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Article
Publication date: 31 October 2024

Fung Yi Tam and Jane Lung

The purposes of this study are to identify the ways that luxury fashion brands can leverage in metaverse retailing, and give insights to practitioners in the fashion industry who…

433

Abstract

Purpose

The purposes of this study are to identify the ways that luxury fashion brands can leverage in metaverse retailing, and give insights to practitioners in the fashion industry who are planning to launch metaverse retailing.

Design/methodology/approach

To offer a balanced view of available evidence, this study adopted a literature review approach and attempted to collect all existing academic journal articles on the issues related to metaverse retailing and luxury fashion brands. A comprehensive literature search was conducted in electronic databases Google Scholar, Web of Science, Scopus, Pro Quest and Science Direct from January 2023 to April 2024. Based on the results of the research in literature, real-life examples of luxury fashion brands were used to explain the ways that luxury fashion brands in the metaverse retailing can be put into practice.

Findings

The findings have revealed that there are many ways that luxury fashion brands can leverage in the metaverse retailing. The fusion of metaverse-related technologies provides brands with a wide platform of choices that can create immersive, personalized marketing experiences for customers. Four roles of metaverse are identified: (1) enhance of immersive experience; (2) provide big data interface to smart decision-making; (3) form high-fidelity simulated space; and (4) maintenance economic system and making of identification. To further enhance the four roles of metaverse, four types of technologies and 15 components for metaverse can be adopted by luxury fashion brands.

Research limitations/implications

While this paper provides a literature review and real-life examples of luxury fashion brands in the metaverse retailing to explain the findings, further research is needed to evaluate the effectiveness of current efforts in the development of luxury fashion brands in the metaverse retailing through collecting both quantitative and qualitative data. Also, future studies may attempt to explore the challenges of investigating consumers in response to luxury fashion brands in the metaverse retailing.

Practical implications

The metaverse is turning imagination into reality through the integration of multiple technologies and is gaining momentum in tech. With technology leading the way, business leaders and brands must not only rethink retail but also bring immersive shopping experiences into the future. Metaverse has immense potential to transform the retail industry, thus the leading global and local firms must embrace innovation and new technologies, and prioritize “metaverse transformation” for their business. Based on the results of this study, some emerging practices pertaining to metaverse retailing are provided.

Originality/value

To the best of the authors’ knowledge, it would seem that this is the first work that conducts a literature review of the relevant academic journal articles addressed to the practitioners or managerial audiences in the area of luxury fashion industry who are concerned about the development of metaverse retailing. This paper identifies the ways that luxury fashion brands can leverage in the metaverse retailing and gives insights to practitioners in the luxury fashion industry who are planning to launch metaverse retailing.

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Article
Publication date: 15 September 2022

Fung Yi Tam and Jane W.Y. Lung

The main purpose of this paper is to explore innovative ideas for a sustainable fashion supply chain in the future by focusing on investigating the impacts of COVID-19 on the…

3941

Abstract

Purpose

The main purpose of this paper is to explore innovative ideas for a sustainable fashion supply chain in the future by focusing on investigating the impacts of COVID-19 on the fashion supply chain and review sustainable supply chain.

Design/methodology/approach

A systematic literature review (SLR) and a case study have been undertaken to explore the innovative ideas for a sustainable fashion supply chain developed after the COVID-19 outbreak. Having conducted a comprehensive literature search in electronic databases Google Scholar, Emerald Insight, ScienceDirect and ProQuest, 69 articles were selected and reviewed. A case of the Kering Group was used to explain the results.

Findings

This paper highlighted the basic concepts of a sustainable supply chain, reviewed the 10 principles of the United Nation Global Compact and their connections to promoting supply chain sustainability, as well as the three components of a sustainable supply chain: green supply chain, transparent supply chain and circular supply chain. Based on the results of a SLR and a real case of Kering Group, the paper identified 12 innovative ideas for a sustainable fashion supply chain: (1) biodegradable and natural materials, (2) textile recycling, (3) nearshoring, (4) artificial intelligence (AI), (5) robot, (6) 3D printing, (7) Internet of Things, (8) blockchain, (9) reverse resources; (10) bio-packaging, (11) augmented reality (AR) and virtual reality (VR) and (12) digital runway.

Research limitations/implications

The epidemiological situations of the COVID-19 pandemic and the corresponding innovative ideas for a sustainable supply chain may change over time. While this paper provides a comprehensive literature review and case study, further research is needed to evaluate the effectiveness of current efforts in the development of a sustainable fashion supply chain through collecting both quantitative and qualitative data.

Practical implications

Embracing the issues from the COVID-19 pandemic, the results of this study are further explained by the case of Kering Group in the fashion industry. The managerial implications of the results and discussion are the need to adopt innovative ideas for a more sustainable fashion supply chain in the future. The success of sustainable supply chains work by leveraging the best available technologies such as robot, 3D printing, AR and VR, setting consistent standards for sustainability such as Environmental Profit and Loss and Kering & Textile Exchange and communicating with all parties throughout the supply chain, such as blockchain and AI. Investment in developing technology and innovative ideas will be the key of future to supply chain sustainability. Nonetheless, the specific approach used by each organization must be tailored to its characteristics, goals and circumstances.

Social implications

Bringing upon unprecedented challenges, the pandemic has shown both companies and consumers just how fragile our planet is. Thus, to protect our planet in the long run, we need to not only make businesses more sustainable but also live more eco-friendly lifestyles.

Originality/value

To the best of the authors’ knowledge, this is the first work that conducts a systemic review of the relevant academic journal articles addressed to the managerial audience on sustainable (fashion) supply chain. In addition, this paper also adds some consideration to this gap by exploring the innovative ideas for a sustainable fashion supply chain in the future and using a case to illustrate how these ideas can be put in a real-life context. This paper discusses the impact of COVID-19 on different stages of the supply chain and gives innovative ideas that can be used in response to the changing epidemiological situations of the pandemic.

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Article
Publication date: 1 May 2004

Fung-yi Tam, Ka-leung Moon, Sau-fun Ng and Chi-leung Hui

This paper studies the factors that motivate small and medium-sized clothing firms in Hong Kong to shift their production offshore, and identifies the interrelationships between…

75

Abstract

This paper studies the factors that motivate small and medium-sized clothing firms in Hong Kong to shift their production offshore, and identifies the interrelationships between these factors and firm-related characteristics, sourcing strategies, and buyer-supplier relationships. Using a multiple case methodology to study ten firms and a two-phase approach to collecting data involving, in-depth interviews and mail questionnaires, the two most important factors motivating the sourcing of production offshore are identified, as follows: (1) cost advantage of, and (2) availability of labour in, the host country. The results also show that industrial sector and firm size are the only firm-related characteristics that have an effect on the factors motivating offshore production. Furthermore, sourcing strategies and buyer-supplier relationships are sometimes influenced by these motivational factors.

Details

Research Journal of Textile and Apparel, vol. 8 no. 2
Type: Research Article
ISSN: 1560-6074

Keywords

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Article
Publication date: 1 May 2014

Karen Ka-Leung Moon, Fung-Yi Tam, Mei-Mei Lau and Jimmy M.T. Chang

Given the intense international competition brought on by globalisation, an organization's profit is largely determined by how it leverages its internal and external resources…

183

Abstract

Given the intense international competition brought on by globalisation, an organization's profit is largely determined by how it leverages its internal and external resources. This paper studies the production sourcing strategies adopted by the small and medium-sized enterprises (SMEs) in the clothing industry together with their motivations for outsourcing, adoption of buyer-seller relationships, and satisfaction with their production sourcing performance. A conceptual framework was developed from the literature and tested using a questionnaire survey. Quantitative analysis showed that motivational factors (MFs) can affect an SME's satisfaction with its operational achievement; while host-country and location MFs can affect its strategic achievement. In addition, firms adopting a pure transaction approach seemed to be negatively motivated by the total-cost factor; and those adopting a more diverse sourcing strategy were more likely to be motivated by the corporate factor so as to develop appropriate buyer-seller relationships with vendors, and to be satisfied with their operational performance. This paper contributes to a deeper understanding of business networking from the perspectives of SMEs in regard to their pursuit of production sourcing; and demonstrates how clothing SMEs adopt production sourcing strategies to improve their production sourcing performance.

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Article
Publication date: 28 August 2020

Millissa Fung Yi Cheung and Wai Ming To

This study aims to use the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement and…

1480

Abstract

Purpose

This study aims to use the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement and perceived service performance and between customer involvement and word-of-mouth (WOM). It also investigates the moderating role of customer relational-motivational orientation on the relationship between customer involvement and service co-creation.

Design/methodology/approach

A questionnaire survey was conducted to collect responses from 289 Hong Kong's customers in different service settings. Structural equation modeling was used to test the proposed research model.

Findings

The results of structural equation modeling showed that the freedom of co-creation and the degree of collaboration fully mediated the effect of customer involvement on perceived service performance and WOM. Additionally, relational-motivational orientation moderated the relationships between customer involvement and the freedom of co-creation and between customer involvement and the degree of collaboration.

Practical implications

This research provides implications to managers on how to facilitate an environment that stimulates customer co-creation. Customer-contact employees must be trained with the necessary interpersonal skills to serve customers with different levels of relational-motivational orientation.

Originality/value

The study is one of the first to identify customer involvement as a key antecedent of service co-creation attributes and the moderating role of relational-motivational orientation on the relationships between customer involvement and service co-creation attributes.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 21 November 2016

Fung Yi Millissa Cheung and Wai Ming To

Service recovery is a challenge to organizations because customers will respond to recovery processes and outcomes differently. Yet, there are few studies that examine the…

3793

Abstract

Purpose

Service recovery is a challenge to organizations because customers will respond to recovery processes and outcomes differently. Yet, there are few studies that examine the antecedents of customer co-recovery. Hence, the purpose of this paper is to adopt a customer-dominant logic to explore the antecedents of customer co-creation of service recovery (CCSR) and its effects on perceived justice and satisfaction.

Design/methodology/approach

The authors reviewed the service management literature and proposed a theoretical model that links customer involvement with service failure (CISF), customer CCSR, perceived justice, to customer satisfaction with service recovery (CSSR). The sample included 594 customers who had recent experience of service failure and service recovery in Hong Kong. The research model was tested using structural equations modeling.

Findings

The results of structural equation modeling showed that CISF had an effect on customer CCSR in the form of information sharing and co-production, and this effect influenced customers’ justice perceptions, which in turn affected CSSR.

Practical implications

The findings supported the notion that service management should be viewed from customer-dominant logic and effective facilitation shall be deployed to engage and support customers in service recovery processes.

Originality/value

The study contributes to service management by identifying the salient role and form of customer co-creation in making customers feel satisfied with service recovery.

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Article
Publication date: 9 February 2015

Fung Yi Millissa Cheung and Wai Ming To

The purpose of this paper is to explore how task- and relation-oriented customers co-create high quality services with frontline employees from the perspective of…

2124

Abstract

Purpose

The purpose of this paper is to explore how task- and relation-oriented customers co-create high quality services with frontline employees from the perspective of customer-dominant (C-D) logic.

Design/methodology/approach

The authors reviewed the service management literature and identified a number of critical components that help service providers understand the psychology and behaviour of their customers, and how their customers perceive service encounters. The authors tested the theoretical model using a random survey sample of 707 consumers in Hong Kong.

Findings

The authors found that information sharing fully mediated the interactive effects of customer involvement and customer motivational orientation on customer perceived service quality and customer satisfaction. These findings support the C-D logic that customers as co-creators of value play a dominant role in service encounters.

Research limitations/implications

The authors contribute to the existing management literature by identifying the importance of the C-D logic for service delivery and management. In particular, the involvement of customers with different motivational orientations through information sharing significantly affects customers’ perceived service quality and satisfaction.

Originality/value

The paper enhances the understanding of customer’s logic by exploring the conditions and process between customer involvement and service delivery. Further directions for theoretical and empirical research are suggested.

Details

Management Decision, vol. 53 no. 1
Type: Research Article
ISSN: 0025-1747

Keywords

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