Reinventing Fashion Retailing: Digitalising, Gamifying, Entrepreneuring

Foreword
Contents
Notes on Contributors
List of Figures
List of Tables
1 The State of Fashion Retailing Post-pandemic: Trends, Challenges and Innovations
	1 Introduction
	2 Responding to Change: The Need for Reinvention
	3 Digitalization
	4 Gamification, Virtual Worlds and the ‘Metaverse’
	5 Entrepreneurship
	6 Conclusion and Other Chapters
	References
2 Helping Online Fashion Customers Help Themselves: Personalised Recommender Systems
	1 Introduction
	2 An Overview of Fashion Recommender Systems
		2.1 Main Approaches in RS
		2.2 RSs Based on Customer Models
			2.2.1 RS Main Components
			2.2.2 A Remark on RS Components’ Achievement
		2.3 Applicability to *-Commerce
	3 Reality Check
		3.1 Recommending a Single Clothing Item
		3.2 Building a CM Through Questionnaire
		3.3 Recommending Fashion Items Combinations
	4 Moving Forward
		4.1 Modelling Physical Features for VFRs
		4.2 Integrating RSs into Other Online FSRC Domains
	5 Closing Remarks
	References
3 Brand Storytelling, Gamification and Social Media Marketing in the “Metaverse”: A Case Study of The Ralph Lauren Winter Escape
	1 Introduction
	2 Theoretical Background
		2.1 Social Media Marketing: Aligning Fashion Strategies with Self-Representation
		2.2 Virtual Worlds, Avatars and Storytelling: The Role of  Player Agency
		2.3 Brand Storytelling and Story Types: Building Emotional Links with Consumers
		2.4 Storytelling Across Different Types of Media
		2.5 Storytelling and Gamification
		2.6 Online Brand Communities, User-Generated Content and Virtual Worlds
	3 Case Study: The Ralph Lauren Winter Escape Experience in Roblox
		3.1 Brand Background
		3.2 Ralph Lauren Winter Escape (RLWE) Experience
		3.3 Media Features
		3.4 Story Types and Overall Narrative
		3.5 Actors
		3.6 Customisation, Engagement and Reward Mechanisms
	4 Implications
		4.1 Emergent Narratives and the Impact on Consumer-Brand Relationships
		4.2 The Relationship Between Virtual Worlds and Consumer Co-creation: A Place for Interaction or Exploitation?
		4.3 Measuring the Effect of Consumer-Brand Relationships: When Do Consumers Create Stories and How Do They Share Them?
		4.4 The Emergent Relationship Between Gamification and Luxury Fashion Goods
	5 Conclusion
	References
4 The Use of Augmented Reality to Enhance Consumer Experience: The Case of Kohl’s Snapchat Virtual Closet and Sephora Virtual Artist
	1 Introduction
	2 Background
	3 Case Study Structure and Case Selection
		3.1 Case Study 1: Kohl’s Snapchat Virtual Closet
		3.2 Case Study 2: Sephora’s Virtual Artist
	4 Discussion
		4.1 Social Media Integration and Brand Congruency
		4.2 The Humanisation of the Brand Experience
		4.3 Consumer Agency and Flow Experience
		4.4 Narrative Experience and Omnichannel Orchestration
		4.5 Augmenting Which Reality?
	5 Implications
		5.1 For Theory
		5.2 For Practice
	6 Conclusion
	References
5 Skins in the Game: Fashion Branding and Commercial Video Games
	1 Introduction
	2 Background: Fashion, Games, and Consumer Behaviour
	3 Case Study: Animal Crossing: New Horizons
	4 Kara Chung: Animal Crossing Fashion Archive
	5 Pandora Island
	6 Further Thoughts
	References
6 Becoming a Fashion Blogger Entrepreneur: The Case of Chiara Ferragni
	1 Introduction
	2 Literature Review
	3 Taste as a Resource
	4 Taste Leadership—The Battle for Authenticity
	5 Blog Development Journey
		5.1 From Personal Blog to Professional Webpage
		5.2 From Virtual Community to Audience Management
	6 Strategies for Maintaining and Growing an Audience
		6.1 From Organising, Styling to Modelling
		6.2 Building Professional Skills
	7 Entrepreneurial Mindset
	8 The Chiara Ferragni—Case Study
		8.1 Overview of Chiara Ferragni’s Success
	9 Implications and Recommendations for Fashion Bloggers
	10 Conclusion, Research Limitations and Future Research
	References
7 Crowdfunding Nascent Fashion Brands
	1 Introduction
	2 Background
	3 Crowdfunding
	4 Case Study
	5 Recommendations
	6 Conclusion
	References
Index