Location
Hilton Waikoloa Village, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
7-1-2025 12:00 AM
End Date
10-1-2025 12:00 AM
Description
Online fashion platforms are experiencing a surge in popularity that seems surprising in light of the importance of physical fashion artifacts’ materiality, from the fabric’s feel to the full sensory experience. An interview-based empirical study probing tensions associated with consuming digital fashion services on these platforms revealed five central paradoxes. The virtual and physical ward-robes seldom match, partners’ real-world brands seem unreal, a relaxing app requires constant attention, a shopping platform may actually decrease consumption, and an online shopping platform offers online shopping for people who do not buy. We conclude that fashion brands should approach partnering with online fashion platforms attentively and ensure that their digital and physical collections are attuned for each environment. Further, platform developers should display digital items in a way that fits user behaviors and expectations in digital environments.
Recommended Citation
Brander, Katarzyna and Penttinen, Esko, "Mismatched Clothes: Paradoxical Tensions with Online Gamified-fashion Platforms" (2025). Hawaii International Conference on System Sciences 2025 (HICSS-58). 3.
https://aisel.aisnet.org/hicss-58/in/diffusion_of_ict/3
Mismatched Clothes: Paradoxical Tensions with Online Gamified-fashion Platforms
Hilton Waikoloa Village, Hawaii
Online fashion platforms are experiencing a surge in popularity that seems surprising in light of the importance of physical fashion artifacts’ materiality, from the fabric’s feel to the full sensory experience. An interview-based empirical study probing tensions associated with consuming digital fashion services on these platforms revealed five central paradoxes. The virtual and physical ward-robes seldom match, partners’ real-world brands seem unreal, a relaxing app requires constant attention, a shopping platform may actually decrease consumption, and an online shopping platform offers online shopping for people who do not buy. We conclude that fashion brands should approach partnering with online fashion platforms attentively and ensure that their digital and physical collections are attuned for each environment. Further, platform developers should display digital items in a way that fits user behaviors and expectations in digital environments.
https://aisel.aisnet.org/hicss-58/in/diffusion_of_ict/3