ABSTRACT
The convergence of physical and virtual environments seems to be an appropriate action for fashion shows to move forward and can lead to brands’ future success. While virtual fashion shows seem to be the apparent avenue due to the post-pandemic measures, physical shows, with their sensory richness, will not disappear in the future. This research explores appropriate ways to amalgamate the online and offline worlds for fashion shows framed within the Mercedes-Benz Prague Fashion Week (MBPFW) case. Uses and gratifications and creative innovation theories were employed as lenses to explicate this research. Phenomenology was used as the method to obtain deeper insights; by having conversations with profiled participants. The findings were then confirmed via a small-scale survey on Instagram. Five main themes and two subthemes were developed through the primary research. This research innovatively extends theoretical frameworks for understanding how best to combine the worlds of offline and online for fashion show events. Practical recommendations for implementing virtual and physical integration marketing communications for future fashion shows were presented.
