Mode digitale en tension, de l'intime au public

Lucile Salesses (1) , Marie Ouvrard-Servanton (2)

1 LPS - Laboratoire de Psychologie Sociale
2 ADEF - Apprentissage, Didactique, Evaluation, Formation

Abstract: The links between fashion and digital culture are questioning the new distribution channels and medialization of the brands and the trends to the era of the digital technology. It is also questioning the customer’s experiences ensuing from this process of digitalization of fashion. In this emergent context, great shifts operate a renewal of the sources of creation and the vectors of influence: social networks, blogs, brand websites. Traditional landscape of fashion and its imaginary representations are recomposed to be transformed into a digital ecosystem in which the consumer becomes stakeholder, between intimate and public area.

Les liens entre la mode et la culture digitale questionnent les nouveaux canaux de distribution et de médiatisation des marques et tendances à l'ère du numérique ainsi que les expériences consommatoires découlant de ce processus de digitalisation de la mode. Dans ce contexte émergent, de grandes mutations opèrent un renouvellement des sources de création et des vecteurs d'influence : réseaux sociaux, blogs, sites de marques, recomposent le paysage traditionnel de la mode et ses imaginaires, pour le transformer en un écosystème digital dans lequel le consommateur devient partie prenante, entre l'intime et le public. Abstract: The links between fashion and digital culture are questioning the new distribution channels and medialization of the brands and the trends to the era of the digital technology. It is also questioning the customer's experiences ensuing from this process of digitalization of fashion. In this emergent context, great shifts operate a renewal of the sources of creation and the vectors of influence: social networks, blogs, brand websites. Traditional landscape of fashion and its imaginary representations are recomposed to be transformed into a digital ecosystem in which the consumer becomes stakeholder, between intimate and public area.

Mots clés: digital fashion; social networks; brand; imaginary

Mots clés: mode digitale; réseaux sociaux; blog; marque; image; imaginaire

Domaines: Sociologie

Lucile Salesses, Marie Ouvrard-Servanton. Mode digitale en tension, de l'intime au public. Sociétés - Revue des sciences sociales et humaines, 2017. ⟨hal-01775091⟩