Artificial Intelligence (AI) is reshaping contemporary fashion by transforming design processes, production systems, and sustainability strategies in the textile and apparel sector. Amid growing concerns over overconsumption, environmental degradation, carbon emissions, and social inequities, AI has emerged as both a technological enabler and a subject of ethical scrutiny. This study examines the influence of AI on creative practice, circular design implementation, and responsible innovation in fashion. Drawing on a qualitative synthesis of systematic literature, design theory, and industry case analyses, this study proposes a framework that situates AI within sustainable fashion discourse. Findings indicate that generative design tools, virtual prototyping, digital twins, and predictive analytics support waste reduction, virtual sampling, demand-responsive production, and informed material selection. AI-enabled resale systems, automated textile sorting, and blockchain-based traceability strengthen circular economy initiatives by extending product lifecycles and improving transparency. However, algorithmic decision-making challenges authorship, craftsmanship, dataset neutrality, and labor structures. Concerns over bias, intellectual property ambiguity, digital energy consumption, and workforce displacement complicate sustainability narratives. The study argues that sustainable transformation requires a human-centered governance approach in which AI augments rather than replaces creative agency and is supported by ethical regulation and critical design education. By integrating sustainability theory, computational creativity, and AI ethics, this research contributes a holistic framework for responsible AI adoption in fashion systems.
The study applies a qualitative analytical approach utilizing a unique methodological framework: content analysis of global forecasting reports, algorithmic monitoring of social media engagement and comparative benchmarking of material technological specifications. Methods of morphological, colorimetric and semiotic analysis were utilized to identify key aesthetic and technological dominants. The research revealed a fundamental “aesthetic polarization” in 2025: the coexistence of “Phygital” aesthetics (metallics, 3D abstraction, neural network textures) and “Radical naturalness” (biomimicry, tactile surfaces). The concept of “architectural morphology” is introduced and substantiated, where the nail shape is conceptualized as an ergonomic structure with a compensatory function for anatomical correction. It is established that modern nail art requires the implementation of algorithmic design principles, including the Golden Ratio rule and specific colorimetric formulas (60-30-10), to achieve compositional integrity. The further development trajectory of the industry lies in the synergy of artistic modeling, digital services (AR fitting) and biotechnologies (“smart” and regenerative coatings). The work establishes a theoretical basis for elevating professional standards within the nail industry References 1. Belk, R. W. (2013). The extended self in a digital world. Journal of Consumer Research, 40(3), 477-500. 2. Kataila, Natalia. (2021). "Digital Fashion" on Its Way from Niche to the New Norm. 3. Kapferer, Jean-Noël & Michaut, Anne. (2015). Luxury and sustainability: a common future? The match depends on how consumers define luxury. Luxury Research J.. 1. 3. 10.1504/LRJ.2015.069828. 4. Hill, S. E., Rodeheffer, C. D., Griskevicius, V., Durante, K., & White, A. E. (2012). Boosting beauty in an economic decline: mating, spending, and the lipstick effect. Journal of personality and social psychology, 103(2), 275–291. https://doi.org/10.1037/a0028657 5. Lochhead, Robert. (2007). The Role of Polymers in Cosmetics: Recent Trends. ACS Symposium Series. 961. 3-56. 10.1021/bk-2007-0961.ch001. 6. Dorschel, Robert & Hermans, Anne-Mette. (2025). Body, beauty, enrichment: Theorizing the rise of the cosmetic industry through Boltanski and Esquerre's framework of enrichment. Journal of Cultural Economy. 1-17. 10.1080/17530350.2025.2478859. 7. Bhardwaj, Vertica. (2010). Fast fashion: Response to changes in the fashion industry. The International Review of Retail. Distribution and Consumer Research. 165-173. 10.1080/09593960903498300. 8. Goffman, E. (2021). The Presentation of Self in Everyday Life (Revisited ed.). Anchor Books. 9. Kim, E., Fiore, A. M., & Kim, H. (2021). Fashion trends: Analysis and forecasting (3rd ed.). Berg Publishers. 10. Draelos, Z. D. (2024). Cosmetic Dermatology: Products and Procedures (3rd ed.). Wiley-Blackwell. 11. Baran, R., & Maibach, H. I. (2019). Textbook of Nail Diseases: Diagnosis, Therapy, and Surgery (5th ed.). CRC Press. 12. Scher, R. K., & Daniel, C. R. (2005). Nails: Diagnosis, Therapy, Surgery. Elsevier Health Sciences. 13. Rieder, E. A., & Tosti, A. (2016). Cosmetically Induced Disorders of the Nail with Update on Contemporary Nail Manicures. The Journal of clinical and aesthetic dermatology, 9(4), 39–44. 14. de Berker D. (2013). Nail anatomy. Clinics in dermatology, 31(5), 509–515. https://doi.org/10.1016/j.clindermatol.2013.06.006 15. Elliot, A. J., & Maier, M. A. (2014). Color psychology: effects of perceiving color on psychological functioning in humans. Annual review of psychology, 65, 95–120. https://doi.org/10.1146/annurev-psych-010213-115035 16. Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(6), 711-727. 17. Joy, Annamma & Zhu, Ying & Peña-Moreno, Camilo & Brouard, Myriam. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non‐fungible tokens. Strategic Change. 31. 337-343. 10.1002/jsc.2502. 18. Fraser, T., & Banks, A. (2004). Designer’s Color Manual: The Complete Guide to Color Theory and Application. Chronicle Books. 19. Pazda, Adam & Elliot, Andrew & Greitemeyer, Tobias. (2012). Sexy red: Perceived sexual receptivity mediates the red-attraction relation in men viewing woman. Journal of Experimental Social Psychology. 48. 787–790. 10.1016/j.jesp.2011.12.009. 20. Mezger, T. G. (2020). The Rheology Handbook: For those with practical tasks in rheology and viscometry (5th ed.). Vincentz Network. 21. Chevreul, M. E. (2021). The Principles of Harmony and Contrast of Colors and Their Applications to the Arts (Reprint ed.). Schiffer Publishing. (Original work published 1989). 22. Fechner, G. T. (2021). Vorschule der Aesthetik (Propaedeutics of Aesthetics) (Modern Translation). Breitkopf & Härtel. (Original work published 1876).
In an era of fast-pace technological change, the internet is evolving from Web 1.0 (static, one-way communication) and Web 2.0 (interactive, collaborative platforms) to Web 3.0, characterized by decentralization, artificial intelligence, blockchain, and a focus on authentic values and meaningful connections. Web 3.0 empowers consumers and transforms the internet into a decentralized platform where users control their personal data, intermediaries are replaced by smart contracts and blockchain, but it also introduces challenges such as technological complexity, security risks, regulatory difficulties, and interoperability with Web 2.0. Web 3.0 marketing emphasizes an approach that includes emotional, cultural, and spiritual dimensions, enabling brands to gain a profound and lasting relevance. In this paper we analyse the multifacets of Web 3.0 marketing in the fashion industry, a sector intensely transformed by social, cultural, and technological dynamics. We investigate how marketing principles and Web 3.0 technologies, such as non-fungible tokens (NFTs), the metaverse, and digital identity, are being incorporated into fashion brand strategies, highlighting the benefits and challenges of building authentic relationships with consumers. Fashion brands are embracing emerging technologies to create immersive experiences and loyalty through NFTs, augmented reality, and virtual spaces in the metaverse.
Open access
Fashion and Cultural Textiles
Impact of AI and Big Data on Business and Society
Consumer Behavior in Brand Consumption and Identification
Abstract New technologies, such as 3D digital rendering, immersive platforms, non-fungible tokens (NFTs) and AI, are creating new opportunities within the fashion industry, including virtual fashion. This chapter discusses how fashion brands communicate virtual products, by analysing the Neo-Ex campaign from Carlings. The study takes its point of departure in the key questions: What arguments are employed to market the garments, and how do fashion brands create a demand for these novel products, as well as attempting to construct a consumer understanding of what this new phenomenon is. Using a multimodal method and a document study, the study analyses campaign material, films, images, and articles, through the lens of brands as cultural intermediaries. Three themes emerged: virtual fashion as a concept for identity construction that advocates creativity , attitude , futurism , and early adopters , as well as communicating that virtual fashion is sustainability conscious. The main contribution is identifying the following three tactics for communicating virtual fashion: utilising emerging technologies for identity construction; educating the consumer; and using sustainability to validating its existence . While the first two tactics focus on building consumer awareness and acceptance, the third highlights sustainability as a rationale to legitimise virtual products.
This study examines the evolving landscape of art patronage in India amidst the digital transformation, with a focus on the traditional and Non-Fungible Token (NFT) art markets. Drawing on data from the Artnet Art Market Report spanning from 2019 to 2023, the research employs quantitative analysis to compare sales volumes, average prices, regional distribution of buyers, gender representation, artist mediums, market sentiment, and platform dominance. Key findings include the exponential growth of NFT art sales volumes, the premium associated with digital artworks, and the urban-centric nature of NFT art patronage. Gender disparities in art patronage and the dominance of digital artists in the NFT market also emerge as significant trends. The implications of these findings underscore the importance of adapting to digital transformation trends, promoting inclusivity and accessibility within the art community, and leveraging digital platforms for growth and innovation. By bridging the gap between traditional and digital art markets, this research contributes to a deeper understanding of the cultural, social, and economic implications of digital technologies in the arts.
This paper examines the strategic decisions of fashion brands to develop and sell non-fungible tokens (NFTs) within the metaverse. We construct two operational models based on whether NFTs are adopted: the traditional fashion model without NFT (Scenario T) and the digital fashion model with NFT (Scenario D). By comparing the equilibrium outcomes of fashion brands in Scenarios T and D, we derive valuable insights into the implementation of digital strategies in the fashion industry. Our analysis reveals three key findings. First and foremost, the proportion of fashion customers to conventional customers, as well as the digital value and cost of NFTs, are direct factors influencing the adoption of digital strategies by fashion brands. Secondly, opportunistic pricing by manufacturers is an indirect factor influencing fashion brands’ strategic choices, and a fixed production price contract can effectively avoid this case. Finally, we find that personalized pricing and a free NFT strategy are effective tools to boost fashion brands’ digital revenues.
Open access
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification
Marina Ricci, Alessandra Scarcelli, Annalisa Di Roma
This paper presents the outcomes of the Moda 4.0 research project—carried out by the Design_Kind Lab at Politecnico di Bari in collaboration with Emme Evolution S.r.l.—showing how digital transformation drives sustainability in the fashion retail sector. By developing and integrating digital systems and tools for multimedia content creation, distribution, and consumption, the study illustrates how emerging technologies inform new skill sets in product and service design while fostering novel cultural values. The research guides the partner fashion company's digital transition through a structured, multidisciplinary design approach, emphasizing sustainability across products and processes. The project delineates three digital strategies related to technologies: (I) metaverse and virtual worlds, (II) Virtual and Augmented Reality, and (III) Non-Fungible Tokens. Ultimately, the findings highlight that holistic, future-oriented digital strategies enhance creative expression and customer experiences and reinforce environmentally responsible and agile innovation in the fashion industry.
In this article, the author analyzes the structure and mechanism of non-fungible tokens (NFT), in particular, the key stages of their use, benefits for creators and collectors, development prospects in this area and emerging problems. The main idea of the article is that at present, NFT is a revolutionary discovery in the field of art, contributing to the democratization of access to art and opening up new opportunities for monetization of digital content. The purpose of this study is to study the phenomenon of NFT as a new tool for realizing the creative potential of the author, and assess its impact on art. The main objective is to identify the main stages of the creation of non-fungible tokens, determine the features, advantages, disadvantages and legal aspects of this technology. When working on this study, the following methods were used: analytical, observation and comparison, systematization and synthesis. As a result of the study, it became clear that since 2017 there has been a steady increase in interest in the NFT sphere from users, and positive dynamics are expected in 2025-2026. The author outlined the current state and possibilities of NFT in the art market, revealed current problems and opportunities for authors, the mechanism of operation and advantages of this technology in the context of copyright, systematized possible NFT assets and ways of interacting with them, and considered measures to ensure user security to prevent hacker threats. Currently, NFT is a unique and promising mechanism that is continuously improving and is capable of significantly changing the perception of art and the ways people interact with art as digital assets.
This is an accepted article with a DOI pre-assigned that is not yet published.Virtual luxury NFT (non-fungible tokens) wearables, introduced by luxury fashion brands, primarily represent digital versions of clothing and accessories minted as NFTs. While young consumers are the key consumer segment for virtual luxury NFTs, research fully investigating young consumers’ motivations to purchase virtual luxury NFTs are scarce and limited, with only a few investigating consumers’ general interest in fashion NFTs employing a qualitative approach or primarily focusing on economic or technical value of NFTs. Drawing from the Customer Value Framework (CVF), this study aims to investigate how multifaceted perceived values associated with luxury consumption and virtual product consumption influence the purchase attitude of young consumers and their willingness to purchase and pay price premiums for virtual luxury NFT wearables. Furthermore, this study explores the moderating effects of gender and income to account for variations in interests and knowledge among different demographic groups.
Digital fashion, a burgeoning intersection of digital media and the fashion industry, consists of 3D-modeled garments and accessories that are represented through digital environments such as metaverses, augmented reality (AR), virtual reality (VR), and sold or authenticated using non-fungible tokens (NFTs). Unlike physical fashion, these digital items do not exist in conventional material form and are not designed for physical wear, shifting the pictorial representation of fashion from digital photography to computer-generated imagery (CGI). This paper critically examines discourses surrounding digital fashion and the perceptions of immateriality as well as common associations between technological advancement and political and social progress. These discourses are often framed by technological determinism, which positions the rise of digital worlds as inevitable, and presents innovation as a natural response to historical developments. The aim of this paper is to highlight the materiality of digital fashion which arises from the engagement between physical bodies and digital spaces. Furthermore, this process relies on physical infrastructures, from technological hardware and servers to the environmental impacts tied to its circulation and storage, and is further shaped by the software and platforms that enable its production and use. This study provides a framework to engage critically with digital fashion’s conceptual and material dimensions, offering insight into its evolving role in the larger discourse on technology and culture as virtual spaces continue to expand.
The development of digital art has been marked by numerous transformative phases, with the rise of NFTs (non-fungible tokens) representing a pivotal moment in its evolution. This paper posits that the ascent of NFT art is closely linked to the COVID-19 pandemic, which catalyzed a shift towards digital mediums and redefined the relationship between art and technology. NFTs not only revolutionized the creation, distribution, and monetization of digital art by embedding databases and data archives into the artwork itself, but they also challenged traditional notions of ownership and value in the art world. This study examines how NFTs altered the perception of digital art, particularly during the pandemic, and investigates the factors contributing to the subsequent decline in their prominence after the initial surge of interest.
This article provides the short and non-linear history of digital fashion, arguing that it is entangled with the development of digital environments and virtual worlds. Unlike material clothes, digital fashion end products are created digitally, for digital use. Digital fashion can range from digital skins for gamified environments or virtual influencers to superimposed images, Augmented Reality filters, Non-Fungible Tokens (NFTs), and digital twins or phygital fashion. We trace the emergence and development of digital fashion through pivotal themes: from its relation to virtual worlds, the Internet, and e-commerce, to the implementation of avatars and fashion in videogames, to the commercially led digital fashion industry that has emerged in the past few years in what is called Web 3.0, and finally, we look at the recent surge of interest in artificial intelligence and its potential complications for digital fashion.
Although there is not yet a consolidated and shared definition of metaverse, this concept has established itself in recent years within the public debate, in particular within specific markets, such as in the case of fashion. We constantly read in specialized and non-specialized magazines, about brands who landed in the metaverse or opened their first store there, or released their first Non Fungible Tokens (NFTs ). However, the apparent concreteness of these statements corresponds to a widespread confusion from the consumers’ side. The aim of this article is to reflect, starting from the results of a qualitative research on international Millennials and Generation Zed consumers, on the meanings associated with the metaverse, on the overlap between it and the concepts of fashion digitalization and digital clothing; finally on the effective media literacy and expectations of who should be the target of these innovations. In particular, the goal is to investigate the well-known relation between fashion and individual self-presentation within the metaverse.
In this era of boundless potential that the age of technology brought with it, artists are lured by the limitless terrain of digital world. Regardless, the existing backdrop presents issues for artists who work in the old-fashioned mediums and even one’s who work in the digital mediums, as it seems that they possess distinct challenges such as reduced revenue, complicated views on streaming statistics, copyright issues, and an old framework that is failing to suit the new digital era demands. This paper seeks to elevate the model in the form of digital art domain by combining non fungible tokens and blockchain technology. This paper proposes to respond to the looming challenges of copyright infringement as well as guaranteeing income security of digital artists. With the help of blockchain technology, this model provides a revolutionary change in the digital art world by providing a decentralized and artisanal environment that changes the digital creativity landscape.
This study aimed to explore consumer responses to freebie promotional bundles involving Non-Fungible Tokens (NFTs) in the fashion industry. The study investigated how the positioning of NFTs as either a focal or freebie product in promotional bundles influences consumers' perceptions of conspicuous value, perceived risk, and purchase intentions according to the brand type (Luxury vs. Non-luxury). The research finds that for non-luxury brands, conspicuous value is higher when NFTs are offered as freebies, while for luxury brands, conspicuous value remains consistent regardless of the bundle type. However, luxury brands face higher perceived risk when NFTs are the focal product. The study concludes that non-luxury brands should use NFTs as freebies to enhance conspicuous value, whereas luxury brands need to carefully consider consumer risk perceptions in their NFT promotions. These insights provide valuable guidance for developing effective NFT promotional strategies in the fashion industry.
Abstract In the modern world, the fashion industry is constantly evolving, and digital technologies are having an increasingly significant impact on its development. Therefore, the research relevance is determined by the need to explore the features of modern digital fashion concerning the commercial aspect, ethical issues and concept of sustainable fashion. This research aims to predict the prospects for the development of digital fashion in the fashion and design industry, and is based on the following methods: analytical, comparative, generalisation and systematisation methods. The study results showed that digital fashion is becoming increasingly popular among well-known brands, designers and fashion houses, while the commercial use of digital fashion is expanding thanks to the non-fungible token (NFT) platform and other digital tools. At the same time, the research also identifies ethical issues related to the protection of intellectual property in digital reality. Furthermore, the research analyses the segmentation of the digital fashion market and forecasts the development of this industry until 2030 and beyond. In terms of the relationship with the concept of sustainable fashion, it is found that digital fashion can contribute to sustainable development by reducing the use of physical resources and preserving the environment.
Non-Fungible Tokens were unknown territory for many but came to the fore with the $69 million sale of Beeple at Christie’s in 2021. Since then, a lot has happened in the world of NFTs, especially in the art world and on the art market. The main problem that this article seeks to address is the lack of an overview of the tangle of NFTs in the art world. It is therefore useful to take a bird’s-eye view of the phenomenon. The NFT puts digital art in a different perspective and raises questions about decentralization, sustainability, and copyright. This article will give a brief overview of the history of the NFT in the art market, as well as definitions and insights helpful for understanding the role of NFTs in the art world. The popularization of digital media and the never-ending digitalization are factors that need to be considered. As it caused a small but substantial rupture in the art world during and after COVID-19, this article also considers the future role of the NFT in the arts.
In a new era of technology and sustainable financing, the poignant revival of traditional handloom techniques in contemporary fashion is gaining prevalence.This return to quality reflects an upsurge in the respect for genuine artisanal techniques from of old, a concern about environmental sustainability and-across all spectrums-the desire to fund models that better effect the planet.This study aims to explore the revival of traditional techniques within contemporary fashion culture to approach towards an emerging sustainable, cultural and ethical priority.Unlike efficiently manufactured textiles, handloom textures frequently use normal filaments and dyes, minimizing the environmental impression of the material industry.Even the decentralized idea of handloom creation lessens dependence on energy-escalated hardware and transportation, lining up with standards of economical utilization and production.By embracing and reviving the techniques, societies recover their social identity, fostering a feeling of satisfaction and Continuity.Moreover, the recovery of conventional handloom procedures holds huge financial significance, basically where these practices have been the foundation of occupations for generations.By supporting nearby craftsmen and winding around communities, this restoration engages underestimated groups, promotes fair work rehearses and adds to the monetary versatility of rustic areas.Through a mix of verifiable investigation, financial examination and natural considerations.It looks to enlighten the importance and capability of resuscitating customary handloom techniques.Nowadays the intricacies of globalization and modernization, the recovery of these strategies fills in as a guide of resilience, offering a pathway towards an additional comprehensive, socially rich and ecologically feasible future.
Two years into the metaverse utopia and with the promising launches of metaverse Fashion Weeks for two years in a row, the creative industries have not yet lost their enthusiasm for experimenting with digital worlds. In practice, brand owners ‘mint’ non-fungible tokens,or NFTs, associated with their real-world or purely digitalassetsthat most commonly enjoy intellectual property (IP) protections, such asfashion designs. Those can be sold at dedicated NFT marketplaces, but are often interoperable, or capable of being used across a number of different digital worlds. This articleendeavours to shed light into the following key question: to what extent intellectual property rights vested into real-world creations can be transposed into the digital and by extension, whether the legal protection offered can be given its full effect in a digital unregulated space, where users’ identities are anonymous or pseudonymous. By weighing the expected benefits and losses from a UK & EU intellectual property perspective, the authorquestions: Are NFTs and the metaverse more than a gimmick? And hence, is the metaverse a market worth investing for fashion brands? The articlefirst exploresthe metaverse for fashion, as well as designers’ andbrands’ activity in this novel market space, followed by an in-depth discussion on the intellectual property question posed.
Nathier Abrahams, Pitso Tsibolane, Jean-Paul Van Belle
Digital art has many major pitfalls, ranging from issues around tracking ownership to piracy.Non-fungible tokens (NFTs) can solve these issues and bring new benefits, such as access to larger markets.Despite this, South Africa's digital artists have slowly adopted NFTs.This research aims to understand the values-based perceptions of South African digital artists toward NFTs.Fifteen South African digital artists were interviewed using semi-structured interviews guided by the updated Holbrook's Typology of Consumer Value framework.Ten positive perceptions, three negative perceptions, three risks and one benefit were identified, explored and analyzed using the framework.This research can assist digital artists and other stakeholders in the NFT ecosystem to understand the values-based perceptions of South African digital artists.It can be used to help assist decisionmakers, artists, intermediaries and other stakeholders in South Africa and potentially elsewhere.Additionally, the validated and updated Typology of Consumer Value can benefit researchers using this framework in future research.
Küresel pazarda yaşanan değişmeler spor markalarını çeşitli faaliyetlere yönlendirmektedir. Günümüz teknolojisi ile spor markaları ürünlerini tüketicilere sunmaktadır. Bu ürünlerinden biri de NFT (Non Fungible Token- Değiştirilemez Jeton)’dir. NFT, sanat ve teknolojiyi bir araya getirerek dijital içeriklerle oluşturulan sanal ürünler olarak tanımlanmaktadır. NFT teknolojisi ürünleri ile spor markaları, pazardan daha fazla pay alabilmek, rekabette üstünlük sağlayabilmek ve tüketicilerle etkileşim sağlayarak markalarına yönlendirmeyi amaçlamaktadır. Çalışmada; spor markalarının NFT teknolojisi ile hangi tür ürünleri piyasaya sunduğunu ortaya çıkarmak amaçlanmıştır. Çalışmanın literatür kısmı; akademik veri tabanlarından, örnekler ise farklı web sayfalarındaki bilgilerden ve görsellerden oluşturulmuştur. Sonuç olarak; Nike, Adidas, Puma, Under Armour, Reebok, Asics, Mizuno spor markalarının NFT teknolojisi ile ilgili ürünler meydana getirdiği belirlenmiştir. Ayrıca Nike, Adidas ve Puma markalarının diğer markalara göre daha fazla NFT teknolojisi ürünlerini pazarladığı görülmüştür.
Among the earliest projects to combine the Meta-verse and non-fungible tokens (NFTs) we find Decentraland, a blockchain-based virtual world that touts itself as the first to be owned by its users. In particular, the platform’s virtual wearables (which allow avatar appearance customization) have attracted much attention from users, content creators, and the fashion industry. In this work, we present the first study to quantitatively characterize Decentraland’s wearables, their publication, minting, and sales on the platform’s marketplace. Our results indicate that wearables are mostly given away to promote and increase engagement on other cryptoasset or Metaverse projects, and only a small fraction is sold on the platform’s marketplace, where the price is mainly driven by the preset wearable’s rarity. Hence, platforms that offer virtual wearable NFTs should pay particular attention to the economics around this kind of assets beyond their mere sale.
Abstract— This scholarly seminar paper examines the utilization of NFTs that are stored in IPFS for the purpose of identifying exclusive collector items, particularly a dress that is limited edition. Non-fungible tokens (NFTs) leverage blockchain technology to establish and authenticate ownership. Through storage on the InterPlanetary File System (IPFS), their accessibility and legitimacy can be independently validated without dependence on any centralized server. This academic paper delineates the systematic approach involved in generating and disseminating Non-Fungible Tokens (NFTs) for garments, scrutinizes the advantages and constraints associated with the application of NFTs for identifying collectibles, and accentuates the prospect for additional exploration and advancement in this domain. The employment of non-fungible tokens (NFTs) presents a distinctive opportunity for establishing authentication and confirmation of custody with respect to corporeal properties. However, issues like deceit and the widespread integration of blockchain technology require further consideration.Abstract— This scholarly seminar paper examines the utilization of NFTs that are stored in IPFS for the purpose of identifying exclusive collector items, particularly a dress that is limited edition. Non-fungible tokens (NFTs) leverage blockchain technology to establish and authenticate ownership. Through storage on the InterPlanetary File System (IPFS), their accessibility and legitimacy can be independently validated without dependence on any centralized server. This academic paper delineates the systematic approach involved in generating and disseminating Non-Fungible Tokens (NFTs) for garments, scrutinizes the advantages and constraints associated with the application of NFTs for identifying collectibles, and accentuates the prospect for additional exploration and advancement in this domain. The employment of non-fungible tokens (NFTs) presents a distinctive opportunity for establishing authentication and confirmation of custody with respect to corporeal properties. However, issues like deceit and the widespread integration of blockchain technology require further consideration.
Sebastian Schauman, Sharon K. Greene, Oskar Korkman
The global fashion industry is a trillion US dollar market and one of the most wasteful industries in the world. Digital fashion has the potential to decouple some crucial aspects of the fashion industry from their material requirements. Combined with the growing interest around the metaverse, non-fungible tokens, the rapid evolution of AR and VR technology, and the growing presence of major fashion brands in gaming, an understanding of the commercial feasibility of digital fashion is becoming increasingly relevant. In this article, we explore the commercial feasibility of digital fashion and expose a strategically significant alignment of digital substitutes with four emerging consumer expectations, i.e., excitement, utility, relatability, and circularity. Our research shows that these expectations are contingent on consumers’ increasingly sufficiency-oriented mindset and the modes of consumption this mindset generates. By developing what we call a ‘sufficiency-model’, this article provides companies with the heuristic tools necessary to gain future-looking and practical insight that helps them navigate this dematerialization of consumption and to identify long-term market opportunities within this area. Specifically, we offer eight implications that are designed to help companies take their first steps into this emerging space.
Open access
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification