Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms
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A4 Artikkeli konferenssijulkaisussa
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en
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Proceedings of the 58th Hawaii International Conference on System Sciences, pp. 4066-4075, Proceedings of the Annual Hawaii International Conference on System Sciences
Abstract
Online fashion platforms are experiencing a surge in popularity that seems surprising in light of the importance of physical fashion artifacts' materiality, from the fabric's feel to the full sensory experience. An interview-based empirical study probing tensions associated with consuming digital fashion services on these platforms revealed five central paradoxes. The virtual and physical wardrobes seldom match, partners' real-world brands seem unreal, a relaxing app requires constant attention, a shopping platform may actually decrease consumption, and an online shopping platform offers online shopping for people who do not buy. We conclude that fashion brands should approach partnering with online fashion platforms attentively and ensure that their digital and physical collections are attuned for each environment. Further, platform developers should display digital items in a way that fits user behaviors and expectations in digital environments.Description
Publisher Copyright: © 2025 IEEE Computer Society. All rights reserved.
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Brander, K & Penttinen, E 2025, Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms. in T X Bui (ed.), Proceedings of the 58th Hawaii International Conference on System Sciences. Proceedings of the Annual Hawaii International Conference on System Sciences, Hawaii International Conference on System Sciences, pp. 4066-4075, Annual Hawaii International Conference on System Sciences, Waikoloa Village, Hawaii, United States, 07/01/2025. https://doi.org/10.24251/hicss.2025.489