Italian Journal of Marketing - Call for Papers - Special Issue: AI-driven technology disruption in the global fashion ecosystem

In the contemporary digital age, marketing researchers and practitioners are increasingly encountering the convergence of the fashion industry and artificial intelligence (AI) (Silva and Bonetti, 2022; Yeo et al., 2022). This emerging paradigm signifies a transformative era in which technology, creativity, and innovation intertwine to influence both how fashion brands approach the market and how consumers experience fashion consumption. Navigating this dynamic landscape of fashion, the growing presence of AI in the industry has become a significant driving force, presenting novel opportunities for companies and consumers worldwide. However, challenges persist in the integration of fashion and AI.

First, from a supplier’s standpoint, the retail landscape is currently undergoing a profound digital transformation through the integration of AI technologies (Guha et al., 2021; Puntoni et al., 2021; Huang and Rust, 2021). AI-powered retailing, chatbots, and virtual assistants play a pivotal role in enhancing customer service by providing instant and personalized assistance. Retailers leverage AI-driven analytics to comprehend consumer behavior, optimize inventory management, and craft targeted marketing campaigns (Kumar & Venkatesan, 2021). Virtual and Augmented Reality (VR and AR, hereafter) applications further enhance the online shopping experience, enabling consumers to virtually try on clothes before making a purchase. Furthermore, predictive analytics aid companies in anticipating market trends, thereby mitigating the risks associated with overproduction and waste. Lastly, the efficiency of retail operations is increasingly augmented through various AI applications, such as self-service checkouts, employee handheld devices, and smart inventory systems (Bonetti et al., 2022).

Nevertheless, a challenge persists for fashion companies and retailers: how can they ensure the delivery of consistent service/product quality and maintain a seamless customer experience (CX) through artificial tools and virtual environments? This challenge becomes particularly daunting when considering the luxury sector. Luxury consumers, renowned for their discerning standards, harbor elevated expectations concerning service and product quality, traditionally derived from in-person, offline experiences. The effective translation of CX into online and digital realms without compromising the overarching quality and experience remains an elusive puzzle. Empirical evidence, particularly from a cross-country comparison perspective, is imperative to unravel this conundrum.

Second, from a buyer’s standpoint, the fashion industry is empowered by AI’s capacity to process and analyze vast volumes of data, facilitating the delivery of personalized, ad-hoc experiences to consumers (Pillai, Sivathanu & Dwivedi, 2020). Whether through personalized recommendations based on individual preferences or virtual fitting rooms utilizing AI to simulate garment appearances on specific body types, technology is reshaping the dynamics of how people engage with and consume fashion. This personalized approach not only heightens customer satisfaction but also fortifies brand loyalty. Despite customization standing out as a primary advantage of AI-driven fashion, consumers express various concerns. These include a lack of trust in artificial assistance, ethical apprehensions regarding privacy, and a perceived sense of intrusiveness of AI in daily life (Chi et al., 2021; Du & Xie, 2021; Kim, Giroux & Lee, 2021; Lee & Kim, 2024; Song et al., 2022). Consequently, an unresolved question persists: how can consumers be educated and guided through the digital transformation of the fashion sector? Empirical research, particularly from a global marketing perspective, holds promise in addressing this gap.

Finally, the fashion industry is increasingly recognizing the significance of sustainability, with AI assuming a pivotal role in steering Corporate Social Responsibility (CSR) practices for fashion companies. This includes optimizing energy consumption in manufacturing processes and developing innovative materials through AI-driven research (Di Vaio et al., 2022). AI also facilitates moral decision-making and ethical behavior for fashion consumers by providing them the opportunity to be more informed about the consequences of their consumption and pre-test their actions in VR/AR scenarios. However, contemporary consumers express several concerns about digital fashion and sustainability, often perceiving the combination as an “oxymoron”. Consequently, further research is needed to delve deeper into the linkages between fashion and ethics in the digital era.

This special issue welcomes original, theoretical, and empirical works related, but not limited, to the following topics:

1. The impact of AI on fashion retailing and e-tailing
2. The impact of AI on employee tasks and employees’ perception of AI in their daily jobs
3. Brand experience in VR and AR settings
4. Translating offline CX into online/digital realms
5. Fashion consumers positive and negative perceptions of chatbots and virtual assistants
6. The effect of AI on the virtual consumer journey (new stages, touchpoints, etc.)
7. How can AI improve fashion sustainability and ethics
8. Global challenges and opportunities for AI-based fashion
9. Luxury fashion consumption and AI
10. The effects of AI on fast-fashion companies
11. Fashion consumption in the metaverse across different cultures
12. New theories and conceptualizations of digital fashion

The special issue welcomes theoretical and empirical studies applying any methodological approach, including qualitative, quantitative, mixed, and multimethod. Furthermore, it also encourages the submission of studies adopting interdisciplinary and transdisciplinary approaches.

For further information or any inquiry on this call, please contact the guest editors:
Francesca Bonetti, HEC Montreal, francesca.bonetti@hec.ca (this opens in a new tab)
Yoko Sugitani, Sophia University, yoko.s@sophia.ac.jp (this opens in a new tab)
Virginia Vannucci, University of Pisa, virginia.vannucci@unipi.it (this opens in a new tab)
Lamberto Zollo, Universy of Milan, lamberto.zollo@unimi.it (this opens in a new tab)

Paper submission/selection:
Please submit at https://www2.cloud.editorialmanager.com/itjm/default2.aspx (this opens in a new tab) and kindly select "S.I. AI-driven technology disruption in the global fashion ecosystem" when you reach the "Additional Information" step in the submission process. 
All papers need to strictly adhere to the specific guidelines of the journal (see: https://link.springer.com/journal/43039/submission-guidelines (this opens in a new tab)).

Key dates:
-    Opening of the submission platform: August 1, 2024
-    Deadline for submissions of full papers: January 31, 2025
-    Tentative publication: Fall 2025

Main references:
Bonetti, F., Montecchi, M., Plangger, K. And Schau, H. J. (2022). Practice Co-evolution: Collaboratively Embedding Artificial Intelligence in Retail Practices. Journal of the Academy of Marketing Science, 51(4), 867-888. 

Chi, O. H., Jia, S., Li, Y., & Gursoy, D. (2021). Developing a formative scale to measure consumers’ trust toward interaction with artificially intelligent (AI) social robots in service delivery. Computers in Human Behavior, 118, 106700. 

Di Vaio, A., Palladino, R., Hassan, R., & Escobar, O. (2020). Artificial intelligence and business models in the sustainable development goals perspective: A systematic literature review. Journal of Business Research, 121, 283-314. 

Du, S., & Xie, C. (2021). Paradoxes of artificial intelligence in consumer markets: Ethical challenges and opportunities. Journal of Business Research, 129, 961-974. 

Guha, A., Grewal, D., Kopalle, P. K., Haenlein, M., Schneider, M. J., Jung, H., ... & Hawkins, G. (2021). How artificial intelligence will affect the future of retailing. Journal of Retailing, 97(1), 28-41. 

Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50. 

Kim, J., Giroux, M., & Lee, J. C. (2021). When do you trust AI? The effect of number presentation detail on consumer trust and acceptance of AI recommendations. Psychology & Marketing, 38(7), 1140-1155. 

Kumar, V., & Venkatesan, R. (2021). Transformation of metrics and analytics in retailing: The way forward. Journal of Retailing, 97(4), 496-506. 

Lee, G., & Kim, H. Y. (2024). Human vs. AI: The battle for authenticity in fashion design and consumer response. Journal of Retailing and Consumer Services, 77, 103690. 

Pillai, R., Sivathanu, B., & Dwivedi, Y. K. (2020). Shopping intention at AI-powered automated retail stores (AIPARS). Journal of Retailing and Consumer Services, 57, 102207. 

Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and artificial intelligence: An experiential perspective. Journal of Marketing, 85(1), 131-151. 

Silva. E. and Bonetti, F. (2021). Digital Humans in Fashion: Will Consumers Interact?. Journal of Retailing and Consumer Services, 60, 102430. 

Song, M., Xing, X., Duan, Y., Cohen, J., & Mou, J. (2022). Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention. Journal of Retailing and Consumer Services, 66, 102900. 

Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177, 121551.