传播遗产、手工艺和可持续性的沉浸式创新

IF 1.9 Q3 BUSINESS
Karen Cross, Lyndsay Mesjar, J. Steed, Yang Jiang
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引用次数: 0

摘要

纺织品和时装品牌通过营销传达核心价值,在慢时尚传统品牌中,这通常包括熟练的手工艺、真实性、可持续性和来源。随着行业数字化的不断深入,品牌正在采用身临其境的技术--虚拟现实(VR)或增强现实(AR)--但很少有证据表明这些技术被用于传播工艺或来源。为了探索这一潜力,调查参与者观看了身临其境和传统营销内容,并寻求对品牌形象的看法。与传统内容相比,身临其境的内容引起了新的品牌联想,如果目标受众是年轻人或更时尚前卫的人群,这可能是可取的。然而,身临其境的内容在激发参与者购买欲望方面的效果较差,许多参与者对虚拟环境感到不知所措。研究得出的结论是,有效的沉浸式内容应包含对品牌形象和核心价值的精简表述,在VR头显的应用仍然有限的情况下,利用一个易于访问的平台。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Immersive innovations for the communication of heritage, handcraft and sustainability
Textile and fashion brands convey core values through marketing, and in slow-fashion heritage brands this often includes skilled craftsmanship, authenticity, sustainability, and provenance. As industry digitalisation continues, brands are employing immersive technologies – virtual (VR) or augmented (AR) reality – however there is scarce evidence of these being used to communicate craftsmanship or provenance. To explore this potential, survey participants were shown immersive and traditional marketing content and perceptions of brand image were sought. The immersive content elicited new brand associations compared with the traditional content, which may be desirable if targeting a younger or more fashion-forward demographic. However, the immersive content was less e ff ective at inspiring participants to make a purchase, with many participants overwhelmed by the virtual environment. The research concludes that e ff ective immersive content should incorporate a streamlined representation of brand identity and core values, utilising an accessible platform while the adoption of VR headsets remains limited.
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来源期刊
International Journal of Fashion Design, Technology and Education
International Journal of Fashion Design, Technology and Education Arts and Humanities-Visual Arts and Performing Arts
CiteScore
3.10
自引率
0.00%
发文量
36
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