Marketing innovation drivers: Toward reusing and recycling

Abstract

Due to a continuous increase in polluting and destructing resources, environmental protection has become an unprecedented ultimatum that requires the attention of businesses and governments. Information technologies can help companies to be effective in forming a resilient and green society in addition to the competitiveness scope and meeting the new customer needs. Over the past few decades, technological advancements have developed exponentially, especially in the field of artificial intelligence (AI). Digital technology applications based on artificial intelligence (AI) have also been accepted and expanded in the fashion industry to improve products, services and new ways of communication, such as virtual reality and social media platforms. In this research, we identified drivers of marketing innovations in the fashion industry by reviewing library research and taking advantage of the panel of experts, consisting of startup executive managers and academic faculty members in fashion design and computer engineering.