Table 2 Selection criteria Criterion...

Table 2

Selection criteria

Criterion	Index
Technological Capability: Proficiency in AI, big data analysis, and extended reality, along with the robustness and reliability of technological infrastructure	C1
Experience in Sustainable Fashion: Demonstrated expertise and track record in the sustainable fashion industry, including understanding of target markets and consumer behaviors in developing countries	C2
Cost Efficiency: Cost-effectiveness of services, ability to deliver high ROI and provision of high-quality services at a reasonable cost	C3
Sustainability Practices: Commitment to minimizing environmental impact, ethical practices, transparency and sustainable practices within the provider's operations	C4
Adaptability and Customization: Ability to tailor advertising strategies to specific brand needs and adapt to changing market conditions and emerging trends	C5
Market and Local Knowledge: Depth of knowledge about the fashion industry, current market trends and understanding of economic, social factors and cultural contexts	C6
Innovation and Creativity: Track record in innovative advertising campaigns, quality and originality of content and creativity in visual design	C7
Data Analytics Expertise: Ability to analyze consumer behavior and campaign performance in real-time and utilize data for campaign adjustments. Robust mechanisms for measuring campaign performance and providing detailed, actionable reports	C8
Digital Platforms Integration and Multichannel Execution: Seamless integration of digital platforms and proficiency in executing campaigns across multiple channels	C9
Experience and Reputation: Established experience and credibility within the industry and among clients	C10
Communication Skills: Effectiveness in communicating strategies, results and feedback with clients	C11
Client Testimonials and Case Studies: Feedback and case studies from previous clients demonstrating success	C12
Brand Alignment: Alignment of the provider's values and practices with the sustainable and ethical values of the fashion brand	C13
Project Management Skills: Ability to manage projects efficiently, meet deadlines and handle resources effectively	C14
Audience Engagement and User Experience: Strategies for engaging with the target audience and expertise in creating user-friendly digital experiences	C15
Legal and Regulatory Compliance: Encompasses adherence to local and international advertising regulations and standards	C16
Cross-Cultural Competence: Ability to navigate different cultural contexts, especially in developing countries	C17
Security and Privacy: Ensuring the security and privacy of consumer data and compliance with data protection regulations	C18
Long-Term Partnership Potential and Scalability: Potential for establishing long-term partnerships and ability to scale services according to brand growth	C19
Visual and Aesthetic Quality: High standards in the visual and aesthetic quality of advertising materials	C20
Influencer and Partner Network: Access to a relevant network of influencers and industry partners	C21
Crisis Management and Contingency Planning: Ability to handle unforeseen issues during the campaign and approach to contingency planning	C22

Criterion	Index
Technological Capability: Proficiency in AI, big data analysis, and extended reality, along with the robustness and reliability of technological infrastructure	C1
Experience in Sustainable Fashion: Demonstrated expertise and track record in the sustainable fashion industry, including understanding of target markets and consumer behaviors in developing countries	C2
Cost Efficiency: Cost-effectiveness of services, ability to deliver high ROI and provision of high-quality services at a reasonable cost	C3
Sustainability Practices: Commitment to minimizing environmental impact, ethical practices, transparency and sustainable practices within the provider's operations	C4
Adaptability and Customization: Ability to tailor advertising strategies to specific brand needs and adapt to changing market conditions and emerging trends	C5
Market and Local Knowledge: Depth of knowledge about the fashion industry, current market trends and understanding of economic, social factors and cultural contexts	C6
Innovation and Creativity: Track record in innovative advertising campaigns, quality and originality of content and creativity in visual design	C7
Data Analytics Expertise: Ability to analyze consumer behavior and campaign performance in real-time and utilize data for campaign adjustments. Robust mechanisms for measuring campaign performance and providing detailed, actionable reports	C8
Digital Platforms Integration and Multichannel Execution: Seamless integration of digital platforms and proficiency in executing campaigns across multiple channels	C9
Experience and Reputation: Established experience and credibility within the industry and among clients	C10
Communication Skills: Effectiveness in communicating strategies, results and feedback with clients	C11
Client Testimonials and Case Studies: Feedback and case studies from previous clients demonstrating success	C12
Brand Alignment: Alignment of the provider's values and practices with the sustainable and ethical values of the fashion brand	C13
Project Management Skills: Ability to manage projects efficiently, meet deadlines and handle resources effectively	C14
Audience Engagement and User Experience: Strategies for engaging with the target audience and expertise in creating user-friendly digital experiences	C15
Legal and Regulatory Compliance: Encompasses adherence to local and international advertising regulations and standards	C16
Cross-Cultural Competence: Ability to navigate different cultural contexts, especially in developing countries	C17
Security and Privacy: Ensuring the security and privacy of consumer data and compliance with data protection regulations	C18
Long-Term Partnership Potential and Scalability: Potential for establishing long-term partnerships and ability to scale services according to brand growth	C19
Visual and Aesthetic Quality: High standards in the visual and aesthetic quality of advertising materials	C20
Influencer and Partner Network: Access to a relevant network of influencers and industry partners	C21
Crisis Management and Contingency Planning: Ability to handle unforeseen issues during the campaign and approach to contingency planning	C22

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