SPECIAL ISSUE OF THE JOURNAL OF ADVERTISING RESEARCH ON “THE FUTURE OF FASHION AND LUXURY ADVERTISING”
Guest Editors: Eunju Ko (Yonsei University) and Tyler Milfeld (Villanova University)
Conference Submissions Due: Jan. 15, 2025
JAR Special Issue Submissions Due: July 27 - August 15, 2025
The Journal of Advertising Research (SSCI) invites submissions for a special issue on “The Future of Fashion and Luxury Advertising” in connection with the 2025 Global Marketing Conference (GMC) held in Hong Kong July 24-27, 2025. This special issue aims to gather cutting-edge research examining the dynamic changes in advertising practices within the fashion and luxury sectors.
The global luxury industry has eclipsed $1.5 trillion globally, driven by expansion into emerging markets (An, Lee, Ki, and Youn., 2020; Veloutsou, Christodoulides, and Guzmán, 2022), the use of digital and social media to build consumer-brand relationships (Kong, Witmaier, and Ko, 2021; Song and Kim, 2020), and changing demographics (Quach, Septianto, Thaichon, and Naustion, 2022). However, the industry’s unprecedented growth now confronts a myriad of headwinds. An uncertain macroeconomic landscape, polarized political environments, and environmental concerns present renewed pressures. Growing consumer interest in sustainability has led to breakthrough research on factors such as culture (Kong, Witmaier, and Ko, 2021), claim type (Teona, Ko, and Kim, 2020), and perceived brand competence (Septianto, Seo, and Zhao, 2022). Nevertheless, luxury companies invest heavily in and depend on advertising to establish perceptions of high quality, authenticity, prestige, and exclusivity (Jiang, Kim, Ko and Kim, 2023; Ko, Costello, and Taylor, 2019; Ma, Zhao, and Mo, 2023; Veloutsou, Christodoulides, and Guzmán, 2022). Tension remains high between sustainability, fast fashion, and these cornerstone perceptions. Determining how and when to incorporate environmental and social messages and address other market forces merits a more profound investigation.
Consumers are also driving fundamental shifts. Luxury consumption continues to move from status signaling towards personal enjoyment (Amatulli, De Angelis, and Donato, 2020; An et al., 2020; Seo, Septianto, and Ko, 2022). This shift coincides with luxury democratization – the emergence of new markets and products that make luxury more accessible (Chung, Ko, Joung, and Kim, 2020; Veloutsou, Christodoulides, and Guzmán, 2022). As the luxury market evolves, advertising continues to play a pivotal role in shaping category, brand, and product perceptions (Ma, Mo, and Zhao, 2023). At the same time, the next generation of luxury consumers tends to be skeptical of traditional advertising approaches (Song and Kim, 2020). These consumer changes mark a pivotal period for identifying how to connect and engage different consumer segments.
As we look toward the future of luxury and fashion advertising, the past reveals a long history of innovation and creativity sparked by a business model that challenges marketing norms. Luxury products appeal to niche markets, use specialized distribution channels, and have much longer purchase cycles than mass-market products (Amatulli, De Angelis, and Donato, 2020). These dynamics facilitate unconventional advertising strategies such as using grotesque imagery to enhance persuasion (An et al., 2020), incorporating artwork to increase perceived compatibility with sustainability (Quach et al., 2022), using distancing and abstraction techniques (Gurzki, Schlatter, and Woisetschläger, 2019), manipulating language (Massara, Scarpi, and Porcheddu, 2020), and behavioral targeting (Yu, Hudders, and Cauberghe, 2017). As luxury advertising confronts headwinds that challenge its well-established tenets, the opportunity to eschew convention through advertising could once again enable its future.
Finally, luxury advertising faces opportunities to leverage technology. Creativity has often been at the forefront of luxury advertising, but technology integration has lagged other industries. Emergent research has established luxury segments for retargeting (Azemi and Ozuem, 2023) and illuminated the positive impact of social media-generated UGC (Yu and Ko, 2021; Jiang et al., 2023). The roles of social media platforms, augmented and virtual reality, artificial intelligence (AI), virtual influencers, and digital avatars could dramatically alter the luxury advertising landscape (Murtas, Pedeliento, and Mangiò, 2023; Zhang, and Phang, 2024). Can luxury advertisers ascend to the leading edge of technology? Where does it make sense for luxury advertising to take the lead?
Market forces, consumer trends, and new technologies are shaping the future of advertising luxury and fashion goods. This special issue of JAR seeks manuscripts exploring contemporary issues in these industries that provide actionable recommendations for advertisers, as well as contribute to advertising theory. Given our strong industry readership, please place particular emphasis on the practitioner implications of your research findings.
The topics suggested below cover a wide range of emerging trends, technologies, and strategic approaches in the fashion and luxury advertising landscape. We also welcome additional topics that are relevant to advertising and align with the theme of this special issue.
- Innovations and impact of digital technologies
- Technological innovations in ad creation
- Strategies for personalized and customized advertising
- Role and impact of social media influencers and brand ambassadors
- Virtual influencers and digital avatars
- Role of consumer-generated content
- Neuroscience and consumer psychology
- Strategies for managing crises and building brand resilience
- Shifts in consumer preferences and behaviors
- The use of AI and data analytics in advertising strategies
- The impact of augmented reality (AR) and virtual reality (VR)
- Sustainability and ethical considerations in future fashion advertising
- Cross-cultural insights and inclusivity approaches
- Blockchain and transparency
- Niche marketing within the luxury segment
- Leveraging brand heritage and storytelling
- Advertising strategies for brand collaborations
- Use of interactive and immersive experiences
GMC Conference Submission and Review Process: All submissions, reviews, and notifications of editorial decisions related to conference submissions will be conducted electronically through the 2025 Global Marketing Conference (GMC) at the Hong Kong submission page. Full paper or extended abstract submissions to the 2025 GMC at Hong Kong should follow the 2025 GMC submission guidelines.
The manuscript’s title page should include the corresponding author’s name, affiliation, mailing address, telephone number, and e-mail address. Names and contact information for other authors should be included as well. All manuscripts submitted must not have been published, accepted for publication, or be currently under consideration elsewhere. Accepted papers will be presented at the 2025 GMC at Hong Kong.
JAR Special Issue Submission and Review Process:
Authors are highly encouraged to present their research at the 2025 GMC in Hong Kong. This allows them to benefit from feedback provided by conference reviewers, attendees, and the Guest Editors. However, submission to the special issue is open to all.
The review process for all submissions will be managed by the Guest Editors, who will make recommendations on the outcome of each paper. Papers should be submitted via the JAR’s Editorial Manager online platform.
Submissions to JAR should be 7,000 words in length, excluding references. Authors are encouraged to use online appendices for supplementary material that is useful but not central to the paper. Detailed submission guidelines for JAR can be found here.
Guest Editor Contact Information:
Prof. Eunju Ko (Yonsei University). ejko@yonsei.ac.kr
Prof. Tyler Milfeld (Villanova University). tyler.milfeld@villanova.edu
Conference and JAR Websites:
2025 Global Marketing Conference at Hong Kong: https://2025gmc.imweb.me/
Journal of Advertising Research Link: https://www.journalofadvertisingresearch.com/
References
Amatulli, C., De Angelis, M., & Donato, C. (2020). An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication. Psychology & Marketing, 37(4), 523-534.
An, D., Lee, C., Kim, J., & Youn, N. (2020). Grotesque imagery enhances the persuasiveness of luxury brand advertising. International Journal of Advertising, 39(6), 783-801.
Azemi, Y., & Ozuem, W. (2023). How Does Retargeting Work For Different Gen Z Mobile Users?: Customer Expectations and Evaluations of Retargeting via the Expectancy-Theory Lens. Journal of Advertising Research, 63(4), 384-401.
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.
Gurzki, H., Schlatter, N., & Woisetschläger, D. M. (2019). Crafting extraordinary stories: Decoding luxury brand communications. Journal of Advertising, 48(4), 401-414.
Jiang, Q., Kim, M., Ko, E., & Kim, K. H. (2023). The metaverse experience in luxury brands. Asia Pacific Journal of Marketing and Logistics, 35(10), 2501-2520.
Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413.
Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640-651.
Ma, J., Zhao, Y., & Mo, Z. (2023). Dynamic luxury advertising: using lifestyle versus functional advertisements in different purchase stages. Journal of Advertising, 52(1), 39-56.
Massara, F., Scarpi, D., & Porcheddu, D. (2020). Can your advertisement go abstract without affecting willingness to pay? Product-centered versus lifestyle content in luxury brand print advertisements. Journal of Advertising Research, 60(1), 28-37.
Murtas, G., Pedeliento, G., & Mangiò, F. (2023). Luxury fashion brands at the gates of the Web 3.0: An analysis of early experimentations with NFTs and the metaverse. Journal of Global Fashion Marketing, 15(1), 90–114. https://doi.org/10.1080/20932685.2023.2249476
Quach, S., Septianto, F., Thaichon, P., & Nasution, R. A. (2022). The role of art infusion in enhancing pro-environmental luxury brand advertising. Journal of Retailing and Consumer Services, 64, 102780.
Septianto, F., Seo, Y., & Zhao, F. (2022). The effects of competence and warmth appeals on luxury and sustainable brand advertising: the moderating role of construal level. Journal of Advertising, 51(3), 369-384.
Seo, Y., Septianto, F., & Ko, E. (2022). The role of cultural congruence in the art infusion effect. Journal of Consumer Psychology, 32(4), 634-651.
Song, S., & Kim, H. Y. (2020). Celebrity endorsements for luxury brands: followers vs. non-followers on social media. International Journal of Advertising, 39(6), 802-823.
Teona, G., Ko, E., & Kim, S. J. (2020). Environmental claims in online video advertising: effects for fast-fashion and luxury brands. International Journal of Advertising, 39(6), 858-887.
Veloutsou, C., Christodoulides, G., & Guzmán, F. (2022). Charting research on international luxury marketing: where are we now and where should we go next? International Marketing Review, 39(2), 371-394.
Yu, S., Hudders, L., & Cauberghe, V. (2017). Targeting the luxury consumer: A vice or virtue? A cross-cultural comparison of the effectiveness of behaviorally targeted ads. Journal of Fashion Marketing and Management, 21(2), 187-205.
Yu, J., & Ko, E. (2021). UGC attributes and effects: implication for luxury brand advertising. International Journal of Advertising, 40(6), 945-967.
Zhang, L., & Phang, I. G. (2024). Building brand attachment in China’s luxury fashion industry: The role of NFT characteristics. Journal of Global Fashion Marketing, 15(3), 397–416. https://doi.org/10.1080/20932685.2024.2354205