A New Era of Fashion Consumption: How Digital Marketing Is Impacting the Fashion Consumption Landscape

Michal Krupien () and Edwin Chinzupe Phiri
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Michal Krupien: Independent Marketing Specialist
Edwin Chinzupe Phiri: London College of Fashion: UAL

A chapter in New Horizons in Fashion and Marketing, 2025, pp 23-48 from Springer

Abstract: Abstract The purpose of this chapter is to outline the transformation that has taken place within the fashion consumption landscape brought about by digital marketing. It examines the many forms of digital platforms and technologies and the changed dynamic between fashion marketers and consumers giving consumers and brands various advantages.

Keywords: Digital marketing; Consumer behaviour; Consumer consumption; Omnichannel; Virtual reality (VR); Artificial intelligence (AI) (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-94196-2_2

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DOI: 10.1007/978-3-031-94196-2_2

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