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For online experiential products, tactile attributes are important but hard-to-achieve features. This research aims to explore consumers' emotional experiences by incorporating tactile attributes into the online clothing shopping scenario.

This paper presents two online shopping experiments by consumers who purchase online clothing: one experiment involves subjects browsing clothing products on a computer screen; the other one involves subjects touching the clothing fabric while browsing a corresponding product on a computer screen. Based on the stimulus–organism–response (S-O-R) model, a physiological polygraph was used to record the emotional experience of subjects under the stimuli of “sight” and “sight + touch.”

(1) Subjects had a more positive emotional arousal under the stimuli of “sight + touch”; (2) the visual merchandising of clothing and expected touch task affect subjects' overall emotional experience with clothing, and with a good visual experience and expected tactile experience, the subjects showed a more positive emotional valence under the stimuli of “sight + touch”; (3) differing from previous research, this experimental data only supports the hypothesis that the skin conductance indicator is related to the level of emotional arousal, without supporting its correlation with emotional valence. However, the heart rate indicator is correlated with emotional valence but not with emotional arousal.

This work proposes a way to study the tactile attributes of online clothing and enriches the theoretical framework of polygraph and the S-O-R model for the research of online experiential products, and in terms of application, it sheds light on sales strategies of online experiential products for retailers and brand owners.

This study aims to increase the novelty of clothing design and fabric texture. The element library that can be used for design is systematically summarized. The element database can also be continuously filled according to the existing logic to realize the diversity of design. Improve the theory of fashion design, expand the designer's design ideas and improve design efficiency. Clear design steps and logic can help students and machines learn the design process and promote the development of intelligent design. And verify the feasibility of the simulation software to assist pleated clothing design.

Firstly, according to the logical framework of origami theory, different innovative designs and combined designs are made for the basic units of hyperbolic paraboloid, and the element library that can be used for design is systematically summarized. This database can also be continuously filled according to the existing logic to realize the diversity of design. Secondly, it summarizes three methods of pleated element filling clothing – uniform filling method, the irregular filling method and geometric addition method – that improve the theory of fashion design, expand the designer's design ideas and improve design efficiency. Clear design steps and logic can help students and machines learn the design process and promote the development of intelligent design. Finally, the virtual software is used to simulate the effect of pleated clothing, and the three-dimensional simulation software 3dclo is used to make an empirical study on the application of hyperbolic paraboloid origami in clothing pleated design to verify the feasibility of the simulation software to assist pleated clothing design.

The theoretical results of hyperbolic paraboloid origami are collected and arranged to establish the element library of hyperbolic paraboloid origami. The results expand the designer's design ideas and auxiliary design technology and improve the design efficiency using a sample of hyperbolic paraboloid fabric to verify its practicability and three-dimensional clothing simulation software for exploring the design. The design rules of hyperbolic paraboloid clothing and the realization method of fabric are summarized, including the expansion and combing of elements, the application of size and shape and the method of combination.

Owing to the hyperbolic paraboloid origami’s length shrinkage, the loose computation of clothing requires targeted computation. This paper solely applies a paper model for estimating the shrinkage, and then we tend to subsequently explore the way to precisely compute the porosity, to determine the existing differences in the two-dimensional shrinkage of hyperbolic paraboloid creases of varying materials and to know if the clothing after large-scale production is capable of reaching the anticipated value.

The exploration of this experiment brings a new 3D experiment process to the design process.

This experiment brings new possibilities for the development of virtual fitting and virtual display in the industry.

This study combines hyperbolic paraboloid origami and clothing and combs and expands the unit with logical thinking to expand the designer's design ideas.

The purpose of this study is to draw from sustainable social innovation theory and the Consumer styles inventory (CSI) instrument to examine secondhand clothing consumption habits for Russia. The secondhand market is the logical outcome of efforts to adopt resale as a facet of sustainable social innovation, with which to drive sustainable decision-making and socially responsible marketing in the secondhand high-end clothing market. Resale represents the cornerstone of business model innovation (BMi) for the retail sector, offering substantial opportunities for retailers who understand changes in consumption behaviour. More cost-effective and arguably greener, the sale of secondhand clothing is expected to be double the volume of fast fashion by 2030 but it remains an understudied field of research in the literature relating to the fashion industry.

Hypotheses are developed from the existing literature. Survey methodology is used to collect data from 250 Russian consumers in the city of Petersburg. The objective is to test the veracity of CSI shopper orientations, focusing on nascent motivations for high-end branded secondhand clothing, to examine sustainable social innovation and resale in an emerging market.

Four new shopping orientations are identified. Based on the empirical data, the authors suggest that five (out of the original eight CSI shopping orientations) are of internal statistical relevance, and that our new orientations are relevant for not only this market, but for neighbouring Eastern European countries too. The findings reflect postmodern evolution in behavioural motivations for Russian consumers, that can inform retail strategy in terms of BMi consumer for harnessing opportunities offered by sustainable social innovation and resale.

Whilst the CSI has been widely used, research for Eastern Europe is limited. Understanding the shopping orientations for sustainable alternatives to newly produced clothing has theoretical and practical implications for improving circularity, post-war entry strategies and countries facing economic downturn. This study contributes novel insights by examining consumer decision-making and shopping orientations in an emerging market.

This study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors explore the potential effectiveness of two distinct communication strategies – emotional versus informational ad appeals – to mitigate the negative effects of sizing discrepancies.

A total of three experiments were conducted to examine the proposed framework. Studies 1 and 2 investigate whether self-construal moderates the relationship between sizing discrepancy and purchasing intentions. Study 3 examines the effectiveness of communication strategies in reducing the detrimental effects of sizing discrepancy.

When encountering sizing discrepancies, the authors find that consumers with an interdependent self-construal have lower purchase intentions than those with an independent self-construal. The authors demonstrate that an emotional communication strategy is more effective for consumers with an interdependent self-construal, whereas an informational communication strategy is more effective for consumers with an independent self-construal.

With the lack of a universal sizing system, consumers often struggle to find clothes that fit as expected. However, extant research has not explored cross-cultural differences in how consumers respond to sizing discrepancies and how managers can reduce any potential negative effects.

There are many profound links between fashion and tourism. This chapter provides a critical reflection, mainly from a philosophical, historical, and linguistic perspective, on the dynamic relationship and parallel evolution between these two sectors. It explains how their interconnectedness form and mirror contemporary society. This chapter classifies the connections between the two, starting with the person, her body, and the relationship the latter has with fashion and tourism, and with the contemporary society at large. Four layers of such connections are exemplified. It also discusses a selfie, as a symbolic (digital) communication object and a complex phenomenon facilitated by changing technological affordances and societal functions as an excellent case of the complex relationships between fashion and tourism.

This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within virtual reality (VR) tourism experiences. The investigation considers the mediating effect of perceived attractiveness, popularity, novelty and weirdness, as well as the moderating role of self-congruence with avatar clothing and the desire for unique products.

This research uses a quantitative experimental approach. Initially, a three-step pilot study (N = 201) was conducted to select avatar fashion styles for the main investigation. In the primary study, participants (N = 326) engaged with one out of four fashion style conditions to select attire for their avatars and then completed a self-administered survey. Data analysis involved paired-sample t-tests, multivariate analysis of variance and Hayes’ PROCESS Models.

The results show that presenting fantasy avatar fashion styles leads to a decrease in perceived attractiveness and popularity, while concurrently increasing perceptions of novelty and weirdness which in turn exert a negative influence on attitude and satisfaction with the virtual fitting room (VFR). However, these relationships change when considering the moderating role of self-congruence with avatar clothing and the desire for unique products.

VR tourism experience providers and designers can use research findings to bolster positive attitude and enhance satisfaction with VFR; an important first step that strongly affects the rest of the VR tourist journey.

This study contributes to tourism research by exploring the intersection of immersive technologies and virtual fashion. It emphasizes the enhancement of critical touchpoints like the VFR, moving beyond a sole focus on VR adoption, to improve the overall virtual tourist experience.

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.

A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). IBM SPSS Statistics was used to analyze the data which included descriptive statistics and a two-way multivariate analysis of variance followed by an analysis of variance.

The results indicated that less sexuality in luxury advertisements was better in generating attractiveness to and identification with the brand. The advertisements with models fully clothed were rated highest on brand attractiveness and identification. These relationships were statistically significant among groups of men and women.

These findings are important to scholars and marketers of luxury brands as sexuality in luxury brands continues to increase and becomes more provocative, as well as socially conscious.

Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and consequences of the exploration of styles in VTO contexts (herein called self-explorative engagement). Notably, little is known about the antecedent and outcomes of the personalized self-explorative experience central to VTOs. This paper aims to fill this knowledge gap.

An online quasi-experiment (N = 500) was conducted in the context of fashion and beauty VTOs. Participants were asked to virtually try on sunglasses or lipsticks and subsequently answer a questionnaire measuring the key constructs: self-presence (i.e. physical similarity and identification), self-explorative engagement (i.e. exploration of styles in VTO context), brand cognitive processing and brand attitude. The authors analyze the data with structural equation modeling via maximum likelihood estimation in LISREL.

The experience of self-presence during consumers’ use of VTOs in augmented reality environments has a positive effect on self-explorative engagement. Furthermore, a mediation analysis reveals that self-explorative engagement improves brand attitude via brand cognitive processing. The results are confirmed for two popular fashion and beauty brands.

Grounded in extended self theory, to the best of the authors’ knowledge, this is the first study to show that a realistic VTO experience encourages self-extension via a process starting from the exploration of styles and results in increased brand cognitive processing and more positive brand attitudes. The exploration of styles is enabled by self-presence.

This chapter seeks to elucidate specific behavioral patterns that occur when people travel and consume luxury items using concepts drawn from sociocultural and economic theories. These concepts are Walter Benjamin's “aura,” Karl Marx's “commodity fetishism,” and Arnold Van Gennep's “liminality.” These concepts are deployed within the spheres of tourism and luxury in order to analyze how tourists on a shopping spree search for forms of authenticity, how this type of travel is similar in many respects to a religious quest, and, finally, how the design of luxury outlets in European capitals convey religious overtones.