1st Conference on Fashion and Luxury Marketing (JMML)

CALL FOR PAPERS

Against a backdrop of profound changes – such as accelerated digitalisation, growing demands for sustainability, generational shifts and the reshaping of aesthetic and symbolic codes – the fashion and luxury industries find themselves at a tipping point. These developments reflect structural reconfigurations of market systems that simultaneously affect the logic of creation, valuation and consumption.

Digitalisation is redefining modes of interaction and experience by blurring the boundaries between the physical and the virtual, and by transforming forms of desire and access (Belk, 2013; Huang and Rust, 2021) . Furthermore, calls for sustainability challenge the very foundations of luxury – historically rooted in scarcity, distinction and desirability (Kapferer and Bastien, 2012) – by revealing persistent tensions between responsibility and aspiration (Achabou and Dekhili, 2013; Athwal et al., 2019; Dekhili et al., 2024). At the same time, consumers are expressing heightened expectations regarding meaning, authenticity and ethical consistency, whilst remaining engaged in identity-based and symbolic dynamics (Çili et al., 2026; Seemiller and Grace, 2019; Sirgy, 1986).
These transformations highlight a series of inherent paradoxes, notably between sustainability and desirability, inclusion and exclusivity, and innovation and heritage. They call for a critical perspective on markets and consumption (Arnould and Thompson, 2005). With this in mind, a scientific approach is essential to understanding the mechanisms that are redefining both brand practices and consumer behaviour, as well as their implications for collective well-being and social responsibility.

This one-day symposium aims to bring together researchers and practitioners interested in contemporary issues in fashion and luxury marketing. Authors are invited to submit papers of a conceptual, empirical or methodological nature on marketing topics related to the fashion and luxury sectors.

For example, the following questions may be explored:

• What are the emerging trends in the consumption of fashion and luxury goods (eco-friendly, circular, understated, digital, experiential, etc.)?
• How can contemporary issues (sustainability, AI, etc.) be integrated into the luxury sector without compromising perceptions of exclusivity and excellence?
• How can we combat fast fashion in favour of a more understated and considered approach to fashion? How effective are ‘demarketing’ practices? What is an effective and fair pricing strategy to combat excessively low prices?
• How can issues of inclusivity and diversity be incorporated into communication campaigns and product offerings?
• How do technological innovations (AI, augmented reality, blockchain, etc.) influence marketing strategies and practices?
• How are contemporary fashion and luxury renewing their sources of value creation and forms of creativity?
• How are the brand image and identity of luxury houses evolving?
• How can the visibility and accessibility of sustainable fashion and luxury products be increased?
• Should specific labels be introduced in the fashion and luxury sector?

See the detailed call for papers

Submissions open: 22 September 2026
Deadline for paper submissions: 22 January 2027
Authors notified of decisions: 2 March 2027
Deadline for submission of final version: 19 March 2027
JMML Conference Day: 1 April 2027

Scientific Committee

• Sihem DEKHILI, Professor, Director of Research at ESSCA/BETA-CNRS – Chair of the Scientific Committee
• Aurore BARDEY, Associate Professor, Université Bourgogne Europe-BSB – Chair of the Scientific Committee
• Mohamed Akli ACHABOU, IPAG
• Bethan ALEXANDER, UAL London College of Fashion, England
• Virginie DE BARNIER, IAE New Caledonia
• Vivien BLANCHET, University of Burgundy Europe-BSB
• Bénédicte BOURCIER-BÉQUAERT, ESSCA
• Eva CERIO, IAE Angers
• Anna Paola CODINI, University of Brescia, Italy
• Edith DE LAMBALLERIE, Institut Français de la Mode
• Aurélie KESSOUS, IAE Aix Marseille
• Leila LOUSSAIEF, ISC Paris
• Victoria-Sophie OSBURG, University of Göttingen, Germany
• Patsy PERRY, Manchester Fashion