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:
“Fashion in Tourism Communication and Marketing” Track
2026 Global Fashion Management Conference at Madrid
For the Tourism Review Special Issue
Submission Deadline: January 15, 2026
We are delighted to announce the call for abstracts for the dedicated track on “Fashion in Tourism Marketing” at the “2026 Global Fashion Management Conference at Madrid” which will be held at the ISEM Fashion Business School, University of Navarra, Madrid, Spain July 16-19, 2026. This track aims to bring together researchers and industry experts to explore the dynamic intersection of fashion and tourism communication and marketing.
Track Description:
Fashion plays a crucial role in tourism marketing, influencing travelers’ perceptions, choices, and overall experiences. In recent years, the convergence of fashion and tourism has emerged as a captivating and influential force in shaping consumer behaviours and tourism destination choices. Despite the increasing recognition of the symbiotic relationship between fashion and tourism, which is also in academic studies (Gravari-Barbas & Sabatini, 2023), communication and marketing aspects remain with a notable research gap.
The “Fashion in Tourism Communication and Marketing” track seeks to unravel the multifaceted relationship between these two industries, exploring how fashion influences travel decisions and how tourism destinations leverage fashion in their marketing strategies.
We invite submissions that address, but are not limited to the following topics:
- Destination Branding through Fashion: Analyzing the role of fashion in promoting and establishing the brand identity of tourism destinations.
- Fashion Events and Tourism: Investigating the impact of fashion events, shows, and festivals on communicating specific destinations.
- Fashion Influencers and Travel Trends: Exploring the influence of fashion influencers and bloggers on travel trends and destination choices.
- Cultural Significance of Fashion in Tourism: Examining the cultural aspects of fashion and how it contributes to the overall tourism experience.
- Digital Marketing and E-commerce in Fashion Tourism: Assessing the role of digital platforms, e-commerce, and social media in promoting fashion-related tourism experiences.
Submission to the 2026 GFMC at Madrid:
Authors should submit the extended abstract to the track called “Fashion in Tourism Communication and Marketing” of the 2026 GFMC at Madrid before January 15, 2026 to be qualified for the formal full-paper submission to this Tourism Review Special issue. The submissions accepted by and presented in the track called “Fashion Marketing and Consumer Research in the Era of AI Transformation” of the 2026 GFMC at Madrid would be invited to submit the full manuscript to the special issue.
2025 GFMC at Madrid Submission System:
Full Paper Submission to the Tourism Review Virtual Special Issue:
TOURISM REVIEW:
Selected papers from the submissions to the “Fashion in Tourism Communication and Marketing” track of the “2026 Global Fashion Management Conference in Madrid” will be considered for possible publication in a virtual special issue of Tourism Review.
Please submit your paper to Tourism Review including the word “fashion” in the title.
The deadline to submit full papers is October 18th, 2026.
Track Chairs:
Prof. Dimitrios Buhalis
Bournemouth University Business School, Dorset, BH12 5BB, UK, dbuhalis@bournemouth.ac.uk
Dr. Nadzeya Sabatini
Institute of Digital Technologies for Communication, Faculty of Communication, Culture and Society, USI – Università della Svizzera italiana. Via Buffi 13, Lugano, Switzerland
Professor Eduardo Parra López
Universidad de La Laguna Dpto Dirección de Empresas e Historia Económica
Cº de la Hornera S/N. La Laguna, 38071, Tenerife, España, eparra@ull.edu.es
References:
Gravari-Barbas, M., & Sabatini, N. (Eds.). (2023).. Emerald Publishing Limited. Leeds, pp. 1-392.
Call for Papers:
“Fashion in Tourism Communication and Marketing” Track
2026 Global Fashion Management Conference at Madrid
For the Tourism Review Special Issue
Submission Deadeline: January 15, 2026
We are delighted to announce the call for abstracts for the dedicated track on “Fashion in Tourism Marketing” at the “2026 Global Fashion Management Conference at Madrid” which will be held at the ISEM Fashion Business School, University of Navarra, Madrid, Spain July 16-19, 2026. This track aims to bring together researchers and industry experts to explore the dynamic intersection of fashion and tourism communication and marketing.
Track Description:
Fashion plays a crucial role in tourism marketing, influencing travelers’ perceptions, choices, and overall experiences. In recent years, the convergence of fashion and tourism has emerged as a captivating and influential force in shaping consumer behaviours and tourism destination choices. Despite the increasing recognition of the symbiotic relationship between fashion and tourism, which is also in academic studies (Gravari-Barbas & Sabatini, 2023), communication and marketing aspects remain with a notable research gap.
The “Fashion in Tourism Communication and Marketing” track seeks to unravel the multifaceted relationship between these two industries, exploring how fashion influences travel decisions and how tourism destinations leverage fashion in their marketing strategies.
We invite submissions that address, but are not limited to the following topics:
- Destination Branding through Fashion: Analyzing the role of fashion in promoting and establishing the brand identity of tourism destinations.
- Fashion Events and Tourism: Investigating the impact of fashion events, shows, and festivals on communicating specific destinations.
- Fashion Influencers and Travel Trends: Exploring the influence of fashion influencers and bloggers on travel trends and destination choices.
- Cultural Significance of Fashion in Tourism: Examining the cultural aspects of fashion and how it contributes to the overall tourism experience.
- Digital Marketing and E-commerce in Fashion Tourism: Assessing the role of digital platforms, e-commerce, and social media in promoting fashion-related tourism experiences.
Submission to the 2026 GFMC at Madrid:
Authors should submit the extended abstract to the track called “Fashion in Tourism Communication and Marketing” of the 2026 GFMC at Madrid before January 15, 2026 to be qualified for the formal full-paper submission to this Tourism Review Special issue. The submissions accepted by and presented in the track called “Fashion Marketing and Consumer Research in the Era of AI Transformation” of the 2026 GFMC at Madrid would be invited to submit the full manuscript to the special issue.
2025 GFMC at Madrid Submission System:
Full Paper Submission to the Tourism Review Virtual Special Issue:
TOURISM REVIEW:
Selected papers from the submissions to the “Fashion in Tourism Communication and Marketing” track of the “2026 Global Fashion Management Conference in Madrid” will be considered for possible publication in a virtual special issue of Tourism Review.
Please submit your paper to Tourism Review including the word “fashion” in the title.
The deadline to submit full papers is October 18th, 2026.
Track Chairs:
Prof. Dimitrios Buhalis
Bournemouth University Business School, Dorset, BH12 5BB, UK, dbuhalis@bournemouth.ac.uk
Dr. Nadzeya Sabatini
Institute of Digital Technologies for Communication, Faculty of Communication, Culture and Society, USI – Università della Svizzera italiana. Via Buffi 13, Lugano, Switzerland
Professor Eduardo Parra López
Universidad de La Laguna Dpto Dirección de Empresas e Historia Económica
Cº de la Hornera S/N. La Laguna, 38071, Tenerife, España, eparra@ull.edu.es
References:
Gravari-Barbas, M., & Sabatini, N. (Eds.). (2023).. Emerald Publishing Limited. Leeds, pp. 1-392.
Call for Papers
Special Issue of Journal of Global Fashion Marketing on
“Fashion Marketing & Management in the Age of AI Fashion Transformation”
Conference Submission Deadline: January 15, 2025
Full Paper Submission to JGFM Deadline: August 31, 2025
The Journal of Global Fashion Marketing (IF 5.5; Q1 in Business) will publish a special issue on “Fashion Marketing & Management in the Age of AI Fashion Transformation” with selected papers presented in a track called “Fashion Marketing & Management in the Age of AI Fashion Transformation” at the 2026 Global Fashion Management Conference at Madrid ().
Aims and Scope
The fashion industry is undergoing a profound transformation fueled by artificial intelligence (AI) (Kiper & Liang, 2025). Across the value chain, AI is reconfiguring how fashion brands conceptualize and deliver value. On the creative front, generative AI tools enable designers to produce novel styles, visualize collections, and experiment with aesthetic variations at unprecedented speed (Oh et al., 2025). In marketing, AI enhances consumer analytics, and engagement through precision personalization, predictive modeling, and immersive storytelling (Chan & Choi, 2025). Operationally, AI strengthens decision-making in areas such as demand forecasting, supply chain optimization, and inventory control, which are crucial to global competitiveness. Together, these applications illustrate that AI is no longer a peripheral tool but a central driver of competitive advantage in the fashion ecosystem.
At the same time, AI-driven transformation raises critical managerial, cultural, and ethical questions (Tully et al., 2025). For instance, the increasing reliance on generative AI challenges traditional notions of creativity and originality, raising issues around intellectual property and consumer perceptions of authenticity (Kirk & Givi, 2025). On the consumer side, the integration of AI technologies such as chatbots (Qi et al., 2025), service robots (Wang et al., 2025), and recommendation systems (Chang & Park, 2024) changes how customers interact with brands, potentially enhancing convenience but also introducing concerns over trust and privacy (Yoon et al., 2025). Beyond AI itself, the convergence with adjacent technologies such as virtual reality (VR), augmented reality (AR), metaverse environments, and digital twin systems opens new possibilities for experiential marketing and brand community-building. In parallel, the rise of NFTs and blockchain-enabled digital ownership further reshapes how fashion brands approach authenticity and consumer engagement (Cho et al., 2024; Cho et al., 2025). These opportunities also pose managerial dilemmas regarding adoption strategies, investment priorities, and the balancing of efficiency with human-centered values.
This special issue of the Journal of Global Fashion Marketing seeks to advance scholarly and managerial understanding of how AI and related technologies are transforming the global fashion landscape. We invite theoretical and empirical contributions that explore the intersection of AI, fashion marketing, and management. Submissions that offer interdisciplinary perspectives or address cross-cultural contexts are also welcome.
Key Topics of Interest:
Potential topics for submission include, but are not limited to:
- AI in fashion design, trend forecasting, and product development
- Generative AI and creativity, originality, and IP issues
- AI-driven personalization, recommendation systems, and chatbots
- Customer experience with AI, service robots, and virtual assistants
- AI in supply chain, demand prediction, and inventory management
- Consumer perceptions of authenticity, trust, and ethics
- Managerial challenges in AI adoption for fashion marketing
- Cross-cultural and global perspectives on AI in fashion
- AI’s role in branding, storytelling, and consumer engagement
- Sustainability and AI-enabled practices in fashion
- VR/AR, metaverse, and digital twin applications in fashion marketing
- NFTs and digital ownership in fashion branding and co-creation
- Methodological advances (big data analytics, machine learning, experiments)
Conference Submission Deadline: Jan. 15, 2025
Among submissions to the track called “Fashion Marketing & Management in the Age of AI Fashion Transformation” of the 2026 GFMC at Madrid, papers selected by the special issue guest editor will be considered for submission to this special issue of the Journal of Global Fashion Marketing on “Fashion Marketing & Management in the Age of AI Fashion Transformation.” All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2026 GFMC at Madrid submission page (). Extended abstract submissions should follow the .
Full Paper JGFM Submission Deadline: August 31, 2025
JGFM Special Issue Submission and Review Process: All manuscripts will be reviewed as a cohort for this special issue of the Journal of Global Fashion Marketing. All submissions will go through the JGFM’s double-blind review and follow JGFM’ standard processes. Manuscripts must be electronically submitted through
Guest Editor:
Prof. Eunju Ko, Professor, Yonsei University (ejko@yonsei.ac.kr)
Associate Guest Editor:
Dr. Minjung Cho, Research Assistant Professor, The Hong Kong Polytechnic University (minjung.cho@polyu.edu.hk)
References
Chan, H. L., & Choi, T. M. (2025). Using generative artificial intelligence (GenAI) in marketing: Development and practices. Journal of Business Research, 191, 115276.
Chang, W., & Park, J. (2024). A comparative study on the effect of ChatGPT recommendation and AI recommender systems on the formation of a consideration set.Journal of Retailing and Consumer Services,78, 103743.
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.
Cho, M., Ko, E., & Taylor, C. R. (2025). The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory. Journal of Global Fashion Marketing, 16(1), 1-17.
Kiper, E., & Liang, Y. (2025). Do AI-generated fashion ads work as effectively as real fashion ads? An eye-tracking comparison of consumers’ visual attention. Journal of Global Fashion Marketing, 1-17.
Kirk, C. P., & Givi, J. (2025). The AI-authorship effect: Understanding authenticity, moral disgust, and consumer responses to AI-generated marketing communications. Journal of Business Research, 186, 114984.
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.
Tully, S. M., Longoni, C., & Appel, G. (2025). Lower artificial intelligence literacy predicts greater AI receptivity. Journal of Marketing, 00222429251314491.
Wang, Y., Sun, X., Zhang, X., & Shi, H. (2025). Do you feel empowered by AI service robot? An exploration of consumer’s social power perception in human-AI interaction. Journal of Retailing and Consumer Services, 87, 104434.
Yoon, N., Choi, D., & Lee, H. K. (2025). Avoidance of AI-empowered digital service assistants in fashion shopping: The negative side of personalized recommendation of chatbots. Journal of Global Fashion Marketing, 1-20.