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Central to the dissertation is Advanced Digital Fashions (ADFs). This new concept marks a profound shift in the traditional fashion industry. These ADFs are advanced fashion technologies representing a new business model connecting digital innovation with the cumulative learning from preceding innovation assets. By integrating AI-based software, hardware, and services, ADFs offer features such as avatars, virtual try-ons, and algorithm-driven personalized fashion recommendations. This transformative approach revolutionizes consumer interactions with fashion, making it more accessible, customized, and engaging.

Further, the dissertation introduces the supra-omnichannel approach, an innovative business model that surpasses traditional fashion retail methods. This approach leverages cloud-based platforms and digital fashion solutions to offer real-time, personalized shopping experiences, redefining the fashion retail experience. This means consumers can enjoy a seamless shopping experience where retail's digital and physical realms are blended, enhancing convenience and accessibility.  

A particularly significant aspect of the research is the exploration of neo-luxury, developed in response to the digital age's challenges. This concept addresses the historical Internet dilemma faced by luxury brands, characterized by their reluctance to engage with online retail due to concerns over exclusivity and brand integrity. As elucidated in the dissertation, Neo-luxury redefines luxury for the digital age, adapting it to online platforms while maintaining the essence of luxury. This paradigm shift, propelled by the COVID-19 pandemic, underscores the need for luxury brands to adopt innovative digital solutions to stay relevant and appealing in the evolving market dynamics. For consumers, this translates to an accessible luxury experience where exclusivity co-evolves with advanced digital solutions.  

The societal implications of these findings are profound and diverse. ADFs suggest a personalized, efficient, and sustainable fashion experience. The supra-omnichannel approach transforms the traditional shopping experience with advanced technology integration, offering interactive, real-time recommendations and algorithmic personalization without human supervision. In the broader societal context, the rise of neo-luxury and the increasing significance of digital platforms in the fashion industry mirror a shift towards non-contact interactions and a more digital-centric consumer culture. As society gravitates towards valuing meaningful and symbolic connections, the role of digital solutions becomes increasingly essential.  

These innovations in fashion technology are reshaping societal norms and expectations. The integration of advanced digital technologies in fashion signals a new era where personalization, on-demand manufacturing, sustainability, and interactivity become key components of the consumer experience. This shift indicates a more significant trend in consumer behavior—a move towards a more digital, personalized, and environmentally conscious lifestyle.

More information

M.Sc. Waleed Akhtar defends his doctoral dissertation “Digital Innovations in Fashion: Mapping the Co-evolution of Technological Advancements and Fashion Industry” 11 December at 12:00.

Opponent is Professor Arto Ojala(University of Vaasa) and custos is Professor Timo Tiihonen (Ģ��ֱ��). The language of the dissertation is English. The dissertation can be followed in the lecture hall Agora Auditorio 2 (Ag B105) or online.

Waleed Akhtar
waleed.h.akhtar@jyu.fi

More information about the dissertation event and Link to the online event