Fashion Business Commons^™

Augmented Reality In Fashion Retail: A Walmart Unlimited Study, Chloe A. Mcpherson

Apparel Merchandising and Product Development Undergraduate Honors Theses

As technology continues to evolve, augmented reality (AR) has become increasingly common within the retail and fashion industries. This study explored Gen Z consumers’ perceptions of immersive AR shopping experiences through Walmart Unlimited, an interactive digital shopping platform. The purpose of this research was to better understand how younger consumers respond to AR-enhanced shopping environments and whether these technologies influence attitudes toward convenience, engagement, and sustainability in retail.

A quantitative research design was used for this study. Participants completed the Walmart Unlimited shopping experience and then responded to a Qualtrics survey measuring areas such as immersion, satisfaction, ease of use, …

Bill Brand Interview By Alex Morris, April 6, 2026, Bill Brand, Alexander Morris

HIST 4798/5798: Recording Memory: Methods and Uses of Oral History

In this 2026 interview, Bill Brand, a former corporate executive and, since 2023, a trustee on the Ohio University Foundation Board, discusses his lifelong connections to Ohio University (OU) and Athens, Ohio. An OU alum, Brand earned a Bachelor of Science from the Scripps College of Communication in 1987. He discusses what about OU—from when he first visited in the early 80s up until now—has continued to entice him into involvement with the university. In particular, he touches on the strong sense of community within both the university and Athens as a whole, which he asserts serves as a safe …

Antecedents And Consequences Of Consumer Behavior In Circular Fashion: Cognitive, Normative, And Behavioral Pathways Shaping Purchase And Participation Intentions, Mahmudul Hasan Sabuj

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

The increasing environmental impact of the fashion industry has intensified the need for a systemic transition from linear to circular production and consumption models. Despite growing interest in circular fashion, there remains a limited understanding of the underlying behavioral dimensions that drive consumer engagement in sustainable practices. Grounded in the Theory of Planned Behavior (TPB) and Norm Activation Theory (NAT), this study examines consumer behavior through an integrated framework capturing cognitive, social, and normative influences.

Using data collected from a structured online survey (N = 575), the study employs Exploratory Factor Analysis (EFA), reliability analysis, and multiple regression techniques to …

Bemerge Pop Ups: Social Media Meets Sustainable Fashion, Owen Mehring, Kyla Echols, Avery Edelbrock

SPARK Symposium Presentations

Our research into the online clothing shopping industry has revealed an opportunity to mobilize the strengths of online shopping to build an in-person community. One company we researched, Poshmark, a social, peer-to-peer resale app, uses the strengths of social media to create an online community-based secondhand clothing market. However, one of the largest problems facing society today is the ease of replacing human connection with screen time in today’s world. Online shopping provides convenience, variety, and a larger reach than traditional stores do. However, the human element is often lost. Our company seeks to take the goal of Poshmark to …

“What Is In Vogue?” A Critical Study Of Photography, Psychology, And Power In Vogue Magazine, Hannah Eve Osinoff

MA Theses

Capitalizing on our obsession with beauty and power, this thesis examines, through psychological and art-historical lenses, how Vogue’s use of photography increased the public’s fascination with elitist culture. Using archives and secondary sources, this thesis aims to prove that photography was so powerful that it compelled readers to covet what they did not have. Accordingly, Vogue serves as a key example of how photography informed cultural perceptions of beauty and class. Ultimately, photography has and continues to impact fashion and media, as exemplified by Vogue’s early dominance of this medium and the resulting change in culture.

Brands & Virtual Personas: How Virtual Influencer Types Impact Brand Awareness, Carol Calderon Ambelis

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

As social media continues to shape how consumers interact with brands, virtual influencers (VIs) have emerged as a new type of digital celebrity. While previous research has explored how VIs contribute to brand image and awareness, there has been limited attention on how different types of VIs, both anime-like and human-like, affect consumer perceptions across different markets. This study examines how these two types of VIs impact relatability, aspiration, and brand awareness, with a focus on the differences between luxury and mass market. Using a within-subjects experimental design, this study recruited 574 participants with social media experience using MTurk. The …

Aging And The Screen: Toxic Commodification Of The Female Body In The Substance (2024), Damlasu Uyug Sengun, Tuncer Mert Aydın, Zeynep Ozdamar Ertekin

Markets, Globalization & Development Review

Representations of the aging female body have increased in media, but their presence is still shaped by social norms and market-driven ideals. On the contrary, The Substance (2024), an absurd, postmodern body horror, provides us a provocative critique of contemporary society’s obsession with youth and beauty and the way our culture defines and commodifies aging, especially in relation to women’s bodies and identities. Our review of The Substance incorporates consumer culture theory with Julia Kristeva’s concept of the abject (1982), Laura Mulvey’s theory of the male gaze (1975), and Barbara Creed’s notion of the monstrous-feminine, (1993) to explore the toxic …

Swift/Kelce Star Power Effect? Engagement Created A 96% Increase In Nfl Discussion Online With 82% Of Social Media Posts Expressing “Joy” About The Couple, Yi Luo, Jin-A Choi, Bond Benton

College of Communication and Media Scholarship and Creative Works

On August 27, 2025, Grammy winning singer Taylor Swift and football champion Travis Kelce announced their engagement. Celebrity couples inspire popular reactions with commercial implications. A research study from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at Montclair State University analyzed online reaction in the period immediately after the power couple’s engagement was announced. Results suggest overwhelming interest, positivity, and potential benefits to major brands, such as the National Football League. Findings include a 96% increase in brand references for the NFL and Kansas Chiefs on social …

Sustainability: Buzz Word Or Future Of Fashion? Measuring The Feasibility Of Outright Sustainability Among Fast Fashion’S Biggest Agents, Ryan Miller

Apparel Merchandising and Product Development Undergraduate Honors Theses

Abstract

The fashion industry is currently experiencing unsustainable rates of pollution within its supply chains. The rapid increase in demand for short lead times perpetrated by large-scale retailers has led to hazardous practices negatively affecting both the environmental conditions and working conditions of producing countries. With this increased pressure, relationships between brands and suppliers have become untenable. Limited transparency and imbalanced power dynamics at the hand of the industry’s leading retailers require restructuring in order to build more sustainable and equitable supply-chain practices. Further, governmental regulation is currently limited in its capacity to enforce sustainable business practices on a global …

Marketing De Moda Predictivo E Inclusivo: Estrategias De Segmentación Avanzada Para Audiencias Diversas Con Inteligencia Artificial, Oscar Barroso Huertas

GDI. Revista de investigación de Género, Diseño e Innovación

Introducción: El marketing predictivo, impulsado por la inteligencia artificial (IA), está transformando cómo las marcas anticipan las necesidades de sus audiencias. En Moda, la personalización es clave para conectar emocionalmente con los consumidores, pero también es esencial que las marcas sean inclusivas, respetando la diversidad y la privacidad. Este artículo explora cómo las marcas de moda usan el marketing predictivo para segmentar audiencias diversas, garantizando campañas personalizadas e inclusivas. Metodología: Este estudio adopta un enfoque mixto, combinando revisión documental y análisis cualitativo. Se revisan fuentes académicas y casos de marcas que aplican marketing predictivo inclusivo, utilizando tecnologías como machine learning …

Sustainable Fashion Identified: An Exploration And Education Of Sustainable Apparel, Michaela M. Lentsch

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Consumers today are searching for and are loyal to companies who support their views and concerns about sustainability. The fashion industry is one of the biggest industries in the world, but one that has many environmental and sustainability concerns. Fortunately, there are many ways the fashion industry and consumers can take steps to make sustainable change and better the planet. Small fashion businesses and boutiques can make positive changes to operate and provide sustainable options and services for customers which can help the planet become more sustainable.

Through this manuscript, an assortment of sustainable methods and practices will be shared …

Blockchain Transparency In Reducing Second-Hand Luxury Shopping Uncertainty And The Role Of Price Consciousness, Song‑Yi Youn, Joohye Hwang, Naan Ju

School of Business Faculty Papers

This study explores consumer behavior and decision-making in the context of blockchain technology (BT) adoption within the second-hand luxury market. Specifically, it investigates how BT can reduce uncertainty and enhance transparency in second-hand luxury transactions based on a mental accounting theory approach. A partial least squares structural equation modeling analysis (N = 511) was conducted, focusing on consumers’ perceived quality of traceable information obtained through BT (i.e., product diagnosticity, informativeness, and trustworthiness) and their perceived risks in second-hand luxury online shopping (i.e., financial risk, social risk, time risk, contamination risk, performance risk). The findings confirm that the perceived quality of …

How To Industry Plant Yourself, Ted Childish

Digital Laboratory: Publisher of Internet Journal

Ted Childish is an artist, creative mind, and cultural organizer working at the intersection of digital culture and contemporary creative economies. His practice spans from conceptual ideation to visual production and designed objects, all approached with a distinct material sensibility. How to Industry Plant Yourself is an analysis of the contemporary creative landscape, delivered in the format of a 'how-to' presentation — a familiar trope of the social media era. This work employs graphic design strategies akin to a pitch deck, symbolizing the increasingly transactional and performative environments in which creatives navigate their careers today.

Corsets Of Empowerment, Dorsa Farzi

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

This project explores the intersection of fashion and activism, using contemporary design to reflect on significant women’s rights movements from around the world. This exhibition presents four uniquely crafted corsets, each representing a pivotal movement, from the Suffragette era to the ongoing fight for gender equality in Iran. Through modern aesthetics, innovative construction, and symbolic details, this project transforms clothing into a medium for dialogue and advocacy. Fashion becomes more than just design—it becomes a powerful tool for storytelling, sparking awareness, and encouraging new perspectives on gender equality and activism.

This project was exhibited at the Robert Hillestad Gallery, University …

Woven By Culture: A Comparative Study Of Traditional Dress Across Regions And The Societal Forces Behind Fashion, James T. Granger

Senior Theses

This study attempts to examine how societal influences that different countries have obtained from years past affect their traditional fashion. By sketching 200 traditional female dresses from every sovereign country in the world, I have taken the time to analyze and create depictions of their sociological and stylistic choices. I have chosen to examine the countries of Cambodia, Republic of Congo, Croatia, Cuba, Finland, Iran, Kazakhstan, Mongolia, Panama, and Tonga as they all represent different regions of the globe. Breaking down each of their dresses into their specific garments and accessories is essential to better understand the culture and the …

The Curious Case Of Japanese Denim, Aaron Francis Ward

Japanese Society and Culture

From its humble beginnings as wholly utilitarian workwear in the 19^th century, to its modern rise to high-fashion, the ubiquity of denim, particularly in the form of jeans, has had a fascinating journey in its little-over-150-year history (Beazley, 2015). Of note has been the recent rise in popularity of Japanese denim. Since the end of the Second World War, Japan seems to have had an insatiable demand for Americana (Marx, 2023). Yet, if considered in the sociohistorical context of Japanese-American relations, this ought to be highly improbable. The current paper examines the sociological nature of Japanese denim from semiotic …

An Essay Of Images From Playlab Inc., Playlab Inc., Archie Lee Coates Iv

Digital Laboratory: Publisher of Internet Journal

A series of images depicting the illustrious Playlab Inc. as a collection of projects in different mediums. The LA-based design studio has contributed to fashion, art, and urban culture through collaborations with major institutions and emerging artists. The photo essay highlights Playlab Inc.’s diverse projects and installations, embodying its core philosophy: no focus. This principle guides the studio to the cutting-edge of contemporary culture, where innovation meets execution. The creative powerhouse has demonstrated a capacity to engage with contemporary cultural movements through its projects. For instance, in the OTW Vans project, the firm acquired images from notable skate photographers Atiba …

Exploring Generative Artificial Intelligence (Ai) Applications In Fashion: Ethical Concerns In Human-Like Technology, Melissa Kathryn Gonzalez

Faculty Scholarship and Creative Works

No abstract provided.

Feel Bad To Discard A Fashion Product: How Ai Designers Influence Individuals' Sustainable Consumption, Ha Kyung Lee, Dooyoung Choi

Educational Leadership & Workforce Development Faculty Publications

This study explores how AI technology in fashion design influences consumers' sustainable consumption behaviors, focusing on emotional attachment to products. By comparing AI-generated and human-designed fashion items, the study examines how designer type impacts negative emotions about discarding products, mediated by emotional attachment. Results from two experimental studies reveal that designer type significantly affects negative emotions toward discarding human-designed items, but emotional attachment was not influenced by designer type in the first study. This lack of difference may be due to personal characteristics that moderate the effect. The second study found that individuals who perceive AI as human-like form stronger …

Research Reimagined: The Dissertation-To-Book Journey And Building A Scholar-To-Author Presence, Seema Kumar

Master's Projects

This capstone project, completed for a second master's degree after a Ph.D., discusses aspects of transforming the doctoral dissertation on digital versus manual mediums in fashion design into a research monograph book proposal for academic publication. It reflects on a publisher's requirements and the process, including de-thesizing the dissertation, planning the book's structure, rewriting sample chapters to improve flow and readability, and creating a table of contents that demonstrates the work's development into a publishable book rather than a dissertation. Another part of the project includes developing an author platform through blog posts and platforms such as Substack, preparing the …

Exploring The Impact Of Value Co-Creation Through Ai-Driven Chatbbots On Customer Repeat Purchases, Dooyoung Choi, Jaeha Lee

Educational Leadership & Workforce Development Faculty Publications

Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study explores how perceived value co-creation during chatbot interactions influences customer repeat purchase intentions through cognitive, emotional, and social responses to chatbots. A survey of 220 participants revealed that perceived value co-creation significantly affected repeat purchase intentions, with cognitive evaluations, emotional reactions, and social value serving as key mediators. However, the direct effect of value co-creation on purchase intentions was not significant. The findings suggest that while value co-creation enhances consumer engagement, repeat purchases occur only when consumers experience positive cognitive, emotional, and social outcomes. Therefore, it is crucial for retailers to incorporate …

The Influence Of Shopping Context And Anthropocentric Bias On Consumer Preferences For Human And Ai Designers In Fashion, Dooyoung Choi, Ha Kyung Lee, Christina Soyoung Song, Ji Young Lee

Educational Leadership & Workforce Development Faculty Publications

This study explores how shopping contexts (hedonic vs. utilitarian) influence consumer preferences for AI- vs. human-designed fashion products. In Study 1, participants with hedonic motivations preferred human-designed items, while those with utilitarian motivations preferred AI-designed products, supporting the hypothesis that shopping context affects designer preferences. Study 2 further investigates the mediation of competence-warmth traits in designer preferences and the moderation of anthropocentric bias. It finds that hedonic shopping contexts increase the desire for warmth-related traits, leading to a preference for human designers, while utilitarian contexts favor competence-related traits and AI designs. Additionally, individuals with higher anthropocentric biases showed stronger preferences …

Unraveling The Impacts Of Online Secondhand Resellers On Brick-And-Mortar Thrift Stores, Neely Connor

Honors Theses - Providence Campus

The purpose of this study is to provide insight into the current online controversy debating the effects of online secondhand resellers on brick-and-mortar thrift stores. While this debate has been featured in consumer media sources (e.g., Heydari, 2022), there is a lack of scholarly research on this topic. This study seeks to fill that gap by examining the effects of online secondhand resellers on brick-and-mortar thrift stores, particularly concerning price increases, product availability, and quality of items. Online qualitative surveys and interviews were conducted to develop an understanding of the perceptions on this topic held by both online resellers and …

Trash To Textiles: The Journey Of Recycled Plastic In Fashion, Abigael Rasmussen

Honors Theses - Providence Campus

Plastic is all around us in modern America and in the world. Plastic is found in our vehicles, clothing, houses—it’s even made its way into our food, our septic systems, our oceans, and even our rain (Seferian). Plastic waste is a very pressing issue that brings up many environmental challenges: microplastics, landfill buildup, air pollution, soil contamination, water contamination etc. The textile industry is a major contributor to plastic pollution with the rise of fast fashion (Bandera). To combat this, textile and environmental scientists are exploring ways to transform plastic waste into usable textile materials through upcycling, “transforming mixed plastic …

Anime And Luxury Fashion: Studio Ghibli And Loewe's Unorthodox Brand Merchandizing, Theodore Gournelos, David Marutschke

Communication & Theatre Arts Faculty Publications

While they might seem counterintuitive to traditional concepts of “luxury,” collaborations between luxury and anime brands are a growing pattern reflecting the growth of both industries for key demographics. This paper argues that luxury brands use these collaborations to establish brand relevance and cultural connection while also positioning themselves advantageously against other brands in an increasingly social and online environment. Through a qualitative and quantitative content analysis of Instagram posts and user comments from Studio Ghibli and the Spanish luxury brand Loewe regarding their three product collaborations, we argue that there is a significant amount of room for differentiation in …

Consumer Experiences In The Secondhand Market: Finances, Frugality, Fashion, & Fun, Melissa Chasko Turner

Graduate Theses, Dissertations, and Problem Reports (ETD)

Secondhand apparel refers to clothing and accessories that have been previously owned, handed down, donated, or resold to others. They are a sustainable product because they are reused instead of being discarded into landfills. Consumer experience refers to the emotional and psychological responses individuals have during their interactions with products and services across all touchpoints. In the secondhand apparel market, consumer experience plays a significant role in product purchasing, and the unique aspects of retail entertainment serve as key motivators. Consumer-perceived risk refers to the uncertainty of adverse outcomes associated with purchasing a product. Purchasing secondhand apparel poses similar yet …

Exploring Gen Z’S Identity Formation And Its Influence On Consumption Of Pop Culture And Entertainment Merchandise, Melisa Annette Spilinek

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence.

The internet has grown to be a major component of the fan experience, an integral part of fandom culture. Online communities provide avenues for Generation Z to connect with others who share similar struggles, challenges, and interests, highlighting the importance of digital platofrms on the evolution …

Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart

Student Theses and Dissertations

Social media influencers are more accessible than celebrities, making their audience form strong connections with them through their niche content. The parasocial relationship formed between influencers and their followers through the followers' media literacy of the influencer’s authenticity enables influencers to market themselves promoting products; without a perceived authenticity, a parasocial relationship will struggle to form. This parasocial relationship is typically to generate profit for the influencer, as many influencers are paid to promote and advertise products specific to their niche(s) on their profiles or on the brand’s profiles. A media analysis was used to study 5 beauty and fashion …

Genocide Dressed In Jeans: Does Sharing A Narrative About The Uyghur Population Alter Opinions About Fast Fashion, Danya Radhi

Marketing Undergraduate Honors Theses

One of the most cherished traditions on our University of Arkansas campus is the etching of names onto Senior Walk each year. On any given day, thousands of students stroll across these beautiful sidewalks as they venture to and from class. Dressed in the latest fashions from iconic brands such as Zara, H&M, and Nike, these students are far removed from the tragedy that has befallen the Uyghur population living in the Xinjiang province, 6,914 miles away. Evidence has been mounting that the Uyghur population has been suffering through massive displacement, forced labor camps, and atrocities that we cannot even …

The Effect Of Contemporary Art On Fashion In Generation Z, Hayden Dewey, Hayden Claire Dewey

Apparel Merchandising and Product Development Undergraduate Honors Theses

This creative project takes a closer look at the dynamic relationship between Contemporary Art and fashion within the context of Generation Z. There is a noticeable influence Contemporary Art has on the fashion choices Generation Z makes, but a gap exists in scholarly exploration of this topic. This study aims to bridge this gap and investigate further the multifaceted influences of Contemporary Art on the fashion preferences and trends among Generation Z, mainly their preference for maximalism within their clothing choices.

Throughout this project, an analysis of Generation Z’s distinct attitudes towards fashion and art takes place, emphasizing their draw …