Ricerc@Sapienza

Fashion consumption is changing rapidly due to the digital transformation of our society that affects both the market and with-it brands’ behaviors, and most importantly consumers’ practices: users/audience/ consumers are involved at different levels, as knowledge and content producers and as seekers thereof. Customers move seamlessly among different devices, contents and media channels. While searching for information, purchasing products and sharing band related experiences and in so doing creating content, they also entertain themselves.