As Facebook approaches its 20th anniversary, social media platforms are entering a stage of maturity. These platforms – old and new - offer fashion researchers an extensive data and research field. This article discusses the next frontiers for fashion scholars, and how recent research advances can help move the field forward. First it highlights the importance to dissociate, in fashion management research, technologies and tools from underlying psychological mechanisms. Doing so, fashion researchers will be able to make lasting contributions that transcend the emergence of new platforms and technologies. Second, it investigates the ways in which the growing number of virtual and augmented fashion consumption experiences can reshape the landscape of fashion practices. Finally, it points to persistent gaps in the literature, such as understanding the various paths between offline, online, and virtual experiences.
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This special issue of the Journal of Business Research presents a range of articles advancing the field of fashion research in the digital age. Earlier versions of these articles were presented at the Global Fashion Management conference held in Paris, entitled “Digital and Social Media Marketing and Management in Fashion Industry” and which was held at ESCP Business School in Paris, July 2019. We thank the following reviewers for this special issue (list with the alphabet order): M.S. Balaji (University of Nottingham), Chris Baumann (Macquarie University), Sue Ryung Chang (Yonsei University), Woojung Chang (University of Seoul), Isaac Cheah (Curtin University), Yoon-Na Cho (Villanova University), Jeonghye Choi (Yonsei University), Simone Guercini (University of Florence), Jinghe Han (Beijing Institute of Fashion Technology), Claire Hwang (CalPoly Pomona), Alex Jiyoung Kim (Sungkyunkwan University), Hye-Young Kim (University of Minnesota), Jeanne Kim (IE University), Jungkeun Kim (Auckland University), Sang Jin Kim (Yonsei University), Gilles Laurent (ESSEC Business School), Honglei Liu (Dalian University), Géraldine Michel (IAE de Paris), Laszlo Sajtos (The University of Auckland Business School), Yuri Seo (University of Auckland), Daniele Scarpi (University of Bologna), Julien Schmitt (ESCP), Eonyou Shin (Virginia Tech), Sanga Song (Indiana University), Yang Sun (Northeastern University), Billy Sung (Curtin University), Park Thaichon (Griffith University), Benjamin G. Voyer (ESCP), Pierre VALETTE-FLORENCE (IAE Grenoble), Klaus Peter Wiedmann (Leibniz Uniniversität Hannover), Kim Willems (Vrije Universiteit Brussel).
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