Title: Digitalisation and digital transformation of the Norwegian fashion industry: an exploratory qualitative study

Authors: Cornelia Bjerke; Dag Øivind Madsen

Addresses: School of Business, University of South-Eastern Norway, Bredalsveien 11, 3511 Hønefoss, Norway ' School of Business, University of South-Eastern Norway, Bredalsveien 11, 3511 Hønefoss, Norway

Abstract: Digitalisation and digital transformation have had a far-reaching impact on most industries in recent years, and the global fashion industry is certainly no exception. Although there is emerging literature on digitalisation and digital transformation in the global fashion industry, so far little research has been done in a Norwegian context. Therefore, this article explores the situation through a series of qualitative interviews with key informants from the Norwegian industry where the informants were asked about their views and experiences. The findings indicate that the actors in the Norwegian fashion industry have different perspectives on digitalisation and digital transformation. While the industry informants appear to have a low level of knowledge related to digitalisation and digital transformation, the perception is that such technologies are highly relevant. Generally, the industry informants envision a future where the Norwegian fashion industry will utilise digital technologies to a much greater extent.

Keywords: fashion industry; digitalisation; digital transformation; Norway; omnichannel.

DOI: 10.1504/IJMCP.2024.137663

International Journal of Management Concepts and Philosophy, 2024 Vol.17 No.2, pp.187 - 204

Received: 09 Oct 2022
Accepted: 16 Oct 2022
Published online: 02 Apr 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article