[논문]럭셔리 패션 브랜드 가상패션쇼 경험에 대한 탐색적 연구

정효조; 고은주

doi:10.12940/jfb.2023.27.2.70

럭셔리 패션 브랜드 가상패션쇼 경험에 대한 탐색적 연구
An Exploratory Study on Experience of Luxury Brand Virtual Fashion Show 원문보기

패션비즈니스 = Fashion business, v.27 no.2, 2023년, pp.70 - 87

정효조 (연세대학교, 의류환경학과) , 고은주 (연세대학교, 의류환경학과)

Abstract ▼ AI-Helper

Today, VR, AR, and MR technologies that travel between real world and virtual world are rapidly developing. These technologies are adopted in luxury fashion brands for virtual fashion shows and runways, virtual retail shops and virtual fitting services. Despite its growth potential and social importance, virtual fashion space has been studies insufficiently. Therefore, this study aimed to examine the consumer experience on the virtual fashion space types, components of virtual fashion space, perceived value, and continuous usage intention. Prada, one of the most active luxury fashion brands in the VR field, was selected as the stimulus for an in-depth interview. Participants experienced virtual fashion show space through VR device (Oculus Quest 2 from Meta) before responding to the questions about their experience. Results showed that material space was more like virtual whereas perceptual space felt like reality. Participants could imagine about more virtual image from material space and more real image from perceptual space elements. Moreover, perceptual space enhanced the immersion, presence, and interactivity compared to material space. Most participants perceived that the virtual fashion show was useful and playful, leading to the continuous usage intention. It implies that improvements for some technical limitation from VR device and virtual contents can provide quality consumer experience in the future. Based on results of this study, fashion companies can establish useful marketing strategies for consumers' immersive and playful experiences when introducing virtual fashion space.

주제어

표/그림 (7)

표 Table 1. Cases of Virtual Fashion Show on Youtube Virtual Reality
그림 Figure 1. Prada Virtual Reality Fashion Show Thumbnail (https://www.youtube.com)
표 Table 2. Analysis of Prada Virtual Fashion Content Types
그림 Figure 2. Prada Virtual Reality Fashion Show (https://www.youtube.com)
그림 Figure 3. Prada Virtual Reality Fashion Show 2 (https://www.youtube.com)
표 Table 3. List of In-Depth Interviewees
표 Table 4. Semi-Structured Questions for In-Depth Interview

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