Call for Papers: Special Issue of Journal of Global Fashion Marketing on
“Fashion Marketing & Management in the Age of AI Fashion Transformation”
Extended Conference Submission Deadline: January 31, 2026
Full Paper Submission to JGFM Deadline: August 31, 2026
The Journal of Global Fashion Marketing (IF 5.5; Q1 in Business) will publish a special issue on “Fashion Marketing & Management in the Age of AI Fashion Transformation” with selected papers presented in a track called “Fashion Marketing & Management in the Age of AI Fashion Transformation” at the 2026 Global Fashion Management Conference at Madrid (https://2026gfmc.imweb.me).
Aims and Scope
The fashion industry is undergoing a profound transformation fueled by artificial intelligence (AI) (Kiper & Liang, 2025). Across the value chain, AI is reconfiguring how fashion brands conceptualize and deliver value. On the creative front, generative AI tools enable designers to produce novel styles, visualize collections, and experiment with aesthetic variations at unprecedented speed (Oh et al., 2025). In marketing, AI enhances consumer analytics, and engagement through precision personalization, predictive modeling, and immersive storytelling (Chan & Choi, 2025). Operationally, AI strengthens decision-making in areas such as demand forecasting, supply chain optimization, and inventory control, which are crucial to global competitiveness. Together, these applications illustrate that AI is no longer a peripheral tool but a central driver of competitive advantage in the fashion ecosystem.
At the same time, AI-driven transformation raises critical managerial, cultural, and ethical questions (Tully et al., 2025). For instance, the increasing reliance on generative AI challenges traditional notions of creativity and originality, raising issues around intellectual property and consumer perceptions of authenticity (Kirk & Givi, 2025). On the consumer side, the integration of AI technologies such as chatbots (Qi et al., 2025), service robots (Wang et al., 2025), and recommendation systems (Chang & Park, 2024) changes how customers interact with brands, potentially enhancing convenience but also introducing concerns over trust and privacy (Yoon et al., 2025). Beyond AI itself, the convergence with adjacent technologies such as virtual reality (VR), augmented reality (AR), metaverse environments, and digital twin systems opens new possibilities for experiential marketing and brand community-building. In parallel, the rise of NFTs and blockchain-enabled digital ownership further reshapes how fashion brands approach authenticity and consumer engagement (Cho et al., 2024; Cho et al., 2025). These opportunities also pose managerial dilemmas regarding adoption strategies, investment priorities, and the balancing of efficiency with human-centered values.
This special issue of the Journal of Global Fashion Marketing seeks to advance scholarly and managerial understanding of how AI and related technologies are transforming the global fashion landscape. We invite theoretical and empirical contributions that explore the intersection of AI, fashion marketing, and management. Submissions that offer interdisciplinary perspectives or address cross-cultural contexts are also welcome.
Key Topics of Interest:
Potential topics for submission include, but are not limited to:
- AI in fashion design, trend forecasting, and product development
- Generative AI and creativity, originality, and IP issues
- AI-driven personalization, recommendation systems, and chatbots
- Customer experience with AI, service robots, and virtual assistants
- AI in supply chain, demand prediction, and inventory management
- Consumer perceptions of authenticity, trust, and ethics
- Managerial challenges in AI adoption for fashion marketing
- Cross-cultural and global perspectives on AI in fashion
- AI’s role in branding, storytelling, and consumer engagement
- Sustainability and AI-enabled practices in fashion
- VR/AR, metaverse, and digital twin applications in fashion marketing
- NFTs and digital ownership in fashion branding and co-creation
- Methodological advances (big data analytics, machine learning, experiments)
Extended Conference Submission Deadline: Jan. 31, 2026
Among submissions to the track called “Fashion Marketing & Management in the Age of AI Fashion Transformation” of the 2026 GFMC at Madrid, papers selected by the special issue guest editor will be considered for submission to this special issue of the Journal of Global Fashion Marketing on “Fashion Marketing & Management in the Age of AI Fashion Transformation.” All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2026 GFMC at Madrid submission page (https://2026gfmc.imweb.me/24452063). Extended abstract submissions should follow the 2026 GFMC at Madrid submission guidelines.
Full Paper JGFM Submission Deadline: August 31, 2026
JGFM Special Issue Submission and Review Process: All manuscripts will be reviewed as a cohort for this special issue of the Journal of Global Fashion Marketing. All submissions will go through the JGFM’s double-blind review and follow JGFM’ standard processes. Manuscripts must be electronically submitted through
https://www.tandfonline.com/journals/rgfm20
Guest Editor:
Prof. Eunju Ko, Professor, Yonsei University (ejko@yonsei.ac.kr)
Associate Guest Editor:
Dr. Minjung Cho, Research Assistant Professor, The Hong Kong Polytechnic University (minjung.cho@polyu.edu.hk)
References
Chan, H. L., & Choi, T. M. (2025). Using generative artificial intelligence (GenAI) in marketing: Development and practices. Journal of Business Research, 191, 115276.
Chang, W., & Park, J. (2024). A comparative study on the effect of ChatGPT recommendation and AI recommender systems on the formation of a consideration set. Journal of Retailing and Consumer Services, 78, 103743.
Cho, M., Ko, E., & Taylor, C. R. (2024). Do non-fungible tokens create long-term value for luxury brands? The effect of NFT promotions on customer equity. Computers in Human Behavior, 159, 108347.
Cho, M., Ko, E., & Taylor, C. R. (2025). The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory. Journal of Global Fashion Marketing, 16(1), 1-17.
Kiper, E., & Liang, Y. (2025). Do AI-generated fashion ads work as effectively as real fashion ads? An eye-tracking comparison of consumers’ visual attention. Journal of Global Fashion Marketing, 1-17.
Kirk, C. P., & Givi, J. (2025). The AI-authorship effect: Understanding authenticity, moral disgust, and consumer responses to AI-generated marketing communications. Journal of Business Research, 186, 114984.
Qi, L., Ko, E., & Cho, M. (2025). AI chatbots with visual search: Impact on luxury fashion shopping behavior. Journal of Global Scholars of Marketing Science, 35(2), 99-117.
Tully, S. M., Longoni, C., & Appel, G. (2025). Lower artificial intelligence literacy predicts greater AI receptivity. Journal of Marketing, 00222429251314491.
Wang, Y., Sun, X., Zhang, X., & Shi, H. (2025). Do you feel empowered by AI service robot? An exploration of consumer's social power perception in human-AI interaction. Journal of Retailing and Consumer Services, 87, 104434.
Yoon, N., Choi, D., & Lee, H. K. (2025). Avoidance of AI-empowered digital service assistants in fashion shopping: The negative side of personalized recommendation of chatbots. Journal of Global Fashion Marketing, 1-20.
Call for Papers: Special Issue of Journal of Global Fashion Marketing on
“Fashion Marketing & Management in the Age of AI Fashion Transformation”
Extended Conference Submission Deadline: January 31, 2026
Full Paper Submission to JGFM Deadline: August 31, 2026
The Journal of Global Fashion Marketing (IF 5.5; Q1 in Business) will publish a special issue on “Fashion Marketing & Management in the Age of AI Fashion Transformation” with selected papers presented in a track called “Fashion Marketing & Management in the Age of AI Fashion Transformation” at the 2026 Global Fashion Management Conference at Madrid (https://2026gfmc.imweb.me).
Aims and Scope
The fashion industry is undergoing a profound transformation fueled by artificial intelligence (AI) (Kiper & Liang, 2025). Across the value chain, AI is reconfiguring how fashion brands conceptualize and deliver value. On the creative front, generative AI tools enable designers to produce novel styles, visualize collections, and experiment with aesthetic variations at unprecedented speed (Oh et al., 2025). In marketing, AI enhances consumer analytics, and engagement through precision personalization, predictive modeling, and immersive storytelling (Chan & Choi, 2025). Operationally, AI strengthens decision-making in areas such as demand forecasting, supply chain optimization, and inventory control, which are crucial to global competitiveness. Together, these applications illustrate that AI is no longer a peripheral tool but a central driver of competitive advantage in the fashion ecosystem.
At the same time, AI-driven transformation raises critical managerial, cultural, and ethical questions (Tully et al., 2025). For instance, the increasing reliance on generative AI challenges traditional notions of creativity and originality, raising issues around intellectual property and consumer perceptions of authenticity (Kirk & Givi, 2025). On the consumer side, the integration of AI technologies such as chatbots (Qi et al., 2025), service robots (Wang et al., 2025), and recommendation systems (Chang & Park, 2024) changes how customers interact with brands, potentially enhancing convenience but also introducing concerns over trust and privacy (Yoon et al., 2025). Beyond AI itself, the convergence with adjacent technologies such as virtual reality (VR), augmented reality (AR), metaverse environments, and digital twin systems opens new possibilities for experiential marketing and brand community-building. In parallel, the rise of NFTs and blockchain-enabled digital ownership further reshapes how fashion brands approach authenticity and consumer engagement (Cho et al., 2024; Cho et al., 2025). These opportunities also pose managerial dilemmas regarding adoption strategies, investment priorities, and the balancing of efficiency with human-centered values.
This special issue of the Journal of Global Fashion Marketing seeks to advance scholarly and managerial understanding of how AI and related technologies are transforming the global fashion landscape. We invite theoretical and empirical contributions that explore the intersection of AI, fashion marketing, and management. Submissions that offer interdisciplinary perspectives or address cross-cultural contexts are also welcome.
Key Topics of Interest:
Potential topics for submission include, but are not limited to:
Extended Conference Submission Deadline: Jan. 31, 2026
Among submissions to the track called “Fashion Marketing & Management in the Age of AI Fashion Transformation” of the 2026 GFMC at Madrid, papers selected by the special issue guest editor will be considered for submission to this special issue of the Journal of Global Fashion Marketing on “Fashion Marketing & Management in the Age of AI Fashion Transformation.” All submissions, reviews, and notifications of editorial decisions will be conducted electronically through the 2026 GFMC at Madrid submission page (https://2026gfmc.imweb.me/24452063). Extended abstract submissions should follow the 2026 GFMC at Madrid submission guidelines.
Full Paper JGFM Submission Deadline: August 31, 2026
JGFM Special Issue Submission and Review Process: All manuscripts will be reviewed as a cohort for this special issue of the Journal of Global Fashion Marketing. All submissions will go through the JGFM’s double-blind review and follow JGFM’ standard processes. Manuscripts must be electronically submitted through
https://www.tandfonline.com/journals/rgfm20
Guest Editor:
Prof. Eunju Ko, Professor, Yonsei University (ejko@yonsei.ac.kr)
Associate Guest Editor:
Dr. Minjung Cho, Research Assistant Professor, The Hong Kong Polytechnic University (minjung.cho@polyu.edu.hk)
References
Chan, H. L., & Choi, T. M. (2025). Using generative artificial intelligence (GenAI) in marketing: Development and practices. Journal of Business Research, 191, 115276.
Chang, W., & Park, J. (2024). A comparative study on the effect of ChatGPT recommendation and AI recommender systems on the formation of a consideration set. Journal of Retailing and Consumer Services, 78, 103743.
Cho, M., Ko, E., & Taylor, C. R. (2024). Do non-fungible tokens create long-term value for luxury brands? The effect of NFT promotions on customer equity. Computers in Human Behavior, 159, 108347.
Cho, M., Ko, E., & Taylor, C. R. (2025). The use of non-fungible tokens (NFTs) as promotional devices to build brands: An application of lovemark theory. Journal of Global Fashion Marketing, 16(1), 1-17.
Kiper, E., & Liang, Y. (2025). Do AI-generated fashion ads work as effectively as real fashion ads? An eye-tracking comparison of consumers’ visual attention. Journal of Global Fashion Marketing, 1-17.
Kirk, C. P., & Givi, J. (2025). The AI-authorship effect: Understanding authenticity, moral disgust, and consumer responses to AI-generated marketing communications. Journal of Business Research, 186, 114984.
Qi, L., Ko, E., & Cho, M. (2025). AI chatbots with visual search: Impact on luxury fashion shopping behavior. Journal of Global Scholars of Marketing Science, 35(2), 99-117.
Tully, S. M., Longoni, C., & Appel, G. (2025). Lower artificial intelligence literacy predicts greater AI receptivity. Journal of Marketing, 00222429251314491.
Wang, Y., Sun, X., Zhang, X., & Shi, H. (2025). Do you feel empowered by AI service robot? An exploration of consumer's social power perception in human-AI interaction. Journal of Retailing and Consumer Services, 87, 104434.
Yoon, N., Choi, D., & Lee, H. K. (2025). Avoidance of AI-empowered digital service assistants in fashion shopping: The negative side of personalized recommendation of chatbots. Journal of Global Fashion Marketing, 1-20.