While reflecting upon the findings of this study, suggestions for future research emerged concerning the topic of this thesis emerged. Firstly, additional research is suggested in the context of fashion sustainability, more specifically in terms of the fashion consumers, as the findings of this study suggested the topic being controversial among consumers.
Understanding the consumer behavior and consumers’ attention in regard to sustainability in fashion would add insightful information to further develop technologies and design their successful implementation.
Also, the technologies that emerged in the course of this study as promising in terms of being solutions to tackling fashion sustainability, AR and AI, should be studied in this context in further depth. We suggest that these technologies should be assessed in regard to how they could be utilized and in which parts of the fashion consumer journeys to support fashion sustainability. Furthermore, we suggest that such studies should seek for inspiration and insights from other industries that already have implemented these technologies in their consumer journeys. An example of such a case is the furniture company IKEA’s use of AR in their app that allows consumers to try out furniture in their homes.
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Appendices
Appendix 1 – Carlings: Digital Collection, pp.130
Appendix 2 – Interview Guide 1 (Rasmus Fisker), pp.131 Appendix 3 – Interview Guide 2 (Morten Grubak), pp.133 Appendix 4 – Interview Guide 3 (Josefine Silke Ekelund), pp.135 Appendix 5 – Interview Guide 4 (Kim Felecia), pp.136
Appendix 6 – Transcribed Interview 1 (Rasmus Fisker), pp.138 Appendix 7 – Transcribed Interview 2 (Morten Grubak), pp.159 Appendix 8 – Transcribed Interview 3 (Josefine Silke Ekelund), pp.181 Appendix 9 – Transcribed Interview 4 (Kim Felecia), pp.199
Appendix 10 – Online Observations 10 Influencers, pp.219
Appendix 1 – Carlings: Digital Collection Step 1) Take a picture
Step 2) Choose product from Carlings, the Digital Collection web shop
Step 3) 3D tailor the virtual product to the body posture on the chosen picture
Step 4) Post on Social Media
Appendix 2 – Interview Guide 1 (Rasmus Fisker) Research Area
and Purpose
Interview Questions
Purpose: To gain an understanding of interviewees professional experience
Could you explain to us your professional background?
Purpose:
Understand what companies are currently using social media for
For which purposes are the companies currently contacting your digital agency? Promoting, advertising, educating, or just to establish a social media presence?
What has the development been in YOUR clients needs over the past years?
• Have you seen a change in this - so are companies contacting you for different reasons now than for instance 1 year ago?
(Sustainability?)
• Have you experienced a rise in sustainability related jobs?
Purpose: Gain an understanding of, which channels are most useful in the case of The Digital Collection
Which social media channels would you say are the most popular at the moment? And why?
Purpose: Gain better
understanding of the use of
Instagram from different perspectives
Instagram offers users a variety of different features to use such as filters, polls, instagram live videos, etc. Which of these are currently the most popular according to your knowledge?
• Among companies
• Among users
• And are you aware of any upcoming trends?
Purpose: Gain an understanding of how the process of a launch is working on Instagram
What are the basic bullet points when you launch a campaign? Do you have to take anything in particular into consideration ahead of a launch? In regards to posts, links, communication language,
newness, reality.
Purpose: Gain understanding of how a launch of a
What are the trends related to fashion jobs? In other words, which SoMe platforms and strategies are the most suitable for fashion.