CFP: JGFM on Fashion Marketing & Management in Metaverse

Journal of Global Fashion Marketing:

Fashion Marketing & Management in the Metaverse

Extended Submission Deadline: Jan. 31, 2023

Full Paper Submission Deadline: Sept. 1, 2023

Guest Editors:

Prof. Eunju Ko (Yonsei University), ejko@yonsei.ac.kr

Prof. Eunsoo Baek (Hanyang University), ebaek@hanyang.ac.kr


Journal of Global Fashion Marketing (SCOPUS Q1) will publish a special issue on ‘Fashion Marketing & Management in the Metaverse’ with the best papers presented at the following track called ‘Fashion Marketing & Management in the Metaverse’ in the 2023 Global Marketing Conference at Seoul.

With the technological advances in computing, mobile internet, AI, and immersive displays, we have new ways to experience reality, namely in “Metaverse” (Dwivedi et al., 2020; Hoyer et al., 2020). Metaverse refers to a 3D digitized and shared world where all activities can be carried out with the help of augmented, virtual, and mixed reality technologies (Damar 2021). Metaverse provides a second life for users just like their real life, comprised of social systems, monetary systems, and all the interactions. Amongst all, fashion is the darling of the digital realm, built upon autonomy, ownership, and self-expression of users. Taking this opportunity, leading companies are already actively looking to navigate the metaverse to engage, experiment, and figure out new business models and shape the future to stay relevant and knowledgeable. Despite the increasing attention of the fashion industry to metaverse and users, the scholarly conversation is in its nascency, this special issue calls for in-depth understanding of metaverse within the domain of fashion marketing and management.   

In this special issue, we seek to publish innovative scholarly research that examines various issues related to fashion marketing and management in the metaverse; it includes theoretical questions, possible implementations, and opportunities and challenges from incorporating the metaverse into our lives. We invite both quantitative and qualitative methods at all levels of analysis in the relevant domain. Given the infancy in the fields, we encourage multidisciplinary research across expertise, a collaboration between scholars and partitioners, and diversity in data, including secondary data, lab and field experiments, ethnographic work, etc. Consistent with JGFM’s editorial mission, submitted works can address inquiries that add value to and bridge the marketing scholars and partitioners in fashion, design, and culture throughout the world.

Suggested topics include but are not limited to:

  • Fashion consumer behavior in Metaverse
  • Fashion consumer experience in Metaverse
  • Fashion brand management in Metaverse
  • Promotional management of fashion brand in Metaverse
  • Communication strategy of fashion brand in Metaverse
  • Sustainability management of fashion brand in Metaverse
  • Big data analysis of fashion brand in Metaverse
  • Digital platform management for fashion brand in Metaverse
  • Market management of fashion brands in Metaverse
  • Avatar management of fashion brand in Metaverse
  • Ethical issues in fashion marketing in Metaverse
  • Roles of AR, VR, & AI in fashion marketing through Metaverse
  • Trend analysis of fashion marketing in Metaverse
  • Shopping behavior of fashion brands in Metaverse
  • Fashion customer engagement in Metaverse
  • Design marketing management of fashion brand in Metaverse
  • Influence of culture in Metaverse marketing for fashion brands

How to submit your manuscript:

• Extended abstract submission deadline for extended abstract of the 2023 GMC at Seoul: January 31, 2023

  Submission to ‘Fashion Marketing & Management in the Metaverse’ track.

  2023 Global Marketing Conference at Seoul: https://2023gmc.imweb.me/

• Full paper submission deadline: Sept. 1, 2023

  Selected papers will be invited to submit full papers to the JGFM special issue on Fashion Marketing & Management in the Metaverse.

Full papers must be formatted in accordance with the submission guidelines of the Journal of Global Fashion Marketing (https://www.tandfonline.com/toc/rgfm20/current).

For More Information: Please get in touch with the guest editors of this JGFM special issue below.

Guest Editors:

Prof. Eunju Ko, Dept. of Clothing and Textiles, College of Human Ecology, Yonsei University, 134 Sinchon-dong, Seodaemun-gu, Seoul, Republic of Korea, ejko@yonsei.ac.kr, Tel: +82-2-2123-3109.

Prof. Eunsoo Baek, Dept. of Clothing & Textiles, Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul, Republic of Korea, ebaek@hanyang.ac.kr, Tel: +82-2-2220-1193.