Digital transformation: A comparative study of the impact of digital fashion shows on traditional fashion shows

Brand University of Applied Sciences, 20095 Hamburg, Germany

^* Corresponding author: yuefeng.yu@brand-university.edu.de

Abstract

This paper explores the transformative impact of digital fashion shows on the traditional landscape of fashion presentations and the market positioning within the fashion industry. The advent of digital fashion shows introduces new dimensions to the showcase of fashion, challenging conventional concepts of fashion and presentation. This study examines the expression of creativity and craftsmanship by designers in traditional fashion shows, delving into the dynamics of audience interaction and experience, and analyzing business models and brand strategies that are crucial for industry success. The integration of new technologies with digital fashion shows has revolutionized the modalities of fashion presentations and audience engagement, offering innovative ways for a global audience to participate in fashion events. This paper also discusses the potential for market expansion and sustainability within digital fashion shows, emphasizing their role in shaping the future of the industry. A comparative analysis highlights the advantages and limitations of both traditional and digital fashion shows, examining their impacts on the fashion market and cultural landscapes. Furthermore, the paper provides insights into future trends and developments, forecasting the potential convergence of these two formats in driving the evolution of the fashion industry.