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Submit a Manuscript to the Journal
Journal of Global Fashion Marketing

For a Special Issue on
Digital Luxury Fashion During A Crisis: Boon Or Blight

Abstract deadline
27 September 2021

Manuscript deadline
28 February 2022

Cover image - Journal of Global Fashion Marketing

Special Issue Editor(s)

Ian Phau, Curtin University
[email protected]

Fazlul K. Rabbanee, Curtin University
[email protected]

Sean Lee, Curtin University
[email protected]

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Digital Luxury Fashion During A Crisis: Boon Or Blight

The Journal of Global Fashion Marketing is an official publication of ‘Korean Scholars of Marketing Science’ and ‘Global Alliance of Marketing & Management Associations’. The Journal of Global Fashion Marketing will publish a special issue on “DIGITAL LUXURY FASHION DURING A CRISIS: BOON OR BLIGHT”. This special issue will provide opportunities to share innovative research findings and concept papers that explore and investigate issues related to digitization of luxury fashion during the recent pandemic.

The COVID-19 pandemic has brought about a host of economic, social and environmental challenges which have drastically altered the course of humanity and introduced a ‘new normal’. While, luxury fashion brands have historically been immune to the effects of external crises and have often taken a blasé stance in their branding and marketing strategies. This has resulted in a significant deficit in the extant literature on the effectiveness of crisis management strategies and resilience within the context of luxury fashion brands.

One of the key coping strategies that has emerged from the recently implemented social distancing measures is an extensive digitization, which luxury brands have previously been hesitant to adopt. Luxury brands have seen a sudden paradigm shift towards online advertising and heightened social media engagement to connect with their customers. Virtual conferences as well as digital fashion and trade shows are becoming the norm so that the brands may stay relevant and maintain relationships with consumers and trade partners. Brands such as Burberry have even leveraged AR and AI to create digital fitting rooms and offer experiential shopping experience to provide personalized multisensory experiences. Yet, while the advantages of a digital strategy are clearly delineated in traditional marketing, the hesitation to embrace it in the luxury sphere are well founded. A widely accessible digital strategy has potential to undermine the uniqueness, rarity, identity and multi-sensory experiences that luxury brands offer. The shift towards digital strategy may also elicit pushback from within the stakeholders and employees.

The digital strategy has also potential to challenge the many facets of a luxury fashion brand’s authenticity. As customers look to online alternatives to brick-and mortar stores, e-commerce has become an imperative for luxury brands such as Luis Vuitton, Chanel and Tiffany. The online second-hand luxury market is also growing as online retailers capitalize on the needs for financially pressed customers choosing to divest their prides and joys or opting for more affordable products. The online retail industry emphasises the need to counter the ever-present threat of counterfeits, necessitating stronger authentication measures on behalf of luxury brands. Further, the shift to online stores challenges the authenticity of the typically sensory-rich luxury shopping experience, where red carpets and white glove service are no longer possible in a virtual world. On top of that, caring socially responsible messages on social media by luxury brands are scrutinized for their authenticity and sincerity, and are often met with a degree of skepticism.

Against this backdrop, some fundamental questions that remains unanswered in the extant luxury literature include: (i) is digitization a boon or blight for luxury brands, particularly in a crisis? (ii) what is the optimum level of digitization for luxury brands to protect their exclusivity? (iii) how can luxury brands reflect their heritage and preserve their authenticity in an increasingly digitized world? (iv) do the luxury brands possess companywide commitment and resilient enough towards digitization?

This special issue aims to stimulate interdisciplinary research leading to papers that have substantial relevance on digitization of luxury brands. It invites conceptual/theoretical or empirical papers using qualitative, quantitative or mixed methods from individuals and/or teams of researchers across academic fields around the world.

The key themes include (but not limited to):

  • Digital business models of luxury brands and value perceptions of digital luxury
  • Authenticity and multisensory luxury experience online
  • Omnichannel strategy of luxury brands and digital touchpoints
  • Digital eco-system of luxury retail
  • Shift in luxury consumer behaviour in the digital age
  • Luxury authenticity in the digital age
  • Consumers’ digital purchase journey for luxury brands
  • Digital resilience of the employees of luxury brands
  • Digital resilience of luxury brand consumers
  • Luxury brands during pandemics
  • Social responsibility of luxury brands in the digital age
  • Supply chain issues and challenges of luxury brands in the digital age amidst a crisis time

Submission Instructions

  1. Select "Digital Luxury Fashion During A Crisis: Boon Or Blight” when submitting your paper to ScholarOne
  2. Extended Abstract Submission Deadline: Sept. 27, 2021
  3. Full paper submission deadline: on or before February 28, 2022

Instructions for AuthorsSubmit an Article