Transformative Threads. An Exploratory Case Study of Digital Fashion

Abstract

This case study explores the evolving landscape of digital fashion through a qualitative and exploratory approach, offering a multi-faceted perspective on the industry. The research captures insights from digital fashion experts, consumers, and evaluates the operations of four contemporary fashion brands pioneering in the digital realm. The study reveals a nuanced trajectory for the industry, emphasizing the significant role of digital identity in its evolution. Findings indicate a fragmented perception of the industry's potential trajectory, highlighting divergent views on digital fashion's impact and future. The analysis also uncovers how digital consumers navigate a dual existence between digital and physical realities, reflecting complex interactions and varying expectations. This comprehensive examination provides a critical understanding of current practices, expert and consumer perceptions, and the potential pathways for digital fashion's growth and integration into broader fashion contexts.