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Building a Prosocial Communication Model in the Fashion Sector, Based on Sustainability and Artificial Intelligence, Derived from COVID-19

  • Conference paper
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Fashion Communication (FACTUM 2021)

Abstract

Considering communication in fashion from the perspective of sustainability and artificial intelligence allows us to resize its social focus, especially when we contextualize it in the era of COVID-19, which has stopped humanity in a loop, to rethink a new normal that accelerates processes, unthinkable in others historical moments. We see an undeniable trend, where a humanitarian sensitivity towards sustainability in fashion develops, towards the rational and real use of an intelligence in the fashion sector that is no longer artificial but advanced. This research responds to a question that belongs to the world of the social. How to communicate for a society that urgently needs to implement sustainability strategies in the fashion sector, based on artificial intelligence at the service of rescuing the human? In this sense, based on a projective documentary research and a series of in-depth interviews with fashion experts, it allowed us to initiate what aims to lay the foundations of a prosocial communication model in the fashion sector, based on the sustainability of the human being on the planet and, as a corollary, also based on artificial intelligence. The prosocial field is oriented to collaborate and help other people in a positive, productive and social way. Artificial intelligence in fashion, at the service of sustainability and communication, allows us to think with a humanistic approach to communication, where the focus is to understand the human being in a deep way, with an interrelation with artificial intelligence and the increase of sustainability in fashion in different areas of the value chain. This investigation concludes by showing that the implementation of the proposed model of this investigation is plausible.

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Author information

Authors and Affiliations

  1. EAE Business School, Barcelona, Spain

    Lucía Pérez-Pérez & Santa Palella Stracuzzi

  2. Universidad de Málaga, Málaga, Spain

    María Gatón Fraile

Authors
  1. Lucía Pérez-Pérez
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  2. María Gatón Fraile
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  3. Santa Palella Stracuzzi
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Corresponding author

Correspondence to Lucía Pérez-Pérez .

Editor information

Editors and Affiliations

  1. ISEM Fashion Business School, University of Navarra, Madrid, Spain

    Teresa Sádaba

  2. Università della Svizzera Italiana, Lugano, Switzerland

    Nadzeya Kalbaska

  3. IREST/EIREST, Université Paris 1 Panthéon Sorbonne, Paris, France

    Francesca Cominelli

  4. Institute of Communication Technologies, Universita della Svizzera Italiana, Lugano, Switzerland

    Lorenzo Cantoni

  5. School of Communication, University of Navarra, Pamplona, Spain

    Marta Torregrosa Puig

Appendix 1

Appendix 1

Questions for Lucas Delattre, expert in Communication, professor at the French Fashion Institute in Paris (Sorbonne University)

1.1 Research Questions

  1. 1.

    How do you think a prosocial communication model based on sustainability and artificial intelligence should be structured?

  2. 2.

    What elements could a prosocial communication model involve? What communication strategies should be implemented to carry out this transformation?

  3. 3.

    Do you consider that there are links between communication and sustainable development? Which?

  4. 4.

    What leadership style does a prosocial communication model require in order to connect with sustainability and AI?

  5. 5.

    What actions can be developed to achieve prosocial communication?

  6. 6.

    How could discourses (own channels, advertising campaigns), CSR actions related to the SDGs, be communicated?

  7. 7.

    How is AI transforming communication and sustainability?

  8. 8.

    What knowledge do people need to transform artificial intelligence into augmented intelligence?

  9. 9.

    How can a “sustainable fashion” be achieved with the SDG objectives?

  10. 10.

    Which of the SDG goals are directly related to fashion?

  11. 11.

    How can CSR be communicated so that a commitment to meeting the SDGs is evident?

  12. 12.

    Can you give us concrete examples where the application of artificial intelligence is transforming the brand’s business model?

  13. 13.

    Do you think that after the COVID-19 pandemic the companies that have been able to integrate sustainability and artificial intelligence will have continuity? And those who have not done so, will they find more problems in a digital and green society?

  14. 14.

    Do you think that COVID-19 has further streamlined digitization and the implementation of artificial intelligence in the fashion sector?

  15. 15.

    Do you think that the application of artificial intelligence will mean an essential revolution in the structures and business model of the fashion sector?

  16. 16.

    Do you think that the application of artificial intelligence will have negative impacts on the Human Resources of fashion companies?

  17. 17.

    Do you think that artificial intelligence will lead to a reduction in the workforce in the fashion sector? Do you think there will be new types of jobs in the fashion sector related to digitization and the application of artificial intelligence?

  18. 18.

    After the last Paris Haute Couture fashion week in digital, do you think that after the COVID-19 pandemic some of these new digital formats will be implemented in the fashion weeks?

  19. 19.

    In your opinion, what are the added values from the social point of view of sustainability and artificial intelligence in the fashion sector?

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Pérez-Pérez, L., Fraile, M.G., Stracuzzi, S.P. (2021). Building a Prosocial Communication Model in the Fashion Sector, Based on Sustainability and Artificial Intelligence, Derived from COVID-19. In: Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., Torregrosa Puig, M. (eds) Fashion Communication. FACTUM 2021. Springer, Cham. https://doi.org/10.1007/978-3-030-81321-5_15

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