Technology-Driven Market Transformations for Digital Fashion and Smart Luxury

Technology-driven market transformations reshape digital fashion and smart luxury, combining physical and virtual experiences. Innovations like augmented reality (AR), blockchain, artificial intelligence (AI), and digital wearables revolutionize how fashion is designed, produced, marketed, and consumed. In the luxury sector, these technologies enable brands to offer personalized experiences, enhance supply chains, and expand immersive digital environments. As consumer behavior shifts toward more experiential and sustainable models, the integration of fashion with technology redefines value and exclusivity while challenging traditional notions of ownership, authenticity, and brand engagement. Technology-Driven Market Transformations for Digital Fashion and Smart Luxury explores new developments in the fashion, luxury, and retail industries through digital technology. It examines solutions for sustainable branding tactics for effective fashion and luxury marketing. This book covers topics such as green branding, smart technology, and art and design, and is a useful resource for business owners, marketers, academicians, researchers, and scientists.

Theodore Tarnanidis is a marketing scholar, adjunct professor at the International Hellenic University and researcher in Applications of D.Sc. and MCDA. Theodore has six years experience as a marketing and decision making practitioner. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on International Marketing, Multi-cultural Marketing, Business Marketing, Consumer science, Marketing Management, Methodology, Advanced Quantitative Methods, Decision Science, Multiple-Criteria Decision Analysis, Management of Education, Sustainable Entrepreneurship. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in the Journal of Business Ethics, World Review of Entrepreneurship, Management and Sustainable Development, Journal of Retailing and Consumer Services, Current Issues in Tourism, Marketing Science & Inspirations, European Journal of Educational Management, Management Science Letters, and other journals.

Bruno Sousa is an Professor Coordenador of Marketing at Polytechnic University of Cávado and Ave (IPCA), Portugal and holds a PhD in Marketing and Strategy in Universidade do Minho, Portugal. Bruno Sousa is also Head of Masters Program - Tourism Management and Tourism Marketing (IPCA); CiTUR – Center for Tourism Research, Development and Innovation and UNIAG research member. Bruno Sousa teaching fields include marketing, strategy and tourism. Bruno Sousa research areas include brand management and consumer behavior, strategy implementation, niche marketing, niche tourism and brand attachment. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.

Maro Vlachopoulou , Professor of Digital Marketing & e-Business at the Department of Applied Informatics, Director of Information Systems & e-Business Laboratory ISeBlab (iseb.gr), Dean of the School of Information Sciences (2012-2017) at the University of Macedonia Greece. Email: mavla@uom.edu.gr. Her professional expertise, research and teaching interests include: Digital marketing, Marketing Information Systems, Digital transformation, EBusiness/ e-marketing mobile Business / marketing, SEO & SEM, social media / networks and marketing. Degree in Business Administration, Aristotle University of Thessaloniki, Greece (1978). Degree in Law, Aristotle University of Thessaloniki, Greece (1989). Postgraduate studies in Marketing, University of Mannheim, Germany (1981), and MBS in Business Administration, Aristotle University of Thessaloniki (1987).PhD in Marketing Information Systems, University of Macedonia, Department of Applied Informatics, Greece (1992).Visiting research professor at the University of Sunderland, UK (1995). She has published over 100 papers in scientific journals and organized numerous of conferences. Throughout the years, her work has exceeded in many academic associations and she has directed many European research programs. Member of the European Marketing Academy (EMAC), the Association of Information Systems (AIS), the Hellenic Marketing Academy (ELAM), the Hellenic Management Association, Member of the International Society for Inventory Research (ISIR), SOLE (The International Society of Logistics Engineers), European Institute for Advanced Studies in Management (EIASM), European Federation for Information Technology in Agriculture, Food and the Environment (EFITA) and (President of) the Hellenic Association for Information and Communication Technologies in Agriculture Food and Environment (HAICTA), member of Hellenic Institute of Marketing, Hellenic Institute of Informatics, Hellenic Economic Chamber and the Hellenic Operation Research Society. Indicative European Projects, in which she participated: (NOW “Innovative systems to improve women’s qualifications for local business initiatives in the remote agriculture areas. The use of Internet”,1998-2000, E-BUSINESS FORUM 2001-2003 organized by the Ministry of Development, ISIS project, Hermitage Hellenic Enterprise Resource management & Information Technology, Advancement network in Greek Enterprises 2000, EPEAEK programs (2000-2006) in the above fields (E-Business and E-Marketing), and was expert evaluator of STAR project research (2000-2002) “ Socio-economic Trends Assessment for the Digital Revolution”. She has been involved as researcher in the EUROPEAN UNION EQUAL COMMUNITY INITIATIVE “Supporting Teaching and Learning for the e-Learner” Equal –Cod. 200859 (2004), in the European Research Project Leonardo da Vinci Project, Improhealth, No Sk/03/b/f/pp-177014, Improvement of the Quality, Effectiveness and Efficiency of Health care services through vocational education and training (2003-2004), in Virtual Pre-Incubator Accelerator (ViPia), LEONARDO DA VINCI / Community Vocational Training Action Programme (2004-2006), in EPEAEK project (ANEMOESA: Innovation and entrepreneurship) 2003-2006, and in the project entitled “Vocational Education and Training for Quality of Life through eHealthcare & Well-Being” under the Leonardo da Vinci programme, European Commission Agreement n° 2006 – SK/06/B/F/PP-177443 (2006-2008). (2006-2009) she was also involved as a partner in the FP6 European Project «e-Trust: Building trust for quality assurance in emerging e-commerce markets for food chains», Contract No FP6-FOOD-CT-2006-043056. Research Funded programs in support of basic Research, University of Macedonia, Research Committee: “Greek Research in Evaluation of Adoption Degree of IS / IT in Public Hospitals” 2007-8 and “B2B e-Marketplaces: Adoption Degree& Influential Factors between the involved enterprises” 2009-10. Maro Vlachopoulou is a scientific reviewer in several journals, including the International Journal of Production Economics, Journal of Enterprise Information Management, International Journal of Business Information Systems, International Journal of Physical Distribution and Logistics Management, International Journal of Logistics, Computational Management Science journal (special issue on “Computational Classification Methods for Decision Making”), the European Journal of Operation Research, and member of the editorial board of The International Journal of Business Information Systems (Inderscience Publishers), and of International Journal of Sustainable Agricultural Management and Informatics (IJSAMI) and guest editor in Sustainability Journal, Special Issue: Digital Transformation and Sustainability: “Enabling the Digital Enterprise”, (2021-22). She has been chair in several International scientific conferences, and member of organizing, program and scientific committees. She has served as a consultant to private companies.

Evridiki Papachristou is an Assistant Professor at International Hellenic University, School of Design Sciences, Faculty of Creative Design andClothing. She is also a research member of the CAD/CAM Lab (Technical University of Crete- School of Production Engineering & Management). Recent research projects involve a Conceptual Fashion Product Design Assisted by Artificial Intelligence - AI-CFPD, andi-mannequin a Digital Platform for the Design and Rapid Garment Prototyping - both co-financed by Greece and the EU. After many years spent researching and practicing the effective integration of 3D virtual prototype in the apparel industry, she is currently conducting applied research on the intersection of fashion and data mining and knowledge discovery, to further the technology and its adoption. Evridiki is also interested in the role of Industry 4.0 in creating institutional, social and cultural change towards more sustainable and circular practices. She is the scientific responsible for an Erasmus+ Capacity Building program, 3DGarT (3D Garment Training) and co-ordinator of Erasmus+ Capacity Building program 3D4U (3D for Ukraine). Her work has been published in various scientific journals (International Journal of Advanced Manufacturing Technologies, Journal of Textile Science & Engineering, Machines, Journal of Sustainable Engineering, Technologies, Journal of Textile Engineering & Fashion Technology) and in numerous international conferences (AUTEX, FAIM, PI APPAREL, SETN, 3DBodyTech, DFI, ICMI, DCAC). She has also appeared as a 3D expert in WhichPLM.com, a fashion technology editorial.

Vijaya Kittu Manda is a multi-dimensional personal. He is a Researcher at PBMEIT, India. He is an Advocate, a Technocrat, an Academician, a Book-writer, Editor, Peer-Reviewer and a stock market enthusiast. He has 11 University Postgraduate Degrees in various disciplines ranging from Arts and Humanities to Sustainability to Regenerative Economy, and from Management to Engineering. He is a Ph.D. in Financial Management. His thesis on Mutual Funds and their Market Competition won the prestigious NSE-IEA Best Thesis Award in 2023. He is currently pursuing his second Ph.D. in Computer Science with focus on Blockchain and Artificial Intelligence. He has nearly 13+ years of experience in capital markets, financial planning, and investing He writes Research Papers and Case Studies, and sits on Editorial Boards of various publishers. He has over 110+ Google Scholar publications and 785+ magazine article publications so far. He is the Chief Editor for a Management Book Series and the Editor of several Scopus-indexed books. He is a Peer Reviewer and is a Certified Peer Review Supervisor. He frequently reviews for leading publishers including IEEE, Springer, Emerald, Sage, amongst others. He sits as a Session Chair and an Advisor for various academic and industrial conferences. He is a guest speaker for colleges and universities. He serves as the host for a research talk show called PBMEIT Expert Insights.