Scaling Down the Runway
Abstract
The fashion industry faces increasing pressure to reduce environmental harm and expand inclusivity, challenging the relevance and financial viability of traditional runway shows. This article investigates AIenhanced miniature, digital, and phygital fashion exhibits as sustainable and experiential alternatives that align with evolving consumer values and environmental imperatives, offering significant strategic advantages for fashion marketing and management. Drawing on historical precedents such as Théâtre de la Mode and contemporary examples including Dior, Moschino, DressX, and Lynn University, the paper situates these emerging formats within the theoretical frameworks of Rogers’ Diffusion of Innovations, Schmitt’s Experiential Marketing, and Sustainable Marketing principles. The study examines how these scaled-down, technology-driven formats offer a potentially more immersive, accessible, and ecologically responsible approach to fashion presentation, while critically acknowledging the environmental footprint inherent in digital technologies themselves. By integrating artificial intelligence with digital platforms, fashion brands are reshaping how consumers engage with design, aiming to reduce operational costs and carbon footprints associated with physical events. These innovations reflect a broader industry transformation aligned with UN Sustainable Development Goals (SDGs 9, 12, and 13), particularly those centered on innovation, responsible consumption, and climate action. However, the paper also addresses the complexities and potential counter-effects, such as the energy demands of AI and the need for global equity in accessing these digital experiences. The paper concludes by offering a forward-looking framework for understanding the strategic marketing implications of these models, advancing a new paradigm of accessible, responsible, and technologically immersive fashion engagement that requires careful, ethical, and environmentally conscious implementation.
