study over the COVID pandemic. Journal of Current Issues & Research in Advertising,46(2), 224-239.

Jung, T., Koghut, M., Lee, E., & Kwon, O. (2025). Artificial creativity in luxury advertising: How trust and perceived humanness drive consumer response to AI-generated content. Journal of Retailing and Consumer Services, 87, 104403

Ko, E. (2020). Luxury brand advertising: Theory and practice. International Journal of Advertising,39(6), 757-760.

Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640-651.

Larranaga, A., & Valor, C. (2022). Consumers’ categorization of eco-friendly consumer goods: An integrative review and research agenda. Sustainable Production and Consumption, 34, 518-527.

Lu, S. Qiang; Seah, Zhen Yi; Huang, Stella; Nanda, Madhumita; & Wang, Zhiyong (2025). Are social media influencers the right choice for global luxury brands? Journal of Strategic Marketing, 33(3), 271-289.

Pedroni, M. (2023). Two decades of fashion blogging and influencing: A critical overview. Fashion Theory, 27(2), 237-268.

Qi, L., Ko, E., & Cho, M. (2025). AI chatbots with visual search: Impact on luxury fashion

shopping behavior. Journal of Global Scholars of Marketing Science, 35(2), 99-117.

Ramachandran, K. K., Suma, S., Banerjee, D., Mathew, B., Cheepurupalli, N. R., & Mohan, C. R. (2024). The Effectiveness of Influencer Marketing in the Age of AI. Journal of Informatics Education and Research, 4(2), 1

Rathee, S., & Milfeld, T. (2024). Sustainability advertising: literature review and framework for future research. International Journal of Advertising,43(1), 7-35.

Rohrbach, S., Bruns, D., & Langner, T. (2025). The vampire effect of smartphone swiping: how atypical motor actions increase ad attention but impair brand recall. International Journal of Advertising,44(1), 5-23.

Ryoo, Y., Bakpayev, M., Jeon, Y. A., Kim, K., & Yoon, S. (2025). High hopes, hard falls: consumer expectations and reactions to AI-human collaboration in advertising. International Journal of Advertising, 1-33.

SanMiguel, P., Sádaba, T., & Sayeed, N. (2024). Fashion brands in the metaverse: Achievements from a marketing perspective. Journal of Global Fashion Marketing, 15(3), 320-340.

Sun, J. J., Bellezza, S., & Paharia, N. (2021). Buy less, buy luxury: Understanding and overcoming product durability neglect for sustainable consumption. Journal of Marketing, 85(3), 28-43.

Taylor, C. R. (2015). A call for more research on ‘green’or environmental advertising. International Journal of Advertising, 34(4), 573-575.

Taylor, C. R., Borenstein, B., & Pangarkar, A. (2025). What, no logos? Why some minimalists prefer quiet luxury. Psychology & Marketing,42(1), 142-158.

Teona, G., Ko, E., & Kim, S. J. (2020). Environmental claims in online video advertising: effects for fast-fashion and luxury brands. International Journal of Advertising, 39(6), 858-887.

To, R. N., Wu, Y. C., Kianian, P., & Zhang, Z. (2025). When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands. Journal of Advertising Research, 65(2), 202–236.

Wang, Y., Lee, H., Ko, E., & Milfeld, T. (2025). The impact of luxury brands’ NFT fashion on brand attitude and electronic word-of-mouth. International Journal of Advertising, 1-36.

Willemsen, L. M., Withuis, I., Brom, M., & Boerman, S. C. (2025). How does persuasion knowledge differ between humanlike virtual influencers and human influencers?. International Journal of Advertising,44(1), 109-130.

Xie, Q., Jiang, M., Feng, Y., & Phua, J. (2025). Curbing misinformation dissemination in influencer marketing: how misinformation interventions affect endorsement effectiveness. International Journal of Advertising, 1-32.

Xu, L., & Mehta, R. (2022). Technology devalues luxury? Exploring consumer responses to AI-designed luxury products. Journal of the Academy of Marketing Science, 50(6), 1135-1152.

Yoon, S., & Oh, S. (2016). Introduction to the special issue on social and environmental issues in advertising. International Journal of Advertising, 35(1), 1-3.

Call for paper: Asia Pacific Journal of Marketing and Logistics

Special Section for the 2026 Global Fashion Management Conference (GFMC) at Madrid
Theme: AI and Phygital Transformations in Fashion Marketing and Management

Guest Editors:
– Prof. Kyung Hoon Kim, Yonsei University (gammaksms@gmail.com)
– Prof. Pedro Mir, ISEM Fashion School, University of Navarra (pmir@unav.es)
– Prof. Joonheui Bae, The Hong Kong Polytechnic University (joonheui.bae@polyu.edh.hk)

Asia Pacific Journal of Marketing and Logistics is pleased to announce a special section in conjunction with the 2026 Global Fashion Management Conference at Madrid (https://2026gfmc.imweb.me/). This special section will explore how the fusion of fashion and smart technologies – notably artificial intelligence (AI) and phygital (physical + digital) integration – is revolutionizing marketing strategies, retail operations, and consumer experiences in the fashion industry. In recent years, fashion firms have embraced cutting-edge tech across nearly all processes, from design and merchandising to personalized marketing and virtual try-ons. This digital infusion is blurring the lines between online and offline channels: the rise of phygital experiences – the seamless integration of digital technologies with the physical environment – has become a key factor in engaging today’s consumers.

Consumers are rapidly adapting to these innovations. Gen Z shoppers have expressed strong interest in augmented reality (AR) shopping, and more consumers now prefer phygital shopping over traditional methods, showing willingness to pay a premium for products they can experience through AR. This demonstrates how immersive technology boosts engagement and sales. Simultaneously, AI-driven personalization is transforming fashion retail by suggesting products tailored to individual preferences. At the same time, AI-driven personalization is transforming fashion retail by tailoring offerings to individual preferences. Recent research indicates that AI-powered personalization significantly enhances user experience, increases conversion rates, and fosters brand loyalty. However, these advancements also raise new questions – for example, how to balance hyper-personalization with consumer privacy and how to ensure algorithmic decisions are transparent and fair. Such ethical considerations are increasingly important as technology mediates more of the consumer journey.

Despite the rapid tech-driven transformation of fashion, many critical questions remain open. How do AI and phygital strategies fundamentally change consumer decision-making and brand relationships in fashion? What new marketing models or omni-channel strategies are needed to engage the “phygital consumer” who navigates both physical and digital touchpoints seamlessly? To what extent can smart technologies improve efficiency and personalization without undermining consumer trust, privacy, or sustainability? We encourage scholars to delve into these timely issues and contribute insights that will guide both theory and practice in this emerging domain.

With these challenges and opportunities in mind, we invite original manuscripts for this APJML special section. We welcome empirical studies and conceptual papers that shed light on the intersection of fashion marketing and smart technologies. Submissions may address (but are not limited to) the following topics:

  • AI-powered personalization in fashion retail (e.g., recommender systems, chatbots, and hyper-personalized promotions in online or in-store fashion contexts)
  • Consumer behavior in hybrid physical–digital environments (phygital customer experience, omnichannel shopping journeys, and consumer engagement across offline/online touchpoints)
  • Ethical and sustainable implications of tech-driven fashion (data privacy concerns, algorithmic bias, AI’s role in sustainable fashion, circular economy enabled by technology)
  • Immersive experiences in fashion marketing (augmented reality and virtual reality fitting rooms, virtual try-on technologies, digital fashion shows, digital twins for products and consumers)
  • Data-driven fashion marketing and analytics (big data and consumer analytics, predictive modeling of fashion trends, AI in customer relationship management and segmentation)

Schedule for Special Section

  • Extended Abstract Submission Deadline (for conference): January 15, 2026
  • 2026 GFMC in Madrid (Conference Dates): 16 ~ 19 July 2026
  • Full Paper Submission Deadline (for journal review): August 31, 2026

Submission Guidelines:

Authors should follow the GFMC 2026 conference guidelines for preparing their extended abstracts (due to January 15, 2026) and refer to the APJML author guidelines for formatting full papers. The best papers presented at a track called AI and Phygital Transformations in Fashion Marketing and Management and the 2026 ISEM Fashion Business School-GAMMA Joint Symposium of the 2026 GFMC will be invited to submit full manuscripts for consideration in this APJML special section. Manuscripts must be original contributions that are not under consideration at any other publication. All submissions will undergo a double-blind peer review in accordance with APJML’s standards.

Submission Guidelines of the 2026 Global Fashion Management Conference at Madrid:

Asia Pacific Journal of Marketing and Logistics:

We look forward to receiving your submissions and to advancing the scholarly conversation on how AI and phygital innovations are shaping the future of fashion marketing and logistics. For any inquiries regarding this special section, please contact the Guest Editors.

References (selected recent works supporting the theme):

Bae, S. H., Kim, K. H., & Cho, E. (2025). Consumption of digital virtual fashion goods in metaverse. Journal of Global Fashion Marketing,16(2), 196-211.

Duong, V. C., Sung, B., Barber, M., Regolini, E., & Teah, M. (2022). Exploring store atmospherics of FMCG brands flagship stores with an immersive 180-degree dome-shaped display. Journal of Global Scholars of Marketing Science, 32(4), 554-578.

Ivanov, A., Head, M., & Biela, C. (2023). Mobile shopping decision comfort using augmented reality: the effects of perceived augmentation and haptic imagery. Asia Pacific Journal of Marketing and Logistics, 35(8), 1917-1934.

Kim, J., & Bae, J. (2024). Influences of persona self on luxury brand attachment in the Metaverse context. Asia Pacific Journal of Marketing and Logistics,36(9), 2068-2081.

Kumagai, K. (2021). Sustainable plastic clothing and brand luxury: a discussion of contradictory consumer behaviour. Asia Pacific Journal of Marketing and Logistics, 33(4), 994-1013.

Manzo, D. S. H., Jiang, Y., Elyan, E., & Isaacs, J. (2025). Artificial intelligence-based conversational agents used for sustainable fashion: Systematic literature review. International Journal of Human–Computer Interaction,41(8), 4640-4652.

Mao, J., Xu, X., Han, J., & Ko, E. (2025). The impact of digital fashion marketing on purchase intention. Asia Pacific Journal of Marketing and Logistics,37(1), 210-235.

Oh, N., Ko, E., & Cho, M. (2025). Fashion AI across the value chain: A comprehensive literature review and future agenda. Journal of Global Scholars of Marketing Science, 35(4), 516-538.

Pangarkar, A., Arora, V., & Shukla, Y. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services,68, 103001.

Qi, L., Ko, E., & Cho, M. (2025). AI chatbots with visual search: Impact on luxury fashion shopping behavior. Journal of Global Scholars of Marketing Science, 35(2), 99-117.

Wu, R., Xiong, S., & Zhang, C. (2025). Effects of virtual makeups’ perceived augmentation on consumers’ perceived value. Asia Pacific Journal of Marketing and Logistics,37(2), 365-381.