Shifting paradigms for fashion: from total to global to smart consumer experience

Abstract

Emergence of a global techno-economic system is challenging academia and the fashion industry. Consumers, the retail industry and business strategies are strategically contributing to the changing fashion paradigm, which is shifting from the Total (TCE), to Global (GCE) and to Smart Consumer Experience (SCE) concepts. The consumer experience is a pervasive value orientation that is transforming how consumers think, gain information, and make decisions about consumption activities to maximize their total experience value. Moreover, the experiences, products and services that consumers seek are being defined with a global and smart perspective that is made possible by boundary-free access to information and sourcing of products and services. Specifically, the smart consumer experience advocates consumer participation by leveraging the power of communities and networks and enabling consumers to influence retail businesses and co-create future marketspace values. This phenomenon has implications for fashion consumers and fashion retail industry business strategies since fashion is an emulated behavior.

Smart Consumers: A New Segment for Sustainable Digital Retailing in Korea

“…Smart consumers are intelligent consumers with multiple roles in the digital consumption environment [41]. According to the theory of the paradigm shift of consumer experience [41], the role has changed from the total consumer experience phase, which was limited to being the buyer in transactions, to the global consumer experience phase, in which consumers interact with other consumers, companies, or the market environment without time and spatial restriction, and to the smart consumer experience. Those in the smart consumer experience phase are deeply engaged in co-creating, sharing, and transforming values as key actors in the digital retailing context [41].…”

“…Therefore, this study pays attention to smart consumers who might reflect the nature of today's consumers. They are distinct from traditional consumers in their consumption and everyday life in terms of intelligence and multiple roles in the digital consumption environment [41,42]. Grounded in the theory of the paradigm shift of consumer experience [41], Ahn refined its six dimensional qualities that support various roles of smart consumers [43].…”

“…They are distinct from traditional consumers in their consumption and everyday life in terms of intelligence and multiple roles in the digital consumption environment [41,42]. Grounded in the theory of the paradigm shift of consumer experience [41], Ahn refined its six dimensional qualities that support various roles of smart consumers [43]. Although smart consumers and consumer smartness have been conceptually defined, there is no study that empirically confirms the identity of smart consumers or proves consumer smartness as an appropriate concept to understand consumer behaviors in the digital consumption environment.…”

Evolution of technologies in marketing: leading trends

“…Thus, potential buyers can check product ratings, promote a particular product or service, ask questions, send coupons, exchange opinions, photos, live videos, and express dissatisfaction with the products or services of the business (Piotrowicz and Cuthbertson 2014). Moreover, social media allows users to benefit from social structures, relationships and knowledge while becoming creators and influencers in the global community (Kim et al 2014).…”

Hijab(istas)—as Fashion Phenomenon. A Review

“…It follows that individuals rarely dress in an isolated manner, and dress is a less personal thing than it might seem: in their clothing choices, individuals rely on personal role models, bear in mind their affi liation and distinction needs to and from certain groups, can provide more or less radical messages about their preferences, etc. 7 Fashion is a dynamic phenomenon because it suffers frequent changes depending on cultural, social, economic, political, and aesthetic contexts; fashion trends emerge, get adopted or not, and fi nally are disappearing (Kim et al 2014). Fashion changes in relationship to social institutions, power relations, etc.…”