Call for paper: Asia Pacific Journal of Marketing and Logistics
Special Section for the 2026 Global Fashion Management Conference (GFMC) at Madrid
Theme: AI and Phygital Transformations in Fashion Marketing and Management
Guest Editors:
- Prof. Kyung Hoon Kim, Yonsei University (gammaksms@gmail.com)
- Prof.Pedro Mir, ISEM Fashion Business School, University of Navarra (pmir@unav.es)
- Prof. Joonheui Bae, The Hong Kong Polytechnic University (joonheui.bae@polyu.edh.hk)
Asia Pacific Journal of Marketing and Logistics is pleased to announce a special section in conjunction with the 2026 Global Fashion Management Conference at Madrid (https://2026gfmc.imweb.me/ ). This special section will explore how the fusion of fashion and smart technologies – notably artificial intelligence (AI) and phygital (physical + digital) integration – is revolutionizing marketing strategies, retail operations, and consumer experiences in the fashion industry. In recent years, fashion firms have embraced cutting-edge tech across nearly all processes, from design and merchandising to personalized marketing and virtual try-ons. This digital infusion is blurring the lines between online and offline channels: the rise of phygital experiences – the seamless integration of digital technologies with the physical environment – has become a key factor in engaging today’s consumers.
Consumers are rapidly adapting to these innovations. Gen Z shoppers have expressed strong interest in augmented reality (AR) shopping, and more consumers now prefer phygital shopping over traditional methods, showing willingness to pay a premium for products they can experience through AR. This demonstrates how immersive technology boosts engagement and sales. Simultaneously, AI-driven personalization is transforming fashion retail by suggesting products tailored to individual preferences. At the same time, AI-driven personalization is transforming fashion retail by tailoring offerings to individual preferences. Recent research indicates that AI-powered personalization significantly enhances user experience, increases conversion rates, and fosters brand loyalty. However, these advancements also raise new questions – for example, how to balance hyper-personalization with consumer privacy and how to ensure algorithmic decisions are transparent and fair. Such ethical considerations are increasingly important as technology mediates more of the consumer journey.
Despite the rapid tech-driven transformation of fashion, many critical questions remain open. How do AI and phygital strategies fundamentally change consumer decision-making and brand relationships in fashion? What new marketing models or omni-channel strategies are needed to engage the “phygital consumer” who navigates both physical and digital touchpoints seamlessly? To what extent can smart technologies improve efficiency and personalization without undermining consumer trust, privacy, or sustainability? We encourage scholars to delve into these timely issues and contribute insights that will guide both theory and practice in this emerging domain.
With these challenges and opportunities in mind, we invite original manuscripts for this APJML special section. We welcome empirical studies and conceptual papers that shed light on the intersection of fashion marketing and smart technologies. Submissions may address (but are not limited to) the following topics:
AI-powered personalization in fashion retail (e.g., recommender systems, chatbots, and hyper-personalized promotions in online or in-store fashion contexts)
Consumer behavior in hybrid physical–digital environments (phygital customer experience, omnichannel shopping journeys, and consumer engagement across offline/online touchpoints)
Ethical and sustainable implications of tech-driven fashion (data privacy concerns, algorithmic bias, AI’s role in sustainable fashion, circular economy enabled by technology)
Immersive experiences in fashion marketing (augmented reality and virtual reality fitting rooms, virtual try-on technologies, digital fashion shows, digital twins for products and consumers)
Data-driven fashion marketing and analytics (big data and consumer analytics, predictive modeling of fashion trends, AI in customer relationship management and segmentation)
Schedule for Special Section
Extended Abstract Submission Deadline (for conference): January 31, 2026
2026 GFMC in Madrid (Conference Dates): 16 ~ 19 July 2026
Full Paper Submission Deadline (for journal review): August 31, 2026
Submission Guidelines: Authors should follow the GFMC 2026 conference guidelines for preparing their extended abstracts (due to January 31, 2026) and refer to the APJML author guidelines for formatting full papers. The best papers presented at a track called AI and Phygital Transformations in Fashion Marketing and Management and the 2026 ISEM Fashion Business School-GAMMA Joint Symposium of the 2026 GFMC will be invited to submit full manuscripts for consideration in this APJML special section. Manuscripts must be original contributions that are not under consideration at any other publication. All submissions will undergo a double-blind peer review in accordance with APJML’s standards.
Submission Guidelines of the 2026 Global Fashion Management Conference at Madrid:
https://2026gfmc.imweb.me/35/?q=YToxOntzOjEyOiJrZXl3b3JkX3R5cGUiO3M6MzoiYWxsIjt9&bmode=view&idx=167340125&t=board
Asia Pacific Journal of Marketing and Logistics: https://www.emerald.com/apjml
We look forward to receiving your submissions and to advancing the scholarly conversation on how AI and phygital innovations are shaping the future of fashion marketing and logistics. For any inquiries regarding this special section, please contact the Guest Editors.
References (selected recent works supporting the theme):
Bae, S. H., Kim, K. H., & Cho, E. (2025). Consumption of digital virtual fashion goods in metaverse. Journal of Global Fashion Marketing, 16(2), 196-211.
Duong, V. C., Sung, B., Barber, M., Regolini, E., & Teah, M. (2022). Exploring store atmospherics of FMCG brands flagship stores with an immersive 180-degree dome-shaped display. Journal of Global Scholars of Marketing Science, 32(4), 554-578.
Ivanov, A., Head, M., & Biela, C. (2023). Mobile shopping decision comfort using augmented reality: the effects of perceived augmentation and haptic imagery. Asia Pacific Journal of Marketing and Logistics, 35(8), 1917-1934.
Kim, J., & Bae, J. (2024). Influences of persona self on luxury brand attachment in the Metaverse context. Asia Pacific Journal of Marketing and Logistics, 36(9), 2068-2081.
Kumagai, K. (2021). Sustainable plastic clothing and brand luxury: a discussion of contradictory consumer behaviour. Asia Pacific Journal of Marketing and Logistics, 33(4), 994-1013.
Manzo, D. S. H., Jiang, Y., Elyan, E., & Isaacs, J. (2025). Artificial intelligence-based conversational agents used for sustainable fashion: Systematic literature review. International Journal of Human–Computer Interaction, 41(8), 4640-4652.
Mao, J., Xu, X., Han, J., & Ko, E. (2025). The impact of digital fashion marketing on purchase intention. Asia Pacific Journal of Marketing and Logistics, 37(1), 210-235.
Oh, N., Ko, E., & Cho, M. (2025). Fashion AI across the value chain: A comprehensive literature review and future agenda. Journal of Global Scholars of Marketing Science, 35(4), 516-538.
Pangarkar, A., Arora, V., & Shukla, Y. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 68, 103001.
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.
Wu, R., Xiong, S., & Zhang, C. (2025). Effects of virtual makeups' perceived augmentation on consumers' perceived value. Asia Pacific Journal of Marketing and Logistics, 37(2), 365-381.
Call for paper: Asia Pacific Journal of Marketing and Logistics
Special Section for the 2026 Global Fashion Management Conference (GFMC) at Madrid
Theme: AI and Phygital Transformations in Fashion Marketing and Management
Guest Editors:
- Prof. Kyung Hoon Kim, Yonsei University (gammaksms@gmail.com)
- Prof.Pedro Mir, ISEM Fashion Business School, University of Navarra (pmir@unav.es)
- Prof. Joonheui Bae, The Hong Kong Polytechnic University (joonheui.bae@polyu.edh.hk)
Asia Pacific Journal of Marketing and Logistics is pleased to announce a special section in conjunction with the 2026 Global Fashion Management Conference at Madrid (https://2026gfmc.imweb.me/ ). This special section will explore how the fusion of fashion and smart technologies – notably artificial intelligence (AI) and phygital (physical + digital) integration – is revolutionizing marketing strategies, retail operations, and consumer experiences in the fashion industry. In recent years, fashion firms have embraced cutting-edge tech across nearly all processes, from design and merchandising to personalized marketing and virtual try-ons. This digital infusion is blurring the lines between online and offline channels: the rise of phygital experiences – the seamless integration of digital technologies with the physical environment – has become a key factor in engaging today’s consumers.
Consumers are rapidly adapting to these innovations. Gen Z shoppers have expressed strong interest in augmented reality (AR) shopping, and more consumers now prefer phygital shopping over traditional methods, showing willingness to pay a premium for products they can experience through AR. This demonstrates how immersive technology boosts engagement and sales. Simultaneously, AI-driven personalization is transforming fashion retail by suggesting products tailored to individual preferences. At the same time, AI-driven personalization is transforming fashion retail by tailoring offerings to individual preferences. Recent research indicates that AI-powered personalization significantly enhances user experience, increases conversion rates, and fosters brand loyalty. However, these advancements also raise new questions – for example, how to balance hyper-personalization with consumer privacy and how to ensure algorithmic decisions are transparent and fair. Such ethical considerations are increasingly important as technology mediates more of the consumer journey.
Despite the rapid tech-driven transformation of fashion, many critical questions remain open. How do AI and phygital strategies fundamentally change consumer decision-making and brand relationships in fashion? What new marketing models or omni-channel strategies are needed to engage the “phygital consumer” who navigates both physical and digital touchpoints seamlessly? To what extent can smart technologies improve efficiency and personalization without undermining consumer trust, privacy, or sustainability? We encourage scholars to delve into these timely issues and contribute insights that will guide both theory and practice in this emerging domain.
With these challenges and opportunities in mind, we invite original manuscripts for this APJML special section. We welcome empirical studies and conceptual papers that shed light on the intersection of fashion marketing and smart technologies. Submissions may address (but are not limited to) the following topics:
AI-powered personalization in fashion retail (e.g., recommender systems, chatbots, and hyper-personalized promotions in online or in-store fashion contexts)
Consumer behavior in hybrid physical–digital environments (phygital customer experience, omnichannel shopping journeys, and consumer engagement across offline/online touchpoints)
Ethical and sustainable implications of tech-driven fashion (data privacy concerns, algorithmic bias, AI’s role in sustainable fashion, circular economy enabled by technology)
Immersive experiences in fashion marketing (augmented reality and virtual reality fitting rooms, virtual try-on technologies, digital fashion shows, digital twins for products and consumers)
Data-driven fashion marketing and analytics (big data and consumer analytics, predictive modeling of fashion trends, AI in customer relationship management and segmentation)
Schedule for Special Section
Extended Abstract Submission Deadline (for conference): January 31, 2026
2026 GFMC in Madrid (Conference Dates): 16 ~ 19 July 2026
Full Paper Submission Deadline (for journal review): August 31, 2026
Submission Guidelines: Authors should follow the GFMC 2026 conference guidelines for preparing their extended abstracts (due to January 31, 2026) and refer to the APJML author guidelines for formatting full papers. The best papers presented at a track called AI and Phygital Transformations in Fashion Marketing and Management and the 2026 ISEM Fashion Business School-GAMMA Joint Symposium of the 2026 GFMC will be invited to submit full manuscripts for consideration in this APJML special section. Manuscripts must be original contributions that are not under consideration at any other publication. All submissions will undergo a double-blind peer review in accordance with APJML’s standards.
Submission Guidelines of the 2026 Global Fashion Management Conference at Madrid:
https://2026gfmc.imweb.me/35/?q=YToxOntzOjEyOiJrZXl3b3JkX3R5cGUiO3M6MzoiYWxsIjt9&bmode=view&idx=167340125&t=board
Asia Pacific Journal of Marketing and Logistics: https://www.emerald.com/apjml
We look forward to receiving your submissions and to advancing the scholarly conversation on how AI and phygital innovations are shaping the future of fashion marketing and logistics. For any inquiries regarding this special section, please contact the Guest Editors.
References (selected recent works supporting the theme):
Bae, S. H., Kim, K. H., & Cho, E. (2025). Consumption of digital virtual fashion goods in metaverse. Journal of Global Fashion Marketing, 16(2), 196-211.
Duong, V. C., Sung, B., Barber, M., Regolini, E., & Teah, M. (2022). Exploring store atmospherics of FMCG brands flagship stores with an immersive 180-degree dome-shaped display. Journal of Global Scholars of Marketing Science, 32(4), 554-578.
Ivanov, A., Head, M., & Biela, C. (2023). Mobile shopping decision comfort using augmented reality: the effects of perceived augmentation and haptic imagery. Asia Pacific Journal of Marketing and Logistics, 35(8), 1917-1934.
Kim, J., & Bae, J. (2024). Influences of persona self on luxury brand attachment in the Metaverse context. Asia Pacific Journal of Marketing and Logistics, 36(9), 2068-2081.
Kumagai, K. (2021). Sustainable plastic clothing and brand luxury: a discussion of contradictory consumer behaviour. Asia Pacific Journal of Marketing and Logistics, 33(4), 994-1013.
Manzo, D. S. H., Jiang, Y., Elyan, E., & Isaacs, J. (2025). Artificial intelligence-based conversational agents used for sustainable fashion: Systematic literature review. International Journal of Human–Computer Interaction, 41(8), 4640-4652.
Mao, J., Xu, X., Han, J., & Ko, E. (2025). The impact of digital fashion marketing on purchase intention. Asia Pacific Journal of Marketing and Logistics, 37(1), 210-235.
Oh, N., Ko, E., & Cho, M. (2025). Fashion AI across the value chain: A comprehensive literature review and future agenda. Journal of Global Scholars of Marketing Science, 35(4), 516-538.
Pangarkar, A., Arora, V., & Shukla, Y. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 68, 103001.
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.
Wu, R., Xiong, S., & Zhang, C. (2025). Effects of virtual makeups' perceived augmentation on consumers' perceived value. Asia Pacific Journal of Marketing and Logistics, 37(2), 365-381.