Call for Papers:
Special Issue of Journal of Global Fashion Marketing on
“Fashion Marketing and Management in the Age of Digital Challenges”
Extended Submission Deadline for Extended Abstract: February 28, 2025
Full Paper Submission Deadline to JGFM: August 15, 2025
The Journal of Global Fashion Marketing will publish a special issue on “Fashion Marketing and Management in the Age of Digital Challenges” with selected papers accepted and presented in a track called “Fashion Marketing and Management in the Age of Digital Challenges” at the 2025 Global Marketing Conference at Hong Kong.
Industries across the globe are being transformed by the digital revolution, and the fashion industry is no exception. As fashion brands work to stay competitive, they face both opportunities and challenges in adapting to cutting-edge technologies and evolving consumer needs. This special issue of the Journal of Global Fashion Marketing seeks to examine these dynamics under the theme of ‘Fashion Marketing and Management in the Age of Digital Challenges.’
The focal question for this issue revolves around how fashion marketers and managers can thrive in an environment shaped by rapid technological progress and growing digital complexities. Key advancements, including digital platforms, augmented and virtual reality (AR/VR), artificial intelligence (AI), blockchain, and the metaverse, are redefining marketing approaches. These innovations create immersive experiences, foster deeper consumer interactions, and offer opportunities for enhanced personalization and transparency. For example, NFTs have become vital in conveying brand exclusivity and authenticity, helping to build both trust and loyalty (Cho, Ko, & Taylor, 2025; Profumo et al., 2024). Likewise, virtual reality fashion shows have demonstrated their effectiveness in boosting consumer engagement by delivering rich sensory experiences (Cho, Ko, & Jung, 2024; Fang & Chung, 2024).
Nevertheless, these technological shifts also present complex challenges. Issues such as data privacy, security, and the ethical deployment of AI are increasingly pressing (Appiah, Gabrielsson, & Rialp Criado, 2024; Vladimirova et al., 2024), prompting fashion brands to adopt robust risk management strategies. Social media has become a double-edged sword—enhancing brand reach while simultaneously raising concerns about consumer trust and misinformation (Ma et al., 2025; Vladimirova et al., 2024). Moreover, cybersecurity issues are emerging due to advancing technologies (Gupta & Rathore, 2024).
This special issue aims to expand academic understanding of how digital challenges are reshaping strategies in fashion marketing and management. While digital innovations offer exciting opportunities for engagement and business growth, they also create ethical and operational dilemmas. Fashion brands need to navigate this terrain with a balance of creativity and responsibility.
We invite submissions that present empirical research, theoretical frameworks, or practical case studies exploring the interaction between digital innovation and fashion marketing. The following topics are suggested, although additional contributions are welcome.
Themes and Topics:
The impact of generative AI on fashion marketing creativity and innovation
Digital sustainability strategies and eco-friendly consumer engagement
Managing misinformation and digital reputation for fashion brands
The role of augmented and virtual reality in consumer experience design
Ethical considerations in using virtual influencers and AI-generated content
Blockchain applications for transparency and authenticity in fashion marketing
Data-driven personalization versus consumer trust in digital platforms
Digital risk management strategies for fashion brands
Consumer perceptions of privacy and data security in digital fashion marketing
Omni-channel integration challenges and best practices
The influence of digital fashion platforms and ecosystems on business performance
We look forward to your valuable contributions and to advancing research on fashion marketing and management in the digital era.
Conference Submission and Review Process: Among submissions to the track “Fashion Marketing and Management in the Age of Digital Challenges” of the 2025 GMC at Hong Kong, papers selected by the special issue guest editor will be considered for submission to this special issue of the Journal of Global Fashion Marketing on “Fashion Marketing and Management in the Age of Digital Challenges.” All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2025 Global Marketing Conference (GMC) at Hong Kong submission page: https://2025gmc.imweb.me/22. Full paper or extended abstract submissions to the 2025 GMC at Hong Kong should follow the 2025 GMC submission guidelines (https://2025gmc.imweb.me/35/?bmode=view&idx=19638135&back_url=&t=board&page=). All manuscripts submitted must not have been published, accepted for publication, or be currently under consideration elsewhere.
JGFM Special Issue Submission and Review Process: Selected papers will be invited to submit full papers to the JGFM special issue on Fashion Marketing and Management in the Age of Digital Challenges. Full papers must be formatted in accordance with the submission guidelines of the Journal of Global Fashion Marketing (https://www.tandfonline.com/action/authorSubmission?show=instructions&journalCode=rgfm20).
2025 Global Marketing Conference at Hong Kong: https://2025gmc.imweb.me/
Journal of Global Fashion Marketing: https://www.tandfonline.com/journals/rgfm20
Guest Editor
Prof. Eunju Ko, Yonsei University (ejko@yonsei.ac.kr)
Associate Guest Editor
Dr. Minjung Cho, The Hong Kong Polytechnic University (minjung.cho@polyu.edu.hk)
References
Appiah, E. K., Gabrielsson, P., & Criado, A. R. (2025). The role of digitalization in early internationalization Research: A systematic literature review and future research directions. Journal of Business Research, 186, 115043.
Cho, M., Ko, E., & Jung, H. (2024). Virtual reality luxury fashion show: how imaginary space influences brand word‑of‑mouth. International Journal of Advertising, 1-20.
Cho, M., Ko, E., & Taylor, C. R. (2025). The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory. Journal of Global Fashion Marketing, 16(1), 1-17.
Fang, Y., & Chung, Y. (2024). Interplay of immersion, absorption, and flow in virtual reality: Based on experience economy theory and flow theory. Journal of Global Fashion Marketing, 1-19.
Gupta, R., & Rathore, B. (2024). Exploring the generative AI adoption in service industry: A mixed-method analysis. Journal of Retailing and Consumer Services, 81, 103997.
Ma, C., Wang, B. W., Dai, L., Guan, X., & Yang, Z. (2025). What determines the effectiveness of social media influencer marketing? An fsQCA-based study of influencer characteristics and content features’ configurational effects. Journal of Business Research, 189, 115170.
Profumo, G., Testa, G., Viassone, M., & Ben Youssef, K. (2024). Metaverse and the fashion industry: A systematic literature review. Journal of Global Fashion Marketing, 15(1), 131-154.
Vladimirova, K., Henninger, C. E., Alosaimi, S. I., Brydges, T., Choopani, H., Hanlon, M., ... & Zhou, S. (2024). Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda. Journal of Global Fashion Marketing, 15(2), 181-202.
Call for Papers:
Special Issue of Journal of Global Fashion Marketing on
“Fashion Marketing and Management in the Age of Digital Challenges”
Extended Submission Deadline for Extended Abstract: February 28, 2025
Full Paper Submission Deadline to JGFM: August 15, 2025
The Journal of Global Fashion Marketing will publish a special issue on “Fashion Marketing and Management in the Age of Digital Challenges” with selected papers accepted and presented in a track called “Fashion Marketing and Management in the Age of Digital Challenges” at the 2025 Global Marketing Conference at Hong Kong.
Industries across the globe are being transformed by the digital revolution, and the fashion industry is no exception. As fashion brands work to stay competitive, they face both opportunities and challenges in adapting to cutting-edge technologies and evolving consumer needs. This special issue of the Journal of Global Fashion Marketing seeks to examine these dynamics under the theme of ‘Fashion Marketing and Management in the Age of Digital Challenges.’
The focal question for this issue revolves around how fashion marketers and managers can thrive in an environment shaped by rapid technological progress and growing digital complexities. Key advancements, including digital platforms, augmented and virtual reality (AR/VR), artificial intelligence (AI), blockchain, and the metaverse, are redefining marketing approaches. These innovations create immersive experiences, foster deeper consumer interactions, and offer opportunities for enhanced personalization and transparency. For example, NFTs have become vital in conveying brand exclusivity and authenticity, helping to build both trust and loyalty (Cho, Ko, & Taylor, 2025; Profumo et al., 2024). Likewise, virtual reality fashion shows have demonstrated their effectiveness in boosting consumer engagement by delivering rich sensory experiences (Cho, Ko, & Jung, 2024; Fang & Chung, 2024).
Nevertheless, these technological shifts also present complex challenges. Issues such as data privacy, security, and the ethical deployment of AI are increasingly pressing (Appiah, Gabrielsson, & Rialp Criado, 2024; Vladimirova et al., 2024), prompting fashion brands to adopt robust risk management strategies. Social media has become a double-edged sword—enhancing brand reach while simultaneously raising concerns about consumer trust and misinformation (Ma et al., 2025; Vladimirova et al., 2024). Moreover, cybersecurity issues are emerging due to advancing technologies (Gupta & Rathore, 2024).
This special issue aims to expand academic understanding of how digital challenges are reshaping strategies in fashion marketing and management. While digital innovations offer exciting opportunities for engagement and business growth, they also create ethical and operational dilemmas. Fashion brands need to navigate this terrain with a balance of creativity and responsibility.
We invite submissions that present empirical research, theoretical frameworks, or practical case studies exploring the interaction between digital innovation and fashion marketing. The following topics are suggested, although additional contributions are welcome.
Themes and Topics:
The impact of generative AI on fashion marketing creativity and innovation
Digital sustainability strategies and eco-friendly consumer engagement
Managing misinformation and digital reputation for fashion brands
The role of augmented and virtual reality in consumer experience design
Ethical considerations in using virtual influencers and AI-generated content
Blockchain applications for transparency and authenticity in fashion marketing
Data-driven personalization versus consumer trust in digital platforms
Digital risk management strategies for fashion brands
Consumer perceptions of privacy and data security in digital fashion marketing
Omni-channel integration challenges and best practices
The influence of digital fashion platforms and ecosystems on business performance
We look forward to your valuable contributions and to advancing research on fashion marketing and management in the digital era.
Conference Submission and Review Process: Among submissions to the track “Fashion Marketing and Management in the Age of Digital Challenges” of the 2025 GMC at Hong Kong, papers selected by the special issue guest editor will be considered for submission to this special issue of the Journal of Global Fashion Marketing on “Fashion Marketing and Management in the Age of Digital Challenges.” All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2025 Global Marketing Conference (GMC) at Hong Kong submission page: https://2025gmc.imweb.me/22. Full paper or extended abstract submissions to the 2025 GMC at Hong Kong should follow the 2025 GMC submission guidelines (https://2025gmc.imweb.me/35/?bmode=view&idx=19638135&back_url=&t=board&page=). All manuscripts submitted must not have been published, accepted for publication, or be currently under consideration elsewhere.
JGFM Special Issue Submission and Review Process: Selected papers will be invited to submit full papers to the JGFM special issue on Fashion Marketing and Management in the Age of Digital Challenges. Full papers must be formatted in accordance with the submission guidelines of the Journal of Global Fashion Marketing (https://www.tandfonline.com/action/authorSubmission?show=instructions&journalCode=rgfm20).
2025 Global Marketing Conference at Hong Kong: https://2025gmc.imweb.me/
Journal of Global Fashion Marketing: https://www.tandfonline.com/journals/rgfm20
Guest Editor
Prof. Eunju Ko, Yonsei University (ejko@yonsei.ac.kr)
Associate Guest Editor
Dr. Minjung Cho, The Hong Kong Polytechnic University (minjung.cho@polyu.edu.hk)
References
Appiah, E. K., Gabrielsson, P., & Criado, A. R. (2025). The role of digitalization in early internationalization Research: A systematic literature review and future research directions. Journal of Business Research, 186, 115043.
Cho, M., Ko, E., & Jung, H. (2024). Virtual reality luxury fashion show: how imaginary space influences brand word‑of‑mouth. International Journal of Advertising, 1-20.
Cho, M., Ko, E., & Taylor, C. R. (2025). The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory. Journal of Global Fashion Marketing, 16(1), 1-17.
Fang, Y., & Chung, Y. (2024). Interplay of immersion, absorption, and flow in virtual reality: Based on experience economy theory and flow theory. Journal of Global Fashion Marketing, 1-19.
Gupta, R., & Rathore, B. (2024). Exploring the generative AI adoption in service industry: A mixed-method analysis. Journal of Retailing and Consumer Services, 81, 103997.
Ma, C., Wang, B. W., Dai, L., Guan, X., & Yang, Z. (2025). What determines the effectiveness of social media influencer marketing? An fsQCA-based study of influencer characteristics and content features’ configurational effects. Journal of Business Research, 189, 115170.
Profumo, G., Testa, G., Viassone, M., & Ben Youssef, K. (2024). Metaverse and the fashion industry: A systematic literature review. Journal of Global Fashion Marketing, 15(1), 131-154.
Vladimirova, K., Henninger, C. E., Alosaimi, S. I., Brydges, T., Choopani, H., Hanlon, M., ... & Zhou, S. (2024). Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda. Journal of Global Fashion Marketing, 15(2), 181-202.