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Merchandising/Marketing/Retailing: Management

How AI is Transforming Small Fashion- and Retail-Related Businesses 

Authors
  • Joyita Sarkar
  • Niehm S. Linda (Iowa State University)
  • Te-Lin Chung orcid logo (Iowa State University)
  • Ann Marie Marie Fiore (Iowa State University)
  • Jessica L. Hurst (Iowa State University)
  • Caroline Zoe Schumm (Iowa State University)
  • Emily M.S. Worrall orcid logo (Iowa State University)

Abstract

Artificial Intelligence (AI) is transforming the fashion retail landscape, revolutionizing industries, and redefining business marketing strategies. It is understood that AI can empower large fashion- and retail-related companies to innovate and gain a competitive advantage. However, knowledge of AI's impact on small firms is scant. This concept paper draws from a synthesis of industry presentations, publications, and academic literature to validate a series of propositions for ongoing research regarding AI’s impact on small fashion- and retail-related companies. A theoretical foundation comprised of the Diffusion of Innovation (DOI) perspective and the Resource-Based View (RBV) of the firm provides the basis for a series of propositions concerning AI adoption in small retail- and fashion-related businesses. Building from the proposed research, insights should emerge for overcoming small firm challenges associated with AI adoption, such as data quality, technical expertise, organizational change, and cultural fit. 

Keywords: Artificial Intelligence (AI), Small Businesses, Fashion and Retail, Competitive Advantage, Technology Adoption, AI-Driven Transformation, Artificial Intelligence, Small Business, Fashion Retail

How to Cite:

Sarkar, J., Linda, N. S., Chung, T., Fiore, A. M., Hurst, J. L., Schumm, C. Z. & Worrall, E. M., (2025) “How AI is Transforming Small Fashion- and Retail-Related Businesses ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18901

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Published on
2025-01-21

Peer Reviewed