The Rise of Virtual Representation of Fashion in Marketing Practices: How It Can Encourage Sustainable Luxury Fashion Consumption

Shuang Zhou (Corresponding Author), Eunsoo Baek, Juyeun Jang

Research output: Chapter in book / Conference proceedingChapter in an edited book (as author)Academic researchpeer-review

2 Citations (Scopus)

Abstract

The luxury fashion industry has undertaken initiatives to increase sustainability by employing digital technologies to virtually represent fashion in marketing activities. By adopting the theoretical perspective of consumer learning, this chapter proposes that virtual representation of fashion (VRF) could be used to encourage sustainable luxury fashion consumption (SLFC). A conceptual framework is developed to illustrate how to use VRF stimuli in different marketing touchpoints to evoke three distinct consumer learning approaches, which are expected to lead to consumers’ behavioural responses concerning SLFC. This chapter provides theoretical and practical implications on stimulation and promotion of sustainable consumption of luxury fashion brands.

Original languageEnglish
Title of host publicationPalgrave Advances in Luxury
EditorsClaudia E. Henninger, Navdeep K. Athwal
PublisherSpringer Nature Switzerland AG
Pages271-292
Number of pages22
DOIs
Publication statusPublished - 2022

Publication series

NamePalgrave Advances in Luxury
ISSN (Print)2662-1061
ISSN (Electronic)2662-107X

Keywords

  • Consumer learning
  • Digital marketing
  • Marketing practice
  • Sustainable luxury fashion consumption
  • Virtual representation of fashion

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Social Psychology
  • Marketing
  • Sociology and Political Science

Fingerprint

Dive into the research topics of 'The Rise of Virtual Representation of Fashion in Marketing Practices: How It Can Encourage Sustainable Luxury Fashion Consumption'. Together they form a unique fingerprint.

Cite this