Call for Papers:
Special Issue of Journal of Global Scholars pf Marketing Science on
โFashion Marketing and Consumer Research in the Era of AI Transformationโ
ย
Extended Submission Deadline for 2026 GFMC at Madrid: January 31, 2026
Full Paper Submission Deadline: Sept. 15, 2026
ย
The Journal of Global Scholars of Marketing Science (JCR IF: 2.7) will publish a special issue on โFashion Marketing and Consumer Research in the Era of AI Transformationโ with selected papers presented in a track called โFashion Marketing and Consumer Research in the Era of AI Transformationโ at the 2026 Global Fashion Management Conference at Madrid.
ย
The fashion industry is experiencing a profound digital transformation, fueled by artificial intelligence (AI), virtual and augmented reality (VR/AR), and the metaverse (Munsch, 2021; Qi et al., 2025; Mao et al., 2025; Mogaji et al., 2025). These technologies are reshaping how fashion is designed, marketed, and consumed, bringing both opportunities and challenges. Immersive technologies create innovative consumer experiencesโsuch as virtual fashion shows, digital stores, and branded events in virtual worldsโthat expand participation and redefine engagement (Rasul; 2024; Cho et al., 2024). From an industry perspective, digital tools disrupt traditional value chains and stimulate new business models. In services, they reshape customer interactions, blurring boundaries between human and machine. For consumers, they offer novel avenues of self-expression and identity construction, but also generate concerns regarding privacy, digital overload, and inequalities of access (Um et al., 2025; Park et al., 2024). Given these dynamics, it is essential to investigate how digital technologies redefine fashion marketing and consumer behavior, ensuring that future research critically engages with both their transformative potential and their societal implications.
Topics includes but not limited:
Consumer perceptions of AI-designed fashion.
Consumer experience for AI-enabled fashion marketing activity.
The impact of AI service on customer perception across pre-sale and post-sale contexts.
Digital fashion marketing activities in the metaverse through fashion.
The role of VR/AR in enhancing fashion marketing.
Sustainability and digital fashion.
The psychology of consumer resistance toward AI-driven fashion design.
Algorithmic transparency and its effect in fashion.
Moral concerns and consume well-being for digital fashion marketing.
Luxury branding and services enhanced by digital technology
Digital fashion adoption in emerging vs. developed markets.
Methodological innovations for studying consumer behavior in virtual fashion environments.
Authors should submit the extended abstract to the track called โFashion Marketing and Consumer Research in the Era of AI Transformationโ of 2026 GFMC at Madrid before January 31, 2026 to be qualified for the formal full-paper submission to this JGSMS Special issue. The submissions accepted by and presented in the track called โFashion Marketing and Consumer Research in the Era of AI Transformationโ of the 2026 GFMC at Madrid would be invited to submit the full manuscript to the special issue.
Among submissions to the track โFashion Marketing and Consumer Research in the Era of AI Transformationโ 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 Scholars of Marketing Science on โโFashion Marketing and Consumer Research in the Era of AI Transformationโ. Full paper submission to the JGSMS should follow the submission guidelines of the Journal of Global Scholars of Marketing Science:
(https://www.tandfonline.com/action/authorSubmission?show=instructions&journalCode=rgam20).
Conference Submission Link: https://2026gfmc.imweb.me/24452063
ย
Guest Editor:
- Prof. Huanzhang (Neo) Wang, Department of Marketing, School of Business, Jiangnan University, China, gammaneowong@gmail.com
For More Information:
Conference Homepage: https://2026gfmc.imweb.me/
Journal of Global Scholars of Marketing Science: https://www.tandfonline.com/journals/rgam20
Conference Organizing Committee: gammacentraloffice@gmail.com
References
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.
Mogaji, E., Dwivedi, Y. K., & Raman, R. (2024). Fashion marketing in the metaverse. Journal of Global Fashion Marketing, 15(1), 115-130.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10-29.
Park, Y., Kim, J., Jiang, Q., & Kim, K. H. (2024). Impact of artificial intelligence (AI) chatbot characteristics on customer experience and customer satisfaction. Journal of Global Scholars of Marketing Science, 34(3), 439-457.
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.
Rasul, T., Nair, S., Palamidovska-Sterjadovska, N., Ladeira, W. J., Santini, F. D. O., & Elgammal, I. (2024). The evolution of customer engagement in the digital era for business: A review and future research agenda. Journal of Global Scholars of Marketing Science, 34(3), 325-348.
Um, H., Ko, E., Cho, M., & Do, B. (2025). Does luxury fashion shape consumersโ perception differently in the real world versus the metaverse? A comparative study on wearer evaluation. International Journal of HumanโComputer Interaction, 41(13), 8314-8329.
Call for Papers:
Special Issue of Journal of Global Scholars pf Marketing Science on
โFashion Marketing and Consumer Research in the Era of AI Transformationโ
ย
Extended Submission Deadline for 2026 GFMC at Madrid: January 31, 2026
Full Paper Submission Deadline: Sept. 15, 2026
ย
The Journal of Global Scholars of Marketing Science (JCR IF: 2.7) will publish a special issue on โFashion Marketing and Consumer Research in the Era of AI Transformationโ with selected papers presented in a track called โFashion Marketing and Consumer Research in the Era of AI Transformationโ at the 2026 Global Fashion Management Conference at Madrid.
ย
The fashion industry is experiencing a profound digital transformation, fueled by artificial intelligence (AI), virtual and augmented reality (VR/AR), and the metaverse (Munsch, 2021; Qi et al., 2025; Mao et al., 2025; Mogaji et al., 2025). These technologies are reshaping how fashion is designed, marketed, and consumed, bringing both opportunities and challenges. Immersive technologies create innovative consumer experiencesโsuch as virtual fashion shows, digital stores, and branded events in virtual worldsโthat expand participation and redefine engagement (Rasul; 2024; Cho et al., 2024). From an industry perspective, digital tools disrupt traditional value chains and stimulate new business models. In services, they reshape customer interactions, blurring boundaries between human and machine. For consumers, they offer novel avenues of self-expression and identity construction, but also generate concerns regarding privacy, digital overload, and inequalities of access (Um et al., 2025; Park et al., 2024). Given these dynamics, it is essential to investigate how digital technologies redefine fashion marketing and consumer behavior, ensuring that future research critically engages with both their transformative potential and their societal implications.
Topics includes but not limited:
Consumer perceptions of AI-designed fashion.
Consumer experience for AI-enabled fashion marketing activity.
The impact of AI service on customer perception across pre-sale and post-sale contexts.
Digital fashion marketing activities in the metaverse through fashion.
The role of VR/AR in enhancing fashion marketing.
Sustainability and digital fashion.
The psychology of consumer resistance toward AI-driven fashion design.
Algorithmic transparency and its effect in fashion.
Moral concerns and consume well-being for digital fashion marketing.
Luxury branding and services enhanced by digital technology
Digital fashion adoption in emerging vs. developed markets.
Methodological innovations for studying consumer behavior in virtual fashion environments.
Authors should submit the extended abstract to the track called โFashion Marketing and Consumer Research in the Era of AI Transformationโ of 2026 GFMC at Madrid before January 31, 2026 to be qualified for the formal full-paper submission to this JGSMS Special issue. The submissions accepted by and presented in the track called โFashion Marketing and Consumer Research in the Era of AI Transformationโ of the 2026 GFMC at Madrid would be invited to submit the full manuscript to the special issue.
Among submissions to the track โFashion Marketing and Consumer Research in the Era of AI Transformationโ 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 Scholars of Marketing Science on โโFashion Marketing and Consumer Research in the Era of AI Transformationโ. Full paper submission to the JGSMS should follow the submission guidelines of the Journal of Global Scholars of Marketing Science:
(https://www.tandfonline.com/action/authorSubmission?show=instructions&journalCode=rgam20).
Conference Submission Link: https://2026gfmc.imweb.me/24452063
ย
Guest Editor:
For More Information:
Conference Homepage: https://2026gfmc.imweb.me/
Journal of Global Scholars of Marketing Science: https://www.tandfonline.com/journals/rgam20
Conference Organizing Committee: gammacentraloffice@gmail.com
References
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.
Mogaji, E., Dwivedi, Y. K., & Raman, R. (2024). Fashion marketing in the metaverse. Journal of Global Fashion Marketing, 15(1), 115-130.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10-29.
Park, Y., Kim, J., Jiang, Q., & Kim, K. H. (2024). Impact of artificial intelligence (AI) chatbot characteristics on customer experience and customer satisfaction. Journal of Global Scholars of Marketing Science, 34(3), 439-457.
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.
Rasul, T., Nair, S., Palamidovska-Sterjadovska, N., Ladeira, W. J., Santini, F. D. O., & Elgammal, I. (2024). The evolution of customer engagement in the digital era for business: A review and future research agenda. Journal of Global Scholars of Marketing Science, 34(3), 325-348.
Um, H., Ko, E., Cho, M., & Do, B. (2025). Does luxury fashion shape consumersโ perception differently in the real world versus the metaverse? A comparative study on wearer evaluation. International Journal of HumanโComputer Interaction, 41(13), 8314-8329.