Merchandising/Marketing/Retailing: Management

Emerging Technologies in the Global Textile Complex: Short Video Mobile Applications and Their Use in Marketing

Authors: , ,


This paper explores the evolution of short video mobile applications and their use in brand marketing, as well as how this emerging technology is integrated based on the discipline of management of technology. Social media technologies have emerged over the last decade as a valuable asset for brands looking to expand their reach, and applications like YouTube have long been sources of long-form video marketing. Prior to YouTube’s launch in 2005, branded commercials and short films were the primary means through which brands built relationships with their target consumers (Hosch, 2021). Short video mobile applications are an emerging technology that has the potential to impact the apparel industry, particularly with respect to brands’ marketing strategies. and many prominent social media companies — TikTok, Instagram, YouTube, etc. — have integrated short video capabilities into their platforms in order to capitalize on the rising popularity of short-form content. As social media continues to impact the way that consumers interact with brands, find trends, and purchase apparel products, it is critical to understand this technology and its potential impact on the apparel marketing landscape. This paper explores several best practices that can be executed by apparel brands looking to integrate short video mobile application technologies into their brand marketing strategies, focusing specifically on the strategic positioning and implementation of such applications.

Keywords: Short Video Marketing, Diffusion of Innovation Theory, Social Media, Management of Technology

How to Cite: Hood, S. L. , Han, W. & Leonas, K. (2022) “Emerging Technologies in the Global Textile Complex: Short Video Mobile Applications and Their Use in Marketing”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: