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Digital Fashion Communication: An Explorative Study of Fashion Newsletters

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Design, User Experience, and Usability: Design for Contemporary Technological Environments (HCII 2021)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12781))

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Abstract

The retail sector is experiencing a time of change due to technological advances; also consumer habits are changing. This process of change has been accelerated by the Covid-19 pandemic, which is impacting individuals’ daily lives. Digitalization is not only impacting consumers’ shopping habits but also the communication between brands and consumers.

This study focuses on email marketing, in specific fashion brands’ newsletters. The top 50 apparel brands according to the 2020 brand finance are utilized as a sample. It emerges that most brands have a newsletter, showing that it is still an important and widely utilized form of communication.

Then, it analyses the messages utilized to drive individuals’ subscription. Three main themes are identified, cognitive, emotional and financial. Moreover, the information collected for the subscription process is registered. This allows to gain an insight into the personal information collected. Subsequently, it conducts a benchmark of the confirmation emails received. In total thirty-four confirmation emails are analysed, both the subject lines and the content. Interestingly, low levels of explicit personalization are found within the analysed messages.

Overall, this study shows the relevancy of newsletters and provides suggestions for future research.

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Author information

Authors and Affiliations

  1. USI - Università della Svizzera italiana, Lugano, Switzerland

    Tekila Harley Nobile & Lorenzo Cantoni

Authors
  1. Tekila Harley Nobile
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  2. Lorenzo Cantoni
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Corresponding author

Correspondence to Tekila Harley Nobile .

Editor information

Editors and Affiliations

  1. Hunan University, School of Design, Changsha, China

    Marcelo M. Soares

  2. World Usability Day and Rabb School of Continuing Studies, Division of Graduate Professional Studies, Brandeis University, Newton Center, MA, USA

    Elizabeth Rosenzweig

  3. Aaron Marcus and Associates, Berkeley, CA, USA

    Aaron Marcus

Annex

Annex

 

Brands

1

Nike

2

GUCCI

3

Adidas

4

Louis Vuitton

5

Cartier

6

ZARA

7

H&M

8

Chanel

9

UNIQLO

10

Hermes

11

Rolex

12

Dior

13

COACH

14

Tiffany & Co.

15

Chow Tai Fook

16

Victoria’s Secret

17

Burberry

18

Anta

19

Ralph Lauren

20

Prada

21

Ray-Ban

22

The North Face

23

Levi’s

24

Omega

25

Armani

26

Under Armour

27

Bulgari

28

Old Navy

29

Moncler

30

Puma

31

Michael Kors

32

Saint Laurent

33

Primark/Penney’s

34

NEXT

35

Tommy Hilfiger

36

Calvin Klein

37

Skechers

38

Hugo Boss

39

TAG Heuer

40

New Balance

41

Pandora

42

Bottega Veneta

43

Swatch

44

Bershka

45

Gap

46

Gilda

47

Converse

48

Valentino

49

Salvatore Ferragamo

50

American Eagle Outfitters

  1. Source: Apparel 50 2020 Ranking. https://brandirectory.com/rankings/apparel/table

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Nobile, T.H., Cantoni, L. (2021). Digital Fashion Communication: An Explorative Study of Fashion Newsletters. In: Soares, M.M., Rosenzweig, E., Marcus, A. (eds) Design, User Experience, and Usability: Design for Contemporary Technological Environments. HCII 2021. Lecture Notes in Computer Science(), vol 12781. Springer, Cham. https://doi.org/10.1007/978-3-030-78227-6_24

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  • DOI: https://doi.org/10.1007/978-3-030-78227-6_24

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-78226-9

  • Online ISBN: 978-3-030-78227-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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