Digitalisation and digital transformation of the Norwegian fashion industry: an exploratory qualitative study

Digitalisation and digital transformation have had a far-reaching impact on most industries in recent years, and the global fashion industry is certainly no exception. Although there is emerging literature on digitalisation and digital transformation in the global fashion industry, so far little research has been done in a Norwegian context. Therefore, this article explores the situation through a series of qualitative interviews with key informants from the Norwegian industry where the informants were asked about their views and experiences. The findings indicate that the actors in the Norwegian fashion industry have different perspectives on digitalisation and digital transformation. While the industry informants appear to have a low level of knowledge related to digitalisation and digital transformation, the perception is that such technologies are highly relevant. Generally, the industry informants envision a future where the Norwegian fashion industry will utilise digital technologies to a much greater extent.