Call for Papers: The New Marketing in Fashion E-commerce
Call for Papers: The New
Marketing in Fashion E-commerce
Journal of Global Fashion MarketingSpecial Issue, Deadline 30 November 2016
difficulty of translating the in-store experience to the online environment is
one of the main reasons why the fashion industry has been slower than other
sectors to adopt e-commerce. Recently, however, new information technologies
(ITs) are enabling consumers to evaluate fashion online, creating an interactive
and exciting shopping experience. As a result, clothing is now one of the
fastest-growing online categories of goods bought in the industry. This trend will
have serious consequences for brick-and- mortar stores. The aim special edition
issue is to gain a better understanding of multichannel fashion-shopping
experiences, focusing on the role of IT and the crossover effects between
channels and the internationalization process (Guercini and Runfola 2015).
Retailers and manufacturers must think in all channels holistically, boosting
interactive and new technologies for the Internet and taking advantage of all
touch-points with the consumer, including mobile devices and social networks.
of new technologies changes shoppers’ behavior. Growth of smartphone ownership
and deeper mobile Internet penetration are two contributors to this change. In
fact, consumers consider their own mobile devices as the most important form of
in-store technology. Increasing demand for mobile Websites and applications
confirms the challenge that mobile Internet represents for fashion retailers.
Social networks are an important challenge, too, as they are becoming a place
to start the shopping process, mainly through people seeking advice on Facebook
and Twitter. However, it is very common to use social networks to criticize
brands, so retailers must take special care of them as a part of their
multichannel offer (Kim and Ko 2012).
consider that use of technology in online environment produces a concrete
shopping experience that consumers could miss in the store. Consumers looking
for an interactive experience prefer 3D technologies such as image enlargement
and augmented reality. From their perspective, however, the in-store experience
has been unchanged for more than 30 years. They are eager for different
experiences, and they are able to pay more for them. What they expect from
stores, in short, is a memorable shopping experience. Despite knowledge that e-retail should offer
better economics for selling clothing than traditional storefronts (Barsh et
al., 2000) and a very effective way to expand the business and to have a broader
The potential topics for the planned special issue include,
but are not limited to (1) the relationship between
design and marketing in industrial marketing and IT or web use in fashion; (2) the role of the technology, e-commerce and the growth strategy and marketing
in the conquest new markets and consumers; (3) the marketing of the firm specialized in fashion e-commerce; (4) the
contribution of IT, e-commerce and marketing in the business models of
companies in the fashion industry; (5) the contribution of e-commerce and new
technologies to marketing orientation and market orientation in the business of
fashion; (6) the presence of e-commerce strategies in companies that integrate
retail; (7) firms based in fashion
e-business and their relationship with the consumer market and international
markets; (8) the strategies of firms in the
field of fashion e-business.
Chapman, P., James-Moore, M.,
Szczygiel, M. and Thompson, D. (2000), “Building internet capabilities in
SMEs”, Logistics Information Management, Vol. 13 No. 6, pp. 353-60.
Guercini, S., & Runfola, A.
(2015). Internationalization through E-Commerce. The Case of MultiBrand Luxury
Retailers in the Fashion Industry. Advances in International Marketing, Vol.
Jones, P., Clarke-Hill, C. & Hillier, D. (2002), “(R)etailing in the
UK”, Marketing Intelligence & Planning, Vol. 20 No. 4, pp. 229-33.
Kalakota, R., & Whinston, A. B. (1996). Frontiers of electronic
commerce. Addison Wesley Longman Publishing Co., Inc..
Kim, A. J., & Ko, E. (2012). Do social media marketing activities
enhance customer equity? An empirical study of luxury fashion brand. Journal of
Business Research, 65(10), 1480-1486.
Reynolds, J. (2000), “E-commerce: a critical review”, International
Journal of Retail & Distribution
Vol. 28 No. 10, pp. 417-44.
J. (2002), “Charting the multi-channel future: retail choices and
constraints”, International Journal of
Retail & Distribution Management, Vol. 30 No. 11, pp. 530-5.
Strauss, J. & Frost, R. (2001),
E-Marketing, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ. Webdale, J. (2003), “Refashioned”, New Media Age, March 27, p. 23
J. (2003), “Refashioned”, New Media Age, March 27, p. 23.
Interested contributor are requested to submit
the full paper (between 4,000 and
8,000 words including cover page, abstract page, text pages and reference page,
plus up to 5 tables and figures) by November 30th 2016.
Submission to the Guest Editors:
Professor of Marketing, Dept. of Business Sciences, University of Florence, Via
delle Pandette 9, 50126 Florence, Tel. 0039 055 4374704, Fax 0039 055 4374910, E-mail:
Associate Professor of Marketing, Dept. of Business Sciences, University of
Navarra, Campus Universitario s/n, 31008 Pamplona, Tel. 0034 948 425600