The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda

Hazel Hoi Yau Chan, Claudia Henninger, Rosy Boardman and Marta Blazquez Cano

Journal of Global Fashion Marketing, 2024, vol. 15, issue 1, 155-180

Abstract: With the advancement of 3D design software, “digital fashion” has evolved from a retail and design tool for physical fashion to a virtual-only end-product sold to consumers in wholly digital form. As many brands are now developing digital fashion end products as a new revenue stream, given its potential to reduce some levels of overconsumption of physical clothing, it warrants academic attention. However, the literature has predominantly defined digital fashion as a tool rather than an end-product, resulting in an incomplete definition of digital fashion. This hinders scholars’ ability to fully comprehend and explore this emerging product category. This article aims to synthesize the current marketing/management literature on digital fashion and investigate the theories, context, characteristics, and methodology of digital fashion as an end-product. This study contributes to the literature by providing a comprehensive industry-accepted definition of digital fashion within a conceptual framework, categorizing six different types of digital fashion end-products, and establishing a future research agenda that will lead to new research streams.

Date: 2024
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DOI: 10.1080/20932685.2023.2251033

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