Navigating Milan's Marketing Odyssey: Takeaways from 2024 Global Fashion Management Conference

“Inspiration is the most important part of our digital strategy.”?—?Paull Young

The 2024 Global Fashion Management Conference with the theme ‘Marketing & Management in the Age of Digital Fashion Transformation’, held in the fashionable city of Milan, brought together prominent academics, researchers, media editors, and industry experts.

Against the backdrop of Milan’s iconic architecture and artistic heritage, this conference transcended mere networking and presentations?—?it ignited a fashion spark.

As a marketing and brand executive consultant, I attended the conference from July 11 to 14, 2024.

The Global Alliance of Marketing & Management Associations (GAMMA) served as the organizer and driving force behind this transformative event. The University of Milan and the Korean Scholars of Marketing Science co-hosted the conference.

As the sun dipped behind Milan’s iconic Duomo, I stepped into the bustling conference venue at the University of Milan.

Partners of the conference included SIMktg?—?The Italian Marketing Association, the University of Florence (Italy), University of Milan-Bicocca (Italy), Australian & New Zealand Marketing Academy, Ritsumeikan University (Japan), IISCTE-IUL-Lisbon University Institute (Portugal), ISEM Fashion Business School, University of Navarra (Spain), Center for Sustainability & Wellbeing, Yonsei University (Republic of Korea), Pusan National University, (Republic of Korea).

I was ready to explore the fascinating topics of digital transformation, omnichannel marketing, consumer behavior, and the application of technologies to enhance customer experiences.

Consumer behavior is a dynamic tapestry woven from threads of psychology, culture, and technology.

The winds of change blew fiercely as digital transformation swept across industries. Consumers, once passive spectators, now demanded more. Their behavior shifted?—?clicks replaced footsteps, screens became storefronts. Brands adapted, weaving digital threads into their fabric.

At the conference, experts dissected these threads, revealing patterns that shape the future of fashion marketing.

“Post-purchase behavior analysis revealed that informants expressed disillusionment with their purchasing experience, casting doubts on their reliance on indirect channels. Notably, consumers don’t question their decision to buy used luxury; instead, they prioritize the overall experience provided by these platforms. Their preference leans toward a more direct and reliable purchasing process.”?—?Gabriele Murtas, University of Bergamo.

Crafting Realities

By attending a few sessions with a focus on Augmented Reality (AR) and Virtual Reality (VR), I dived into the captivating world of AR and VR and in the fashion industry, exploring both their potential and critical aspects. When I was researching these trends in marketing a few years ago, I dedicated time to understand these technologies.

Here are some positive aspects of these technologies.

1. Enhanced Customer Experience.

AR and VR technologies elevate engagement and interactivity in fashion. With AR, customers can virtually try on clothes and accessories, visualize different angles, and assess fit accurately. VR allows users to explore virtual showrooms and attend fashion shows from home.

2. Improved Design Process.

Designers can create and test fashion designs in a virtual environment. Identifying issues before production reduces time, costs, and enhances product quality.

3. Increased Sales and Reduced Returns.

Engaging experiences attract and retain customers, leading to higher sales. AR provides accurate product visualization, minimizing returns by up to 25%. For example, Gucci’s AR app lets users virtually try on shoes, boosting sales.

4. Operational Efficiency.

AR/VR streamlines tasks, from manufacturing to logistics, improving efficiency.

There are certain challenges in adopting these technologies at the same time.

1. Adoption Barriers.

Despite potential, widespread adoption remains limited. Overcoming barriers like hardware costs and user familiarity is crucial.

2. Content Quality and Creativity.

AR/VR experiences must be compelling and well-designed. Brands need creative content to stand out and engage users effectively.

3. Privacy Concerns.

Collecting user data for personalized experiences raises privacy questions. Balancing customization with privacy safeguards is essential.

4. Integration Challenges.

Seamlessly integrating AR/VR into existing platforms and processes requires expertise.

Pixelated Dreams

In “Analyzing the Effectiveness of Chatbots as Recommendation Systems in Fashion eCommerce: A Cross-Cultural Comparison” session, researchers delved into the role of chatbots in fashion recommendations.

How do cultural nuances impact chatbot effectiveness?

The presentation included a fascinating cross-cultural exploration by researchers A. R. D. B Landim, Federal University of Campina Grande; J. A. B. Moura, Federal University of Campina Grande; E. de B. Costa, Federal University of Alagoas; T. Vieira, Federal University of Alagoas; V. Wanick, University of Southampton; Eirini Bazaki, PhD , University of Southampton.

Another session that caught my attention was about “Luxury Brands in Virtual Worlds: Keeping the Dream Alive Between Memory and Modernity”.

How do luxury brands thrive in virtual realms?

Researchers from the 香港城市大学 tried to answer this question: Esterina Nervino, PhD , Fiona Fui-Hoon Nah , Ruilin Zheng.

Dr. Chung-Wha (Chloe) Ki , Associate Professor at the School of Fashion and Textiles ( 香港理工大学 ), unraveled the impact of realism in virtual avatar assistants in her presentation “Generative AI Bestows More Realistic Forms Upon Virtual Assistants”.

Influencer Alchemy

There were sessions that delved into the art of influencer marketing in the fashion industry. Influencer marketing is very dynamic in recent years. When I craft marketing strategies, I often ask a question: How can brands harness the authenticity and reach of influencers? I scribbled notes, envisioning collaborations that would resonate beyond hashtags.

As someone deeply involved in omnichannel marketing, I paid attention to the sessions with such a topic. It’s always insightful to hear research results about the complexities of seamless customer experiences across channels and what strategies emerged recently.

2024 GAMMA Art, Fashion & Design Exhibition

As part of the conference, there was the 2024 GAMMA Art, Fashion & Design Exhibition held in Milan, bringing together a vibrant community of designers and artists. Spanning various creative disciplines, this event served as a platform for collaboration and innovation.

Global Alliance of Marketing & Management Associations (GAMMA) played a pivotal role in organizing and driving this transformative event.

The exhibition explored how art, fashion, and design intersect in an era of rapid change.

The 16 finalists, hailing from the USA, Republic of Korea, and China, showcased their remarkable works at GFMC Milan. This exhibition not only celebrated creativity but also sparked conversations about the transformative power of art and design.

Grazie, Milan

As I boarded the plane, Milan whispered: Thank you for being part of the marketing metamorphosis. The Duomo winked, and I vowed to return. My professional journey had a new chapter?—?one stitched with fashion marketing’s threads.