Digital Culture & AudioVisual Challenges

Abstract: Fashion industry has received massive amounts of digital transformation in its services and activities, which has resulted in reshaping marketing strategies and eventually consumer behaviour. Artificial intelligence (AI), augmented and virtual reality (AR/VR), influencer marketing, and sustainability-driven branding have redefined engagement and purchasing patterns. By combining insights from academic literature and industry reports, this study explores how these strategies impact consumer engagement, decision-making, and the broader fashion marketing.

Luxury brands rely on digital storytelling and immersive brand experiences to connect with consumers and affect their purchase behaviour and brand perception (Bilali & Papahristou, 2024). Fashion brands start using high visual narratives, digital campaings and immersive environments to reinforce exclusivity and aspirational brand identities(Tam & Lung, 2024). AI-driven personalisation enables brands to track real-time consumer behaviour, forecast purchasing trends, and provide personalised shopping experiences (Donmezer et al., 2023). Omnichannel marketing ensures, understanable, easygoing and seamless consumer experience across digital and physical touchpoints, strengthening brand loyalty (Tam & Lung, 2024). However, major role in creating and expanding digital fashion strategies, hold influencer marketing and social commerce. Brands collaborate with celebrities, micro-influencers, and digital content creators to enhance brand credibility and consumer engagement (Tam & Lung, 2024; Bilali & Papahristou, 2024).

Emerging technologies such as AR/VR have reshaped fashion marketing. Virtual try-ons, 3D showrooms, and metaverse-based shopping experiences provide interactive and personalised experiences, reducing uncertainty of online purchases (Tam & Lung, 2024). 

New technologies allow brands to segment customers more detailed and targetted (Hu et al., 2025). Data collected through AI technology, such as blockchain, NFTs, metaverse assets  help brands segment customers based on psychographics, past shopping behaviour, and digital footprints (Donmezer et al., 2023; Hu et al., 2025). Sustainability, has been a consistent variable that affects consumer behaviour in the fashion industry. Consumers priorise transparency, ethical sourcing and circular economy models as drivers that will affect their final purchase decision and brand loyalty (Ray & Nayak, 2023). Gamification and immersive environments have also proven to be an effective engagement tool (Bilali & Papahristou, 2024).

Striking balance between personalisation and authenticity is a challenge, as consumers seek genuine, transparent and ethical interactions in both digital and physical environments, when interacting with the brands. Gen Z and millennials, have shown rapid shifts in their demand and brands aims to adapt on a continuous pace. Future research should explore the long-term impact of digital fashion campaigns, blockchain’s role in consumer trust, and AI’s influence on purchasing behaviour (Donmezer et al., 2023; Bilali & Papachristou, 2024).

Objective: This study aims to provide a comprehensive understanding of how digital marketing strategies have been formed through the influence of consumer behaviour in the digital fashion industry. By analysing existing research on AI-driven personalisation, influencer marketing, omnichannel integration, and sustainability-focused branding, this review identifies strategies, challenges, and future directions. The findings contribute to the realisation of digital fashion strategies in shaping brand-consumer relationships.

Methodology: This study adopts a literature review methodology, synthesizing findings from academic articles, industry reports, and case studies. The analysis evaluates the effectiveness of these strategies in engaging consumers, enhancing brand loyalty, and influencing purchasing decisions. This paper is a holistic overview of digital fashion marketing.

Conclusion: The purpose of this study is to highlight the concequences of the use of technology in digital fashion marketing. Immersive brand experiences, indluencer marketing, the metaverse and gaming enviroments have shaped the way fashion brands connect with their consumers. The rise of digital fashion, including NFTs and metaverse shopping, signals a shift towards more sustainable and interactive consumption models. Digital fashion marketing evolves and understanding the factors that play essential part in the transformation is important if fashion brands will to remain competitive in an increasingly digital world.

REFERENCES 

Bilali, T., & Papahristou, E. (2024). Analyzing the impact of digital fashion, gaming, and the metaverse on social presence in digital worlds through a literature review. Advances in Marketing, Customer Relationship Management, and E-services Book Series, 226–250. https://doi.org/10.4018/979-8-3693-3049-4.ch014 

Donmezer, S., Demircioglu, P., Bogrekci, I., Bas, G., & Durakbasa, M. N. (2023). Revolutionizing the garment industry 5.0: embracing Closed-Loop design, E-Libraries, and digital twins. Sustainability, 15(22), 15839. https://doi.org/10.3390/su152215839

Hu, L., Olivieri, M., Giovannetti, M., & Cedrola, E. (2025). The retail strategies of luxury fashion firms in the metaverse: Enhancing brand experiences. Journal of Retailing and Consumer Services, 84, 104202. https://doi.org/10.1016/j.jretconser.2024.104202

Ray, S., & Nayak, L. (2023). Marketing Sustainable Fashion: Trends and future directions. Sustainability, 15(7), 6202. https://doi.org/10.3390/su15076202

Tam, F. Y., & Lung, J. (2024). Digital marketing strategies for luxury fashion brands: A systematic literature review. International Journal of Information Management Data Insights, 5(1), 100309. https://doi.org/10.1016/j.jjimei.2024.100309