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Research Methodology
The chapter presents an in-depth analysis of the view that technology has significantly influenced the fashion industry. The research seeks to understand whether the correspondents view of AI in fashion is a new concept or whether the idea is lucrative enough to influence fashion users purchasing patterns and behavior through marketing strategies. The qualitative data collected form the basis for the research topic. The research method used is the interview format. Interview questions are selectively structured to provide a variety of responses from the open coding, axial coding, and selective coding method. Participants demography is diverse, offering a wide and varied answer to the research question.
The methodology used is the interview method; the interview response will be analyzed and used to draw findings supporting the research topics. Done online via software called Teams; the online mode was employed because the participants were from various worldwide locations. Those chosen to participate directly or indirectly are related to fashion and technology. They were in different parts of the world and experienced technological changes before and during the Pandemic.
Participants
The number of interviews conducted amounted to 10 from different cities in Europe; London, Romania, Scotland, Monaco, Switzerland, and Montreal. The participants had an age group between 22 and 27 years old, representing the younger audience, interacting more with technology. The small sample represents a population of diverse ethnicity, occupation, technological interests, and socioeconomic status. interviews were conducted online; the information is vital since the research saw most participants during a pandemic and how their shopping patterns changed.
Interviews Procedure
The qualitative data analysis method used open coding. Open coding is a subset of Grounded Theory, which provides the theoretical framework for analyzing and understanding qualitative data of an experience during the research (Belotto, 2018). The method allows for data to be studied and then create codes that summarize primarily the text obtained from the interviews. The categories also allow for a link among various phenomena under study. Open coding deals with collecting data. i.e., transcriptions in interviews and then breaking the data into codes and labeling them into codes or categories. The categories used are based on one or more existing categories or subcategories. Data segmentation into valuable expressions uses short words and sequence that allows for quick data comparison. This method, as used in qualitative data, is dependent on several factors like research questions, data, and the style of research (Belotto, 2018). The result of open coding gives a list of characterizing categories to explain the content of the research findings.
Arguably, open coding allows for more discovery as opinions, experiences, and thoughts are tentatively collected and analyzed from the interview with no limitation by the researcher. The description of the codes or categories is the objectively transcribed summary of the interview questions. From the response, the researcher can then identify a pattern, links, and concepts repeated throughout the data collection, and interviews were conducted online. This allowed for easy access to research as many respondents as possible since the geographical location; online methods permitted the transcendence and immediacy of responses from the interviewees.
When it comes to axial coding, categorization is critical in order to structure the raw data into an organized framework of information. The interview process has eight identifiable categories, which include the participants demographics, background, relationship with social media, as well as thoughts, opinions, and goals on the future of fashion. In addition, other categories are belief and experience with NFTs, opinions on marketing, purchasing habits during the pandemic, and interaction with various brands and marketing dynamics.
The main reason why the demographics and background categories required separation is due to the interview being international, which implies age sensitivity and location sensitivity. These two subcategories required a separate category to provide more precision and accuracy to the data presented. For example, the subcategories for location included Romania, the UK, Scotland, Monaco, Switzerland, and Canada. However, the educational background and interests involved attending schools, education, current status, employment, internships, passions, and business goals. Hobbies Thus, it can be concluded that due to the axial coding procedure in the grounded approach, one can objectify the subjective diagnostic material. The axial coding technique makes it possible to analyze the qualitative data obtained using the association method and formulate further diagnostic tasks.
In the case of selective coding, the raw data collected and open-coded are used to organize in accordance with their themes. The interview process has four major identifiable themes, which are centered around consumer experience, consumer attitudes and behaviors, demographics, and background. The latter two required separation due to age sensitivity and location sensitivity of the interview process. The reasoning is the same as with the axial coding because the interview was collected from a specific age group with diverse national origins. Consumer attitudes and behaviors reflect how the interviewees proactive interaction with the subject of interest, which is manifested in how their approach and act on the topics included in the questions and demonstrations. The sub-categories included opinions on AI, NFTs, fashion, and technology in fashion. In addition, there were attitudes and approaches towards advertising, marketing, brands, offline shopping, and online shopping. However, consumer experiences are more about the receptive element of the interviewees. These include preferred shopping styles, brand, and marketing preferences, reflections, understandings, expectations and anticipations, and experiences with the pandemic. In other words, the given theme reveals the perceptional aspect of the selected subjects, such as reflections, understandings, opinions, and experiences.
Interviews
The ten interviews were structured to obtain data based on opinions, experience, and observation. The participants have had technology influence their fashion consumption patterns. With Open coding, transparency was highly obtained, as the questions were not leading but entirely based on open-minded questions. In the case of this research study, the interview questions considered their demographic composition, age, occupation, interest use of social media, top complex affairs like NFTs, AI, and thoughts on the future of IT (The Business of Fashion, n.d.). For example, each participant had a varied understanding of AI, and various discussion topics were introduced. The responses on NFTs varied from participant to participant, raising a phenomenon on accessibility, awareness, preference, and technological understanding of NFTs.
Data Collection
Ten interviews were contacted to participate in the study. Take collection took place via software called Teams. The software audio features allowed for the interviews to be fully recorded. The interviews were later transcribed to have the data in text. The language used in the research was simple and understandable to the participants being interviewed. Since the participants came from various places worldwide, an online reach was the ideal mode of getting all of them.
It was structured into sections, categories, or codes:
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Participants demographics
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Occupational careers
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Their relationship with social media
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Their thoughts, opinions, and goals for the future of fashion
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Their belief and experience with NFTs
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Their opinions on marketing
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Their purchasing habits during the Pandemic
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Their interaction with various brands and their marketing dynamics
As the participants careers range from students in a different fashion, marketing, technology, and behavioral science, the questions intended to highlight the potential aspect of Artificial Intelligence and its impact on purchasing attitudes throughout the study.
Data Analysis
The collected data were transcribed, coded, analyzed, and interpreted; The transcription process helps the researcher gain an in-depth understanding of the subject. The codes apply to the keywords that are essential in qualitative research. The subsequent data analysis stage involved breaking the data into themes that exhibited similarities and differences among the participants interviews (Jain, 2020). The final step is thorough and detailed verification of the transcribed data for verification and proving and disapproving of the hypothesis. The findings considered the diversity of the population in the study and their noticeable and diverse differences in ages, location, career, opinions, and experience as shaped by their daily lives.
Limitations of the Study
During the undertaking of the study, a couple of limitations were encountered. Due to the small number of participants, caution had to be made in generalizing the qualitative research findings. Large-scale research would be beneficial to create room for a comprehensive data analysis. However, the semi-structured interviews facilitated meaningful answers and in-depth responses from the participants. This chapter has outlined the methodological approach used during the study. The framework for questions, the method for data collection, and how the final data was categorized to facilitate a more straightforward data analysis. The limitation of the study and the data analysis process was also identified.
Findings and Analysis
The analysis of this method is based on open coding data that insightfully explores the purchasing patterns and attitudes towards embracing AI as used in the marketing by Fashion Brands. The key themes identified during the study were: the fast growth of Artificial Intelligence, preference for online shopping, a need for knowledge of Artificial Intelligence, the importance of marketing, and the future of tech in fashion (Schmelzer, n.d.). This chapter will draw on the themes present throughout the findings during the interviews and the data analysis process. A brief profile of the participants is given to provide background information.
The findings and analysis are drawn from 10 in-depth interviews highlighting their interaction and know-how of AI on their purchasing behavior. The study topic ranges from shopping habits during the Pandemic, interest, ethical concerns, and technology. The compilation of specific interview responses has been analyzed to expand upon the categories that guided the questions. In fashion, social media usage, Metaverse thoughts on brands, experience with NFTs, Technology being the future, opinions on brands use of AI, and what they do for a living.
Interest/Hobbies
All participants had a bearing on fashion, Artificial Intelligence, Marketing, and online presence. Either they were working in a related industry, studying to be in the industry, or actively pursuing a career related to technology in fashion (Schmelzer, n.d.). One participant described their interest in fashion, marketing, and communication. I am potentially opening a business in the fashion industry and have an educational background in fashion and communications. (Participant 1) One participant described their interest in technology linked to sustainability. I am interested in the sustainable business model. They work in a fashion and distribution company and are curious about how companies implement technology for sustainability.
Shopping Habits During the Pandemic
The study research was conducted after the global COVID-19 Pandemic; therefore, a pattern concerning shopping habits was identified (Jin and Shin 2020). All participants acknowledged having altered their shopping habits from in-stores and in-person to more online shopping. Some participants never took part in online shopping until the onset of the Pandemic. I am open to shopping online and have never shopped before the Pandemic. (Participant 7) One participant explained how the Pandemic did not significantly affect their shift to online shopping. My shopping habits did not change much, as I was already very much online focused. I was doing most of my shopping online. (Participant 9) . The 8th interviewee stated, Even before the Pandemic, I leaned on online shopping. During the pandemic, the percentage of online shopping has increased in terms of clothing.
Creative marketing strategies during the Pandemic were needed to appeal to an audience that had never shopped online before, as encouraged by (Wijayanto and Sanaji, 2021) in their journal that explained the role of Entrepreneurial Marketing in increasing product innovation during a pandemic. It was apparent from the data analysis that during the Pandemic, there was widespread use of online shopping. Some loved shopping online and being in an online space. My shopping habits drastically changed. I live shopping digitally and being engaged in the digital space. (Participant 10) I started engaging more in online shopping. I was buying leisure clothes instead of fancier going-out clothes.
Technology Influences Today
Everything starts with technology, which is a necessary experience for any industry. All participants acknowledge how technology is influencing their everyday lives. Technological devices are available, from phones to laptops, at home or in the workplace. One participant recognized the ability to have internet access anytime and anywhere and read the news, go on social media and see new trends. With globalization and digitization, (Nash, 2019) observes technologys influence on social media is becoming widespread. One participant describes todays impact: Technology is a big part of our generation.
Two participants observed how technology is affecting everyday life. One participant working at a behavioral science consultancy company added how technology influences human behavior today. Another participant working in marketing makes a similar observation. They add the impact technology has on everyday life. Technology influences every aspect of their day from wake up, communicating with others and Affecting their circadian rhythms (Participation 7) technology is part of every single thing they do. Wake up because of your phone, listen to music, use technology to get the tube, and use a laptop and phone to surf the world.
Technology has influenced people in various ways and serves multiple needs. Depending on what an individual wants on the internet, with a specific technological device, they meet their specific needs, only specific to them. Social media and all the apps spread quickly provide many inspirations (Participant 1) technology, as explained by one participant, also plays a role in decision making. As expounded by place (Campbell et al., 2019), because of the large amount of data leveraged by AI, information online enables them to make varied decisions based on purchasing and creating marketing techniques that create value.
Social Media
Social media are online communication platforms that allow for interactions. With technological advancement, social media platforms have evolved from just sources of information to online shopping and marketing platforms (Nash, 2019). Marketing has widely employed the use of social media to attract clients and boost sales as well. It is arguably the most influential and powerful tool in the fashion industry today. Social media has influenced the participants in the study to make purchases. By employing apps, influencers, and Inspired by Instagram or Pinterest for products to shop (Participant 1), TikTok and Instagram use influencers to promote products (Participant 3). Artificial Intelligence in social media is aided by the algorithm that has enabled users to be targeted directly by using advertisements specific to them. The algorithm will recommend brands that will be attracted to those who sell ads by them. According to the testimony of one participant, I am more open to Pinterest no direct ads, stated the 5th participant.
It was apparent from the data analysis that Instagram and Pinterest are mentioned as highly used applications to target users to make significant fashion purchase decisions (Staniewski and Awruk, 2022). Instagram ads or any social media advertising that puts you into a certain population group and then recommends you fashion based on that. (Participant 5) . Social media exhibits various advantages. Participant Four states, Nowadays people spend a lot of time on social media; Designs and brands pop up after searching for them previously or looking at a specific design. I like that the positive aspect of social media is the Online size recommendations. The participant explains that they have started a beauty tech start-up called Vite. The ease of access to brands you only want is essential in saving time and resources that would have been used during in-person shopping. Vite delivers fashion and beauty products within hours. They have seen how social media has aided in the growth of the company as well as the marketing. They are always sitting on their phone and texting people. Online adverts such as Instagram persuade shopping because you are likely to see what you need when using the app.
Technology in Fashion
The website features and evolution over the years, specific method of operation, and the ease of shopping online are enabled by commerce all over the world (Henry et al., 2022). Concerning technology in fashion, two of the participants stated that that phenomenon is related to Artificial Intelligence (AI). Some participants think of websites when technology is mentioned. Changed a lot since their teenage years when websites were clunky and had trouble with items in stock or the right size. Now it has evolved, and it is easier to shop online than in person all the time (Participant 1). The degree of adoption and acceptance of AI by the fashion audience varies. Some participants expressed being impressed by AI while others did not like it, while some preferred a certain level of AI application in the brands they would interact with. Some participants prefer the application of AI to be kept simple and ordinary. If a brand incorporates AI, it does not make them want to buy more from the brand, as long as AI is kept simple and common.
The participant further acknowledges that depending on how creative and innovative the use of AI is in corporate din a Fashion brand; they are more likely; to engage in it. Trying vertical lipsticks and colors with a tool on a website is innovative. Prefer to stick to the real world rather than having everything online and virtual. As long as AI is helpful to buy products and choose something is great, but if it is more than that, they need to think about it (Participant 1). Online shopping has developed so much more. The website allows you to try something before buying it, which is good seeing it more and more within different higher-end fashion brands. Through AI, they have an option to try on clothes from being in their living room, particularly glasses and sunglasses.
Artificial Intelligence has completely revolutionized the fashion industry with various exciting features like Avatars to create an impact on their audience. Major fashion houses like Balenciaga have been on the roadmap to change the fashion world dramatically (Schmelzer, n.d.). A participant noted that; Instagram created avatars which have partnered with Balenciaga and Thom Browne brands where you can dress your avatar without paying the price for Balenciaga. Digital outfit dressing that people can see (Participant 3). Another participant described AI use in fashion as the process of getting more digitized. The Pandemic brought about an exciting use of AI as 3d and 2d models on the fashion runway of major Fashion Houses. Due to the constraints that resulted from the global Pandemic. Fashion designs embody a more futuristic approach to design, creation, marketing, and delivery (Schmelzer, n.d.). The mode is all aided by Artificial Intelligence. All fashion brands try to incorporate AI, whether it is through models, online shops, in-store experiences, or catwalks.
Real-Life Experience
Artificial Intelligence still cannot be compared to real-life experience. Some participants acknowledge that AI is great compared to real life, while others consider it innovative and cool. AI is not the same as real life. The varied experience some participant has with fashion brands had mixed reviews. Other participants would prefer the real-life experience because it is nostalgic and classy (Sayem, 2022). Prefers old school shopping style and sticking to classy brands which do not go above and beyond with their marketing (Participant 3). Still prefer to go to a store and buy the product there (Participant 4). They like trying on a pair of sunglasses online to see how it fits their face, but it is not the same as in the real world. (Participant 1). Some participants were disappointed by how wrong some orders were; shopping online for clothes was new and exciting. Often items would not fit and had to mail back Less rewarding experience than shopping in person.
Knowledge of AI and Machine Learning
Artificial Intelligence is progressively growing and affecting every aspect of human lives. However, having knowledge of AI and machine learning is on the other end of the spectrum. The participants ranged from individuals who knew more about AI and Machine learning to those who had little. Used to work at a beauty company that used machine learning to communicate better with the customer, and analyze how the products work (Participant 6). Expert knowledge of AI and Machine learning gives a fashion brand an added advantage over the competition because they can use the ability to enhance their fashion brand. AI used to market something individual. Attracting their interests and demands Fashion brands using AI then developing and keeping up the trends is great (Participant 8). Participant nine has observed a brand using machine learning to enhance customer experience with its brand (Medium 2020). Burberry uses machine learning models to achieve hyper-personalization for their customers (Participant 9). AI knowledge is preferred as it offers a platform for interaction with people of similar interests and is a clever and exciting aspect of fashion.
AI as Used in Marketing by Brands
Marketing is a form of communication to persuade a target audience to purchase e a product or service. Marketing factors are hinged on making a profit, creating awareness, launching and relaunching brands, and impacting individuals to take action upon specific campaigns. The incorporation of AI in Marketing is increasingly buzzing in the technology and fashion industries. The Call to Action embedded in AI is crucial in creating a never-before-seen experience and the ultimate representation of a peculiar world to a target audience.
Importance of AI in Marketing
AI can attract and increase the number of brand customers; it attracts more customers. Maybe the younger generations. Thinks that trying a product or having a tool in real life is better (Participant 1). Attracting a range of customers (Participant 5). Excellent marketing tools and brands are aiming to achieve that. AI can help a business grow and put you on edge over competitors (Wijayanto and Sanaji, 2021). Smart move as the world is constantly evolving, and they feel that brands need to keep up with the next level of innovation to help the business grow in the fashion world. The use of AI is unavoidable at this point (Participant 2). AI appeals to the younger generation who use Instagram and TikTok, which also happens to be most internet users (Yeo et al. 2022). Brands like Balenciaga are very edgy, and Nike low dunk sneakers these brands are targeting Gen Z, and everyone who is on Tik Tok and follows Tik Tok stars would work for them because it is having what is cool and what everyone sees and wants, which in a way works.
AI appeals to the audience because of its creative, innovative, engaging, and exciting appeal. According to one participant, AI is a novel idea, and it appeals more to people because it offers the ultimate shopping experience that real life cannot provide (Sayem, 2022). Smart idea. It is engaging and makes people and customers convert to a brand. It is a consumer experience that makes them engaged comfortably. Convert people to more sales. Engaging in an online digital shopping experience
AI targets a specific audience, hence aiming at increasing sales; One participant describes AI as being used in marketing as necessary to target audiences. AIs analytical and evaluation features enable fashion brands to spend fewer resources on target market research. AI helps in the automation process and, in most cases, tailoring brand information to an audience that will need it. It can meet and exceed expectations. Brands use AI to target their specific audience and increase sales (Participant 8). According to (Henry et al., 2022), AI adoption in marketing must be done correctly to make a significant impact and influence. Adopting the right AI for a fashion brand will depend on money, audience, and products or services. It can be difficult at the beginning of the implementation process.
However, with time and in-depth research, the outcome can be satisfying and increase the value of a fashion brand. One participant noted similar concerns when it came to the implementation of AI. Need something different. It can initially be complicated, but good outcomes (Participant 6). Keep in mind that some participants did not like the use of AI. Some persuasion is needed to facilitate the widespread adoption of AI in the fashion industry. Do not use too much technology and remove the average human experience that participants considered classic and normal. Participant seven describes AI as evoking emotions of Exiting and scary, simply at the pace in which AI is incorporated.
Thoughts on NFTs
With a safeguarded transaction record in the blockchain, NFTs are digital tokens that prove ownership over an item or asset. Most participants had not enough information on NFTS but were aware of the celebrities who owned NFTs. When asked if they could consider buying an NFT, Not informed enough about NFTs in fashion brands, knows rappers such as DJ Khaled and Tyga who have purchased NFTs products. (Participant 1). When asked if they could consider buying an NFT, answers ranged from no to yes and dependent on factors like investment, revenue, ownership to not realistic. Its preferable to consider purchasing an NFTs item for business and investment purposely but not necessarily admiring, to make money because of the high resale value.
Others considered buying NFTs for peer influence and social reasons. However, they felt like they were not at the point to purchase them yet; They do not think people from their age group have begun to purchase more. It is a fashionable and trendy topic within friend groups, but not quite at the point of their lives where they are interested in buying an NFT (Participant 2). NFTs represent business and investing opportunities for fashion brands interested in marketing to the younger generation. Personally, would not buy an NFT item; You should buy an NFT either because you like artwork or speculating that the value of the NFT will increase with time. Not a field that grabs their attention (Participant 9). Concerns about owning an NFT were significant concern among the participants. The overall theme, however, lies in understanding NFT, the need to purchase, the currency to buy, and the impact it had on the consumer and fashion brand they used.
NFTs in Fashion
Fashions offer a more comprehensive representation of NFTs in terms of ownership. They can be posted in a virtual environment or physical dimensions. According to Vogue Business Index, NFTs have increased in popularity, and its luxury market is continuing to grow. NFTs in fashion started to trend during the onset of the global Pandemic. Brands, therefore, found alternative ways to connect to their audience through digital means of any shape and form. Such as video games and personalized user experience on their websites and social media applications (Business of Fashion 2022). Fashion brands got to try clothes virtually that were very exclusive to a brand and even got the recommendation of the sizes and preferred body fit based on an algorithm the capitalization of NFTS in fashion is experienced in various ways.
Augmented Reality Clothing
Despite the digital asset, consumers still want to wear the clothing item, hence the need for an AR model or avatar marketing strategy (Miao et al., 2021). This way, they have the same experience and feel as they would in ordinary life. The combination of AR with NFTs technology has seen an increase in the use of AI technology and purchases from such brands. Instagram-created avatars partnered with Balenciaga and Thom Browne brands, where you can dress your avatar without paying
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