Nowadays, with the click of a button, a consumer can shop for their favorite pair of jeans or a new winter coat and expect it to arrive at their doorstep a few days later. We can even try on glasses virtually by uploading a selfie online. Technological advancements like these continue to transform the fashion industry, and consumers face new facilitators and challenges in their shopping experience. At the same time, consumers are becoming more concerned and aware of the environmental and social impact of their purchase decisions, from the fabric used to the working conditions of the manufacturer. Researcher and assistant professor of fashion merchandising and management Joohye Hwang, PhD., aims to better understand trends like livestream shopping and smart changing rooms, and how to empower consumers to influence the fashion industry.
How Do Consumers Navigate Technology and Sustainability in the Fashion Industry?
Investigating how to help consumers adapt to a constantly changing fashion retail environment.
Joohye Hwang, PhD, Assistant Professor of Fashion Merchandising & Management. Photo Credit: ©Thomas Jefferson University Photography Services
How would you describe your research to the person riding the elevator with you? What’s one question you’re exploring currently?
My research focuses on understanding consumers within the fashion industry, emphasizing two key areas: The changes consumers face due to technological advancements in the fashion retail environment and the growing need for sustainability.
Fashion is a big part of our daily lives, shaping decisions about what to purchase and wear. There are many affordable options today, but making fashion products is more complex than it appears. While we may see a brand or retailer's name on a pair of jeans, the production process involves multiple stages and people. From fibers to yarn, yarn to fabric and fabric to finished garments, numerous partners in different countries collaborate to produce a single item.
I believe consumers have the power to influence this global fashion supply chain and guide the industry through its challenges and changes.
What problem does your research try to solve?
Consumers today face challenges as fashion retail evolves and changes, and improving their experiences is my primary interest. For instance, how do consumers handle uncertainty when shopping for fashion products online, which often requires a greater need for touch and feel compared to other products? Can new technologies help ease their concerns? One of my research topics is livestream shopping, where consumers watch streamers try on products and interact with them through chat and comments. I examine how this format reduces uncertainty around online shopping for fashion products and compare it to the experience of shopping in physical stores.
I also explore other retail technologies, including self-checkout, device-based smart checkout, virtual try-on, and smart fitting rooms that use touchscreens and integrated technology to offer an interactive experience — do they simplify the shopping process for consumers, or do they introduce new challenges? Consumers are diverse; some adapt to new technologies with ease, while others struggle. My research focuses on understanding the varied experiences of consumers navigating this rapidly changing retail environment.
Sustainability is another key area of my work. Consumers have become increasingly aware of how fashion impacts the environment and workers' lives. They want transparency—knowing where materials come from, how products are made and whether workers are treated fairly. This raises important questions, such as whether accurate and reliable information is provided to consumers and how the lack of transparency can lead to consumer distrust.
Photo Credit: ©Thomas Jefferson University Photography Services
What first sparked your interest in your research question?
I became interested in this research area because I was fascinated by how people experience shopping differently, especially in fashion. My curiosity grew from observing the shopping behaviors of those around me—my family, friends, colleagues and students I interact with daily—and noticing how their behaviors and the underlying mechanisms that influence their purchase decisions varied.
What is your best memory from conducting your research and/or teaching?
Before returning to academia, I worked in the industry, and I still clearly remember the first international conference I attended, which had a huge influence on my career and transition. The research was about problems related to the overwhelming number of products in fast fashion retail which causes consumer confusion, and I was fascinated by the opportunity to share my study and curiosity about the topic with other scholars and professionals in the fashion field, and learn about their diverse perspectives and approaches. That moment made me realize that academia is where I belong.
What’s something you’re passionate about outside of your research?
I am passionate about sharing what I have studied and learned with students through teaching. To me, teaching is a knowledge-sharing process where students and I can explore the deeper meanings of current phenomena in the fashion world. I encourage them to engage with the industry's changes and challenges as consumers and future professionals. In this way, they can expand their perspectives, view issues in fashion retail as critical thinkers and consider how they can contribute to the industry.
Is there a piece of advice that stuck with you or that you try to pass on to young researchers?
I believe research is about more than just finding answers; it is about sharing your curiosity and making it relevant to the lives of others. When you can relate your research to people’s lives, it becomes more meaningful and impactful. This approach strengthens the research itself and helps build connections with others who may share similar interests or challenges, making your research resonate with a broader audience.