LookBook: pioneering Inclusive beauty with artificial intelligence and machine learning algorithms

Technology's imperfections and biases inherited from historical norms are crucial to acknowledge. Rapid perpetuation and amplification of these biases necessitate transparency and proactive measures to mitigate their impact. The online visual culture reinforces Eurocentric beauty ideals through prioritized algorithms and augmented reality filters, distorting reality and perpetuating unrealistic standards of beauty. Narrow beauty standards in technology pose a significant challenge to overcome. Algorithms personalize content, creating "filter bubbles" that reinforce these ideals and limit exposure to diverse representations of beauty. This cycle compels individuals to conform, hindering the embrace of their unique features and alternative definitions of beauty. LookBook counters prevalent narrow beauty standards in technology. It promotes inclusivity and representation through self-expression, community engagement, and diverse visibility. LookBook comprises three core sections: Dash, Books, and Community. In Dash, users curate their experience through personalization algorithms. Books allow users to collect curated content for inspiration and creativity, while Community fosters connections with like-minded individuals. Through LookBook, users create a reality aligned with their unique vision. They control consumed content, nurturing individualism through preferences and creativity. This personalization empowers individuals to break free from narrow beauty standards and embrace their distinctiveness. LookBook stands out with its algorithmic training and data representation. It offers transparency on how personalization algorithms operate and ensures a balanced and diverse representation of physicalities and ethnicities. By addressing biases and embracing a wide range of identities, LookBook sparks a conversation for a technology landscape that amplifies all voices, fostering an environment celebrating diversity and prioritizing inclusivity

When posting aspirational products in social media lowers interest in luxury: relationships between self-concept, social signaling, and ownership

Consumers often use luxury products to signal their aspirational selves. In social media, consumers can publicly affiliate with such products and brands virtually without having to physically own them. This research demonstrates how social media can enable consumers to engage with aspirational products in ways that facilitate social signaling of ideal (as opposed to actual) self-concepts, and instill a sense of psychological ownership for the posted-about products. Ironically, as a consequence of this, consumers’ interest in luxury goods, indicated by wanting to purchase them or to visit high-end retailers, decreases. The authors find this with correlational data and five experiments. Further, this reduction in interest in actually owning luxury goods after posting about aspirational products in social media is found to arise only when the social media-based product affiliation is public and posting instill a strong sense of psychological ownership for the products

Managing Integrated Brand Communication Strategies in the Online Era: New Marketing Frontiers for Luxury Goods

Since the spread of digital environments has certainly helped to broaden the spectrum of possibilities for managing channels, while opening new areas of competitive confrontation, is to assume that new technologies have contributed to the definition of a hybrid environment in which pre- and post-digital-revolution habits coexist. The aim of the present chapter is to show how this kind of hybrid channels, want to meet the two requirements to communicate and sell - through the use of media platforms that appeal to each other, meet and complement each other – is nowadays managed and how it can be used in the future to reach business and awareness goals in luxury markets. The analysis has been based on ways through which global luxury goods firms integrate their communication and selling tools each other, by focusing the attention on web and social strategies.</jats:p

From pixel to fabric: Fashion and nonverbal communication in the Web3 age

openThis thesis delves into the critical role of fashion as a form of nonverbal communication, particularly focusing on the intersection of traditional attire and digital innovation within the Web3 era. Research indicates that judgments about an individual's personality, affability, competence, and socioeconomic status are often formed within a fraction of a second based on their attire. This rapid assessment underscores the importance of fashion as a powerful nonverbal cue. The present research project aims to understand how clothing choices influence perceptions and first impressions, a process that occurs almost instantaneously upon meeting someone new. The study begins by defining nonverbal communication and its significance in everyday interactions, emphasizing how clothing plays a pivotal role in shaping first impressions. The historical evolution of fashion is explored, highlighting its role as a medium for expressing personal identity and cultural values. Clothing serves not only as a means of self-expression but also as a tool for navigating social contexts and conveying one's status and affiliations. Factors influencing clothing choices, such as cultural norms, personal values, and psychological traits, are examined to understand their impact on self-perception and how others perceive us. In the context of the emerging NFT and Web3 culture, the thesis introduces NFTs as digital assets that represent personal interests and values. These non-fungible tokens are revolutionizing the way individuals express their identity, bridging the gap between digital art and physical fashion. The study focuses on the W3as fashion project, which integrates NFTs into its clothing line, allowing individuals to wear their digital art and express their affiliations and values in the real world. A comparative case study of the 9dcc brand is presented, highlighting its marketing strategies and positioning within the Web3 space. This analysis sheds light on how different brands leverage digital innovation to enhance their fashion offerings and communicate their values. By exploring the confluence of traditional fashion and digital art, this thesis aims to illuminate the evolving landscape of nonverbal communication through attire, offering insights into how fashion continues to be a dynamic and influential form of self-expression in the Web3 era.This thesis delves into the critical role of fashion as a form of nonverbal communication, particularly focusing on the intersection of traditional attire and digital innovation within the Web3 era. Research indicates that judgments about an individual's personality, affability, competence, and socioeconomic status are often formed within a fraction of a second based on their attire. This rapid assessment underscores the importance of fashion as a powerful nonverbal cue. The present research project aims to understand how clothing choices influence perceptions and first impressions, a process that occurs almost instantaneously upon meeting someone new. The study begins by defining nonverbal communication and its significance in everyday interactions, emphasizing how clothing plays a pivotal role in shaping first impressions. The historical evolution of fashion is explored, highlighting its role as a medium for expressing personal identity and cultural values. Clothing serves not only as a means of self-expression but also as a tool for navigating social contexts and conveying one's status and affiliations. Factors influencing clothing choices, such as cultural norms, personal values, and psychological traits, are examined to understand their impact on self-perception and how others perceive us. In the context of the emerging NFT and Web3 culture, the thesis introduces NFTs as digital assets that represent personal interests and values. These non-fungible tokens are revolutionizing the way individuals express their identity, bridging the gap between digital art and physical fashion. The study focuses on the W3as fashion project, which integrates NFTs into its clothing line, allowing individuals to wear their digital art and express their affiliations and values in the real world. A comparative case study of the 9dcc brand is presented, highlighting its marketing strategies and positioning within the Web3 space. This analysis sheds light on how different brands leverage digital innovation to enhance their fashion offerings and communicate their values. By exploring the confluence of traditional fashion and digital art, this thesis aims to illuminate the evolving landscape of nonverbal communication through attire, offering insights into how fashion continues to be a dynamic and influential form of self-expression in the Web3 era

The Role of Artificial Intelligence in Transforming Physical and Online Fashion Retail: Enhancing Experiences, Driving Sustainability, and Fostering Innovation

This study explores the transformative role of artificial intelligence (AI) in revolutionizing the fashion industry, with a focus on enhancing consumer experiences, promoting sustainability, and driving innovation in retail. It examines AI applications in personalized recommendations, virtual try-ons, and supply chain optimization, while also addressing societal implications. Sustainability is a central theme, highlighting how AI minimizes overproduction, enables circular fashion, and encourages conscious consumerism. Case studies, such as Nike’s AI-powered retail stores and Lynn University’s Surreal Fashion Show, demonstrate practical applications and innovations during the COVID-19 pandemic. This research synthesizes insights from reports by The Business of Fashion and McKinsey & Company, emphasizing the trends and challenges influencing AI’s integration into the future of fashion retail

Toys Become Tools: From Virtual Worlds to Real Commerce

This teaching case considers the challenges and opportunities faced by an entrepreneur in Second Life, one of the more popular virtual world environments. Second Life provides the economic and technological platform required for immersion, social interaction, and the potential of private enterprise. Many entrepreneurs have taken advantage of the various business opportunities offered in Second Life, and a number have earned significant income through their in-world creations and services. Stuart O\u27Brian, the CEO and founder of VirtualCircle, was one of the early pioneers of virtual commerce. Over the last three years, his organization faced multiple business and technology challenges while negotiating the hypercompetitive and turbulent environment within Second Life. However, he now questions the sustainability of the ever-changing and agile business model that enabled the success of VirtualCircle. Stuart also faces questions regarding avenues of future growth and is grappling with issues concerning interoperability and the replication of his prior success in other virtual environments—and the real world

Metaverse Fashion Retail in the Nordics: Future Signals and Buyer Personas

The emergence of the metaverse is reshaping the landscape of retail. Metaverse fashion retail introduces significant opportunities to integrate sensory-rich experiences into virtual environments, presenting both opportunities and challenges. By examining how users perceive value, trust, and connectivity, this study aims to shed light on what drives consumer adoption in a virtual retail context, moving beyond traditional physical shopping experiences. The primary objective of this study was to uncover key expectations, motivations, and barriers that Nordic consumers may have regarding fashion retail in the metaverse. In particular, the research examines how established frameworks, such as the Diffusion of Innovation (DOI), the Technology Acceptance Model (TAM), and Metcalfe’s Law, can offer insights into technology adoption in virtual retail spaces. These frameworks help contextualize how consumers might engage with new retail environments and highlight the potential obstacles for widespread acceptance. A mixed-method approach was employed to gather consumer perspectives on fashion retail in the metaverse. The study combined both quantitative surveys and qualitative in-person interviews. The empirical phase included an online survey, followed by in-person interviews. Participants were Nordic consumers without any prerequisite experience in the Metaverse or virtual shopping. Interviews also included demonstrations using VR headsets, offering insight into consumer attitudes through actual user experiences. The research resulted in the creation of three buyer personas to further understand the diverse preferences and behaviours of the target audience, and to act as a starting point for fashion retailers in their customer journey building. Findings revealed that more than half of survey respondents expressed a neutral or positive attitude toward purchasing fashion items in the metaverse. Most participants preferred VR shopping from home, in a realistic-looking virtual store, and were enthusiastic about using virtual fitting rooms (VFRs) and customizing products. Less than 15% of consumers indicated that shopping in the metaverse would reduce their current offline or online shopping habits, instead viewing metaverse fashion retail as an additional avenue for shopping. This research contributes valuable insights to the growing field of metaverse retail, combining theoretical frameworks with practical insights into buyer behaviour, and providing new insights into the relationship between fashion retailers and Nordic consumers, particularly in the context of shopping for apparel in online and virtual environments. These results support and extend the findings of previous studies, reinforcing previously observed trends in technology adaptation of retail consumers. Future studies should explore how to further develop immersive and user-centric fashion retail experiences in virtual spaces

Interactive Food and Beverage Marketing: Targeting Children and Youth in the Digital Age

Looks at the practices of food and beverage industry marketers in reaching youth via digital videos, cell phones, interactive games and social networking sites. Recommends imposing governmental regulations on marketing to children and adolescents

NikeiD: Case study on footwear customization

The relation between companies and consumers has never been so close, and consumers are claiming more responsibility and more transparency from organizations. Successful companies are leveraging these demands by incorporating consumers into their enhanced network. With this, the amount of interchangeable feedback between the two increases exponential, aiming to reduce the gap between the final product and the consumer’s demands. Plus, in the last years consumers have started to vocalize the need for unique products, that give the opportunity to express their own sense of style without the freighting idea of being copied. This new paradigm is called co-creation, in which consumers are part of the creation process, either by giving feedback to companies or actually designing the product/service that suits them the most. Therefore, customization platforms have become very popular solution among fashion companies, an option that tries to give the opportunity to consumers to design their own piece of fashion. Back in 2000, Nike unveiled its customization platform – NikeiD – as part of its innovation commitment. Nowadays, this digital platform has transformed into the leading brand, yet showing some fragilities, in areas like service and experience. The case study offers the authors point of view over Mass Customization, NikeiD offering and market competitive analysis. Furthermore, the case study aims to give the best tools to readers, so they are able to investigate further possibilities and outcomes for the future.A relação entre empresas e consumidores nunca foi tão estreita, já que estes exigem cada vez mais responsabilidade e transparência por parta das organizações. Empresas bem-sucedidas estão a tirar partido destas mesmas exigências, incorporando os consumidores nas suas redes de comunicação. Com isto, a quantidade de informação intercambiável entre as duas partes tem crescido exponencialmente e consequentemente o aumento da capacidade das empresas em servir eficazmente a procura. Para além disto, nos últimos anos tem havido uma crescente procura por ofertas únicas, uma vez que permitem que cada consumidor seja capaz de revelar a sua própria personalidade, sem o receio de ser copiado. Algumas empresas cientes desta necessidade, criaram canais de comunicação, para que os consumidores transmitam comentários às empresas, ou até participarem no processo de criação. Como tal, plataformas de customização têm-se tornado populares entre as empresas de moda, uma opção que visa criar oportunidades ao consumidor de desenhar a sua própria peça. No ano de 2000, a Nike lançou a sua plataforma de customização – NikeiD – como parte do compromisso de ser uma empresa inovadora. Nos dias que correm, esta plataforma digital é a marca líder, ainda que mostre algumas debilidades, nomeadamente em áreas como serviço e a experiência. O caso de estudo oferece o ponto de vista acerca dos desafios do mercado de customização através da plataforma NikeiD, assim com uma visão sobe as tendências do mercado. Para além disto, visa oferecer as melhores ferramentas para que os leitores sejam capazes de investigar possíveis cenários futuros deste mercado