Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms

Katarzyna Brander; Esko Penttinen

doi:10.24251/hicss.2025.489

Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms

Aalto University School of Business

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific › peer-review

Abstract

Online fashion platforms are experiencing a surge in popularity that seems surprising in light of the importance of physical fashion artifacts' materiality, from the fabric's feel to the full sensory experience. An interview-based empirical study probing tensions associated with consuming digital fashion services on these platforms revealed five central paradoxes. The virtual and physical wardrobes seldom match, partners' real-world brands seem unreal, a relaxing app requires constant attention, a shopping platform may actually decrease consumption, and an online shopping platform offers online shopping for people who do not buy. We conclude that fashion brands should approach partnering with online fashion platforms attentively and ensure that their digital and physical collections are attuned for each environment. Further, platform developers should display digital items in a way that fits user behaviors and expectations in digital environments.

Original language	English
Title of host publication	Proceedings of the 58th Hawaii International Conference on System Sciences
Editors	Tung X. Bui
Publisher	Hawaii International Conference on System Sciences
Pages	4066-4075
Number of pages	10
ISBN (Electronic)	978-0-9981331-8-8
DOIs	https://doi.org/10.24251/hicss.2025.489
Publication status	Published - 10 Jan 2025
MoE publication type	A4 Conference publication
Event	Annual Hawaii International Conference on System Sciences - Waikoloa Village, Big Island, Waikoloa Village, United States Duration: 7 Jan 2025 → 10 Jan 2025 Conference number: 58 https://hicss.hawaii.edu/

Publication series

Name	Proceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)	1530-1605

Conference

Conference	Annual Hawaii International Conference on System Sciences
Abbreviated title	HICSS
Country/Territory	United States
City	Waikoloa Village
Period	07/01/2025 → 10/01/2025
Internet address	https://hicss.hawaii.edu/

Keywords

digital fashion
online fashion platform
paradoxical tensions
qualitative study

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10.24251/hicss.2025.489Licence: CC BY-NC-ND

Brander_Penttinen_Mismatched_clothes_HICSS_2025Final published version, 601 KBLicence: CC BY-NC-ND

https://hdl.handle.net/10125/109333Licence: CC BY-NC-ND

Cite this

Brander, K., & Penttinen, E. (2025). Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms. In T. X. Bui (Ed.), Proceedings of the 58th Hawaii International Conference on System Sciences (pp. 4066-4075). (Proceedings of the Annual Hawaii International Conference on System Sciences). Hawaii International Conference on System Sciences. https://doi.org/10.24251/hicss.2025.489

Brander, Katarzyna ; Penttinen, Esko. / Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms. Proceedings of the 58th Hawaii International Conference on System Sciences. editor / Tung X. Bui. Hawaii International Conference on System Sciences, 2025. pp. 4066-4075 (Proceedings of the Annual Hawaii International Conference on System Sciences).

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abstract = "Online fashion platforms are experiencing a surge in popularity that seems surprising in light of the importance of physical fashion artifacts' materiality, from the fabric's feel to the full sensory experience. An interview-based empirical study probing tensions associated with consuming digital fashion services on these platforms revealed five central paradoxes. The virtual and physical wardrobes seldom match, partners' real-world brands seem unreal, a relaxing app requires constant attention, a shopping platform may actually decrease consumption, and an online shopping platform offers online shopping for people who do not buy. We conclude that fashion brands should approach partnering with online fashion platforms attentively and ensure that their digital and physical collections are attuned for each environment. Further, platform developers should display digital items in a way that fits user behaviors and expectations in digital environments.",

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Brander, K & Penttinen, E 2025, Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms. in TX Bui (ed.), Proceedings of the 58th Hawaii International Conference on System Sciences. Proceedings of the Annual Hawaii International Conference on System Sciences, Hawaii International Conference on System Sciences, pp. 4066-4075, Annual Hawaii International Conference on System Sciences, Waikoloa Village, Hawaii, United States, 07/01/2025. https://doi.org/10.24251/hicss.2025.489

Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms. / Brander, Katarzyna ; Penttinen, Esko.
Proceedings of the 58th Hawaii International Conference on System Sciences. ed. / Tung X. Bui. Hawaii International Conference on System Sciences, 2025. p. 4066-4075 (Proceedings of the Annual Hawaii International Conference on System Sciences).

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific › peer-review

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AB - Online fashion platforms are experiencing a surge in popularity that seems surprising in light of the importance of physical fashion artifacts' materiality, from the fabric's feel to the full sensory experience. An interview-based empirical study probing tensions associated with consuming digital fashion services on these platforms revealed five central paradoxes. The virtual and physical wardrobes seldom match, partners' real-world brands seem unreal, a relaxing app requires constant attention, a shopping platform may actually decrease consumption, and an online shopping platform offers online shopping for people who do not buy. We conclude that fashion brands should approach partnering with online fashion platforms attentively and ensure that their digital and physical collections are attuned for each environment. Further, platform developers should display digital items in a way that fits user behaviors and expectations in digital environments.

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Brander K , Penttinen E. Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms. In Bui TX, editor, Proceedings of the 58th Hawaii International Conference on System Sciences. Hawaii International Conference on System Sciences. 2025. p. 4066-4075. (Proceedings of the Annual Hawaii International Conference on System Sciences). doi: 10.24251/hicss.2025.489

Mismatched clothes : Paradoxical tensions with online gamified-fashion platforms

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