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The increased usage of available technologies and communication tools provided by the digital age offers numerous opportunities for fashion brands to connect with consumers. Although this matter is known in the literature, there is still much to explore on how to design digital products and experiences for and with emotion. This study focuses on the experience of eight fashion industry professionals through the use of a semi-structured interview as a research method. The outcomes of this study allowed to identify strategies to elicit emotions and to attain knowledge with respect to digital disruption from the subjects´ perspectives.

Fashion communication in the digital age: findings from interviews with industry professionals and design recommendations