Editorial: Fashion communication: Between tradition and digital transformation

Abstract

We are happy and thrilled to introduce this thematic section of Studies in Communication Sciences (SComS), devoted to Fashion Communication. It was about two years ago when we first discussed the idea in Madrid: then we got the approval by SComS Editors, published the call, and eventually secured the outstanding collection of papers you have in your hands (or on your screen). A long and enriching journey, full of interactions, conversations, views and reviews, a journey that makes the scholar’s work so fascinating (even if, sometimes, not that fashionable).

A review of digital fashion research: before and beyond communication and marketing

“…Throughout history, technological advancements have shaped the nature of fashion: the first industrial revolution contributed to the mechanisation of fashion manufacture by exploiting water and steam power, the second revolution accelerated fashion production through the invention of electricity; the third one impacted the use of electronics and information technology within the fashion environment. The fourth, the so-called Industry 4.0, contributes to shape the fashion industry through an advancement of digital technologies, such as cyber-physical spaces, Internet of Things, computing tools, personalisation, localisation, and digitalisation of fashion heritage (Kalbaska, Sadaba, & Cantoni, 2018;Nobile & Kalbaska, 2020;Noris, SanMiguel, & Cantoni, 2020;Permatasari & Cantoni, 2019;Wang & Ha-Brookshire, 2018).…”

Public perceptions of digital fashion: An analysis of sentiment and Latent Dirichlet Allocation topic modeling

“…Its emergence is primarily dependent on "Industry 4.0." Digital technology advancements, including network physical space development, the Internet of Things, computing tools, and digitization of fashion heritage, indicate the fashion industry is transitioning into the digital world (Kalbaska et al, 2018;Nobile and Kalbaska, 2020;Noris et al, 2020). Noris et al (2021) divide the existing research on digital fashion into three major areas.…”

“…As a result of digitalizing the fashion industry, it was hoped to streamline the design, production, and business of physical products for the real world, as well as to achieve sustainability through the use of various digital tools ( Sayem, 2022 ). Its emergence is primarily dependent on “Industry 4.0.” Digital technology advancements, including network physical space development, the Internet of Things, computing tools, and digitization of fashion heritage, indicate the fashion industry is transitioning into the digital world ( Kalbaska et al, 2018 ; Nobile and Kalbaska, 2020 ; Noris et al, 2020 ). Noris et al (2021) divide the existing research on digital fashion into three major areas.…”

A digitális transzformáció megjelenése a divatipari értékesítési gyakorlatokban

“…A divatiparban a Covid-19 előtt is alkalmaztak már szenzorokat (Behr, 2018), rádiófrekvenciás nyomkövető technológiát (RFID) (Azevedo-Carvalho, 2012), nyomkövető rendszert, QR kódokat, robotizációt, block chain rendszert, big data-t, online kereskedelmet (Kalbaska et al, 2018). A pandémia alatt és a hullámok között (és után) az látható, hogy felgyorsult a technológiai fejlődés, egyre népszerűbbekké, elterjedtebbekké váltak a már meglévő megoldások.…”