Fashion Topics

Fashion Dissertation Topics

Info: 949 words (1 pages) Fashion Dissertation Topics
Published: 21th May 2025 in Fashion Dissertation Topics

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Evaluating the Effectiveness of the TCCM Framework in Defining Digital Fashion End-Products

Research Gap:

In the existing literature there is no framework for defining and classifying digital fashion end-products. This lack of a clear framework yields inconsistency in terms of both the language used in the academia and the traditional (physical) fashion-related experiences in practice.

Theoretical Foundation:

TCCM Framework (Paul & Rosado-Serrano, 2019)

Objectives:

  • Comprehend how to leverage the TCCM framework for digital fashion.
  • Recognize the alignment between the characteristics of digital fashion end-products and the framework.

    • Research Questions:

  • In what ways does the TCCM framework help to define and classify digital fashion end-products?
  • What are the limitations of TCCM framework in this application?

    • Methodology:

    Conduct qualitative analysis via interviews with experts (academics, industry people) and a comparative literature review.

    Key References:

  • Chan, H. H. Y., Henninger, C., Boardman, R., & Blazquez Cano, M. (2023). The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda. Journal of Global Fashion Marketing, 15(1), 155–180. https://doi.org/10.1080/20932685.2023.2251033
  • Paul & Rosado-Serrano (2019)APaul & Rosado-Serrano, 2019

    • Exploring Consumer Acceptance of Digital Fashion End-Products Using the Technology Acceptance Model (TAM)

    Research Gap:

    While the TAM has been used for various digital technologies, few studies have examined its application to digital fashion end-products, especially in terms of perceived enjoyment and usefulness.

    Theoretical Foundation:

    Technology Acceptance Model (Davis, 1989)

    Objectives:

  • Identify the factors that influence consumer acceptance of digital fashion end-products.
  • Investigate how perceived enjoyment, perceived ease of use, and perceived usefulness influence purchase intention. ScienceDirect+2ResearchGate+2Frontiers+2

    • Research Questions:

  • What affects consumer acceptance of digital fashion end-products?
  • How do perceived enjoyment and usefulness influence adoption rates?

    • Methodology:

    Quantitative survey of UK consumers aged 18 to 35 years-old, analysed using Structural Equation Modelling (SEM).

    Key References:

  • Chan, H. H. Y., Henninger, C., Boardman, R., & Blazquez Cano, M. (2023). The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda. Journal of Global Fashion Marketing, 15(1), 155–180. https://doi.org/10.1080/20932685.2023.2251033
  • Davis (1989)

    • Assessing Industry Perceptions of Digital Fashion End-Products in the UK Fashion Sector

    Research Gap:

    • There is a lack of understanding of the way stakeholders from the fashion industry conceive the concept of digital fashion end-products, including the perceived challenges and opportunities.

    Theoretical Foundation:

    • Diffusion of Innovations Theory (Rogers, 2003)

    Objectives:

  • To investigate the attitudes of participants in the UK fashion industry towards digital fashion end-products.
  • To determine barriers and facilitators to adoption, as perceived by respondents.

    • Research Questions:

  • What are the prevailing perceptions of digital fashion end-products held by stakeholders in the UK fashion industry?
  • What are the factors influencing the readiness of the industry to accept digital-fashion end-products?

    • Methodology:

    • Qualitative in-depth interviews with professionals representing different UK fashion brands, retailers, and design studios.

    Key References:

  • Chan, H. H. Y., Henninger, C., Boardman, R., & Blazquez Cano, M. (2023). The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda. Journal of Global Fashion Marketing, 15(1), 155–180. https://doi.org/10.1080/20932685.2023.2251033
  • Rogers (2003)Vogue Business+4ResearchGate+4Heuritech+4

    • Investigating the Impact of the Body Image on Adoption of AR-Based Digital Fashion

    Research Gap:

    To date, there has been no empirical research linking satisfaction with body image to consumer acceptance of the AR-based digital-fashion product, but this factor seems to affect consumer decision making.

    Theoretical Foundation:

    Self-Discrepancy Theory (Higgins, 1987)

    Objectives:

  • To explore how perceptions of body image shape consumer engagement with AR-based digital fashion.
  • To explore the role self-perception plays in the accepting of virtual fashion products.

    • Research Questions:

  • What factors of body image satisfaction influence the acceptance of AR-based digital fashion?
  • What psychological factors mediate this relationship?

    • Methodology:

    • Multi-methods approach, in that data will be collected through surveys concerning body-image satisfaction; focus groups will be conducted to discuss AR-based fashion experiences.

    Key References:

  • Chan, H. H. Y., Henninger, C., Boardman, R., & Blazquez Cano, M. (2023). The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda. Journal of Global Fashion Marketing, 15(1), 155–180. https://doi.org/10.1080/20932685.2023.2251033
  • Higgins (1987)
  • Raffaele Donvito, Diletta Acuti & Sanga Song. (2024) Fashion and the metaverse: Implications for consumers and firms. Journal of Global Fashion Marketing 15:1, pages 1-5.

    • Studying Consumer Perceptions about Different Formats: Classifying Digital Fashion End-Products

    Research Gap:

    Linguistic uncertainty is placed on the classification of the digital fashion end-products, which has led to consumer confusion and marketing inconsistency.

    Theoretical Foundation:

    • Categorization Theory (Rosch, 1978)

    Objectives:

  • To create a consumer-based classification of digital fashion end-products.
  • To understand consumer perceptions and opinions of the different digital fashion formats.

    • Research Questions:

  • How do consumers find meaning and difference between the formats of digital fashion end-products?
  • On what basis do consumers classify those end products?

    • Methodology:

    • Qualitative study using a thematic analysis of qualitative interviews and a focus group talking about consumer experiences using digital fashion products.

    Key References:

  • Chan, H. H. Y., Henninger, C., Boardman, R., & Blazquez Cano, M. (2023). The adoption of digital fashion as an end product: A systematic literature review of research foci and future research agenda. Journal of Global Fashion Marketing, 15(1), 155–180. https://doi.org/10.1080/20932685.2023.2251033
  • Eunju Ko & Chiara Murgia. (2024) Global fashion research evolution (2010–2023): A systematic review of the Journal of Global Fashion Marketing focused on luxury fashion. Journal of Global Fashion Marketing 15:4, pages 482-503.
  • Marta Blazquez. (2024) The Metaverse and its potential for digital sustainability in fashion. Journal of Global Fashion Marketing 15:3, pages 303-319.

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