Phygital Retailing in Fashion. Experiences, Opportunities and Innovation Trajectories

Iannilli, Valeria Maria; Spagnoli, Alessandra

doi:10.6092/issn.2611-0563/13120

Cited by 5 publications

(6 citation statements)

References 70 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…While only few years ago online shopping was considered a threat to the survival of the physical store (Pratte et al, 2014), today it is possible to affirm that this danger is not yet on the horizon. In fact, most of the retail sales are still taking place in physical stores (Iannilli & Spagnoli, 2021), reaffirming the importance of this channel even in a period of such rapid digital transformations.…”

Section: Physical Stores In the Omnichannel Strategymentioning

confidence: 90%

“…Through these resources, the traditional point-of-sale is implemented in order to enhance its physical dimension, blending it with the virtual one. Retail design intervenes in this transformation transposing virtual stimuli into the offline world, turning the shop into a more interactive environment with the use of innovative devices that confer added value to the space (Iannilli & Spagnoli, 2021).…”

Section: Shaping In-store Experience With Interaction Designmentioning

confidence: 99%

“…The increasing consumers' shift towards virtual channels, recently accelerated by the covid-19 pandemic, is making retailers questioning the purpose of physical store within this new, hyperconnected reality. Recent studies (Chen, 2020;Iannilli & Spagnoli, 2021) on the role of the brick-and-mortar store within the current retail panorama, agree on the fact that it is not disappearing, but facing a transformation in order to keep the pace of evolving purchasing methods and consumption models. Within this new context, the store is changing from being a place that simply provides products to buy, to being a place that provides experiences, regardless of where (or whether) the purchase is going to happen in the end (Chen, 2020).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Ciências Socialmente Aplicáveis: Integrando Saberes e Abrindo Caminhos VII

Rodrigues¹,

Marques²

2022

View full text Add to dashboard Cite

O conteúdo deste livro está licenciado sob uma Licença de Atribuição Creative Commons Atribuição-Não-Comercial NãoDerivativos 4.0 Internacional (CC BY-NC-ND 4.0). Direitos para esta edição cedidos à Editora Artemis pelos autores. Permitido o download da obra e o compartilhamento, desde que sejam atribuídos créditos aos autores, e sem a possibilidade de alterá-la de nenhuma forma ou utilizá-la para fins comerciais.A responsabilidade pelo conteúdo dos artigos e seus dados, em sua forma, correção e confiabilidade é exclusiva dos autores. A Editora Artemis, em seu compromisso de manter e aperfeiçoar a qualidade e confiabilidade dos trabalhos que publica, conduz a avaliação cega pelos pares de todos manuscritos publicados, com base em critérios de neutralidade e imparcialidade acadêmica.

show abstract

Section: Physical Stores In the Omnichannel Strategymentioning

confidence: 90%

Section: Shaping In-store Experience With Interaction Designmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Ciências Socialmente Aplicáveis: Integrando Saberes e Abrindo Caminhos VII

Rodrigues¹,

Marques²

2022

View full text Add to dashboard Cite

show abstract

“…For the occasion, a travelling pop-up exhibition is planned to showcase a unique collection of global exclusives created in collaboration with leading fashion designers (The Fabricant, 2022). The adoption of Digital Twins, together with other technologies that "activate" and "augment" the physical space of the exhibition/retail space, represents one of the first and most interesting experiments of phygital reality (Iannilli & Spagnoli, 2021). This approach connects the tangibility of the physical experience with the interactivity and smoothness so typical of the digital dimension (Figure 4).…”

Section: Digital Twin-empowered Phygital and Immersive Retail Experie...mentioning

confidence: 99%

Dematerializing fashion. Improving design-led sustainable and hybrid retail experiences via digital twins

Spagnoli,

Fabro Cardoso

2023

Connectivity and Creativity in Times of Conflict

View full text Add to dashboard Cite

Digitization has changed the way individuals build relationships, work, and consume. Such changes have affected the fashion industry in significant ways, revealing a whole series of new practices, not only regarding the design and manufacturing processes but also modifying how products are displayed, distributed, and consumed.In the age of connectivity and technological innovation, a dematerialized economy is being shaped based on rethought consumption patterns and solutions to reduce energy demand. New concepts come together aiming at the possibility of economic development supported by sustainable social and environmental practices. Regarding this, the fashion industry has relatively recently embraced the dematerialization of fashion products, exploring different paths and opportunities that multiply the possibilities of relationships with the consumer and on the other promotes more sustainable and valuable processes.Since the outbreak of the covid-19 pandemic, luxury brands and large retailers invested in the incorporation of new technologies, especially regarding the digitization of clothing, where multi-million partnerships between fashion brands and the games industry in the development of skins for electronic games proved to be a promising investment. In addition, for many companies, the adoption of 3D design and computer graphics software for the creation, modelling and prototyping processes represents an optimization in the workflow, increasing productivity, efficiency and reducing the environmental impact. The boundaries between the physical and the digital seem to be progressively being blurred, offering new experiences to users. In these circumstances, the Digital Twins technology, already adopted by other industries, is now starting to find its place in the fashion system, showing a potentially disruptive impact on traditional retail and communication channels that pass from omnichannel to phygital up to a new hybrid reality.Considering the range of applications and usability opened by the digitalization of fashion, the emergence of new technologies (AI, VR, MX, Digital Twins) and the complexity of new challenges and impositions faced by the design field, the present paper aims to define innovative trajectories within the fashion retail sector, impacting both business models (in order to make it more sustainable and valuable) and consumer experiences. In addition, this paper intends to discuss how design could contribute to creating new sustainable experiences, supporting the transition between physical and digital spaces, as well as adapting operational practices to make the phygital process positive and viable.

show abstract

“…The increasing digitalisation of the fashion field challenges the industry and higher-education institutions to develop new practices for designing and sharing digital fashion-related outcomes with increasingly digitalnative demographics (Bertola & Colombi, 2021;Iannilli & Spagnoli, 2021;Sun & Zhao, 2018). Consequently, growing customer bases favour experiences over products (Hunt, 2005), leading fashion designers and brands to collaborate with digital-native design disciplines to address the needs of customers who seek value in immaterial, experience-based design outcomes (Särmäkari, 2021).…”

Section: Introductionmentioning

confidence: 99%

Fashion and game design as hybrid practices: approaches in education to creating fashion-related experiences in digital worlds

Tepe

Koohnavard

2022

International Journal of Fashion Design, Technology and Educati

View full text Add to dashboard Cite

Collaborations between fashion and digital game design practitioners are intended to provide new fashion-related experiences in digital worlds, yet often result in garment designs that resemble physical equivalents rather than constituting innovative experiences. This research aimed to investigate possible criteria for developing digital design practices in higher education in fashion design that are informed by industry experts' experiences of fashion and digital game design. Specialists from both industries were interviewed to investigate how fashion design practices can create meaningful content for digital worlds. The findings suggest that fashion design practitioners in higher-education need to better understand the technical and sociodynamic peculiarities of digital worlds to create meaningful fashion-related outcomes, rather than recreating physical fashion in the digital realm. The findings further suggest that fashion designers would benefit from learning about digital software, tools, and methods that are shared by digital-native design disciplines to allow for connected workflows.

show abstract

Phygital Retailing in Fashion. Experiences, Opportunities and Innovation Trajectories

Cited by 5 publications

References 70 publications

Ciências Socialmente Aplicáveis: Integrando Saberes e Abrindo Caminhos VII

Ciências Socialmente Aplicáveis: Integrando Saberes e Abrindo Caminhos VII

Dematerializing fashion. Improving design-led sustainable and hybrid retail experiences via digital twins

Fashion and game design as hybrid practices: approaches in education to creating fashion-related experiences in digital worlds

Contact Info

Product

Resources

About