Online Communities for the Fashion Industry: Leveraging the Octalysis Framework

This paper presents a research study on applying the Octalysis framework of gamification to support the development of an online community for a fashion app. The methodology involved reviewing gamification literature and analyzing the Octalysis framework’s key components. The research revealed that combining the Octalysis Framework with the customer experience lifecycle in the fashion industry as it moves from a design-based lifecycle to a customer experience lifecycle. It offers a unique and valuable perspective on gamification and customer experience studies. This paper provides practical insights for integrating gamification with the customer lifecycle and suggesting implementable fashion industry-specific features. Managerial implications are discussed, and further studies can be conducted, especially by extending gamification in customer experience studies. By aligning Octalysis Framework’s core drives with the various stages of the customer lifecycle, developers can tailor app features to fashionistas’ evolving needs and experiences. The study enhances the understanding of how gamification can be effectively employed in developing online community applications in the fashion industry. Keywords: Octalysis Framework, Customer Lifecycle, Fashion Industry, Gamification, Online Communities