Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Hermeneutic Approach In Understanding The Role Of Artificial Intelligence: Fashion & Apparel Industry/ Luxury Brand Retailing

Author(s): Anand Hindolia and Jyoti Arya

This paper explores technology of Artificial Intelligence (AI) and its application with a special focus on luxury brand retailing in fashion & apparel (F&A) industry. The massive impact of AI is witnessed in changing the F&A industry in the past years. Though, the past studies in this sector are not clustered and not much of comprehensive research is done to explore the AI in the field of F&A. The researchers have adopted qualitative approach in the form of reviewing literature. The paper will try providing insight information about application of AI in F&A industry and luxury fashion product retailing. This paper will also help the marketing personnel handling retailing to understand how luxury retailing will witness new era of retailing with the help of artificial intelligence.

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