Chapter 17: Digital Fashion: A Theoretical Overview

In a context where China represents an ever-growing major stake for all fashion brands, in which respect do digital strategies including the use of big data, e-retail or content management contribute to the success of foreign brands in China? The concept used here is “digital fashion,” that refers to the current digital transformation in fashion that impacted all the aspects of the value chain of this industry, from fashion communication and marketing, through the adoption of digital tools for customer relationships to fashion design and production (James et al., 2016). Whereas the publications on digital fashion are dominated by communication and marketing, including the largest number of the published research (51%) this research claims that the digital benefits might be achieved only if such endeavor is conducted in a more holistic perspective that encompasses design and production.