Postdigital Iconicity of Runways: Redefining Sustainability in High-End Fashion Marketing

Annette Kallevig () and Vésma Kontere McQuillan
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Annette Kallevig: Kristiania University of Applied Sciences
Vésma Kontere McQuillan: Kristiania University of Applied Sciences

Chapter Chapter 1 in Sustainable Digital Marketing for Fashion and Luxury Brands, 2025, pp 3-32 from Springer

Abstract: Abstract In the postdigital era, the merging of digital and physical marketing channels has birthed “postdigital” runway shows in high-end fashion, blurring traditional lines. This exploratory conceptual work delves into the extended marketing opportunities associated with the postdigital runway show and its potential as a vehicle for sustainable marketing within the high-end fashion industry through influencer mediation. By examining the iconic fashion event, the influencers attending it, and the content they produce through the lens of Erving Goffman’s theory of identity construction, this chapter critically examines how a postdigital runway show can genuinely facilitate sustainable practices while maintaining its iconic status.

Keywords: Integrated marketing communication; Omnichannel brand management; Postdigital marketing; Luxury fashion sustainability; Fashion show marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-82467-8_1

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DOI: 10.1007/978-3-031-82467-8_1

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