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TitleThe foreseeable future of digital fashion communication after coronavirus: designing for emotions
Author(s)Faria, Ana Paula
Providência, B.
Cunha, Joana
KeywordsDigital fashion
Digital fashion communication
Issue date2021
JournalSpringer Series in Design and Innovation
CitationFaria A.P., Providência B., Cunha J. (2021) The Foreseeable Future of Digital Fashion Communication After Coronavirus: Designing for Emotions. In: Martins N., Brandão D. (eds) Advances in Design and Digital Communication. Digicom 2020. Springer Series in Design and Innovation, vol 12. Springer, Cham.
Abstract(s)The coronavirus pandemic brought the world to a halt and its impact on the fashion industry was significant. Moreover, consumer behavior and media consumption habits changed due to social distancing measures and as a consequence, the importance of digital channels was highlighted. Brands were forced to rethink their strategies and address consumers’ needs. This paper presents an overview of the subject by examining how fashion brands adapted the communication strategies in the digital space to reach their audiences in a meaningful way. Furthermore, it delves into the consumer shifts and into the role of digital channels, to understand how they might shape the future. The findings of the study suggest that during the crisis, fashion brands focused on people’s well-being and published content aimed to inspire, motivate, and entertain. Furthermore, it reports technology as a path for innovation for its contribution to improving online shopping experiences. A reflection on the theme also revealed that emotions are central to fashion strategies, and they can be used further to elevate communication.
TypeConference paper
DescriptionFirst Online: 23 October 2020
Publisher version
AccessRestricted access (UMinho)
Appears in Collections:DET/2C2T - Livros e capítulos de livros
Lab2PT - Capítulos de Livros/Book Chapters
Lab2PT - Capítulos de Livros/Book Chapters

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