Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

An Exploratory Study on Experience of Luxury Brand Virtual Fashion Show

럭셔리 패션 브랜드 가상패션쇼 경험에 대한 탐색적 연구

  • Hyojo Jung (Dept. of Clothing and Textiles, Yonsei University) ;
  • Eunju Ko (Dept. of Clothing and Textiles, Yonsei University)
  • 정효조 (연세대학교, 의류환경학과) ;
  • 고은주 (연세대학교, 의류환경학과)
  • Received : 2023.02.22
  • Accepted : 2023.04.28
  • Published : 2023.05.30
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

References

  1. AR and VR Market Size & Growth Forecast Report, 2022-2030. (2022). Retrieved November 19, 2022, from https://www.psmarketresearch.com/marketanalysis/augmented-reality-and-virtual-reality-market
  2. Bae, S. J., & Kwon, O. (2018). Impact of presence, spatial ability, and esthetics on the continuance intention of use of augmented reality and virtual reality. Korean Business Education Review, 33(4), 355-386. doi:10.23839/kabe.2018.33.4.355
  3. Biocca, F., & Delaney, B. (1995). Immersive virtual reality technology. Communication in the age of virtual reality, 15(32), 10-5555.
  4. Brivio, E., Serino, S., Negro Cousa, E., Zini, A., Riva, G., & De Leo, G. (2021). Virtual reality and 360 panorama technology: A media comparison to study changes in sense of presence, anxiety, and positive emotions. Virtual Reality, 25, 303-311. doi:10.1007/s10055-020-00453-7
  5. Chen-Yu, J. H., Kincade, D. H., & Rhee, Y. (2022). Effects of consumer characteristics and product presentations on online apparel impulse buying. Journal of Global Fashion Marketing, 13(3), 205-220. doi:10.1080/20932685.2022.2032793
  6. Cho, M., & Ko, E. (2022). An exploratory study on the interaction between luxury brands and customers in service encounters. Journal of Fashion Business, 26(5), 49-61. doi:10.12940/jfb.2022.26.5.49
  7. Choo, H. Y., & Nah, K. (2021). A study on the determinants of continuous use intention of fashion brand apps: Comparison of gender differences. Journal of Korea Service Management Society, 22(3), 260-277. doi:10.15706/jksms.2021.22.3.011
  8. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340. doi:10.2307/249008
  9. Fiore, A. M., Kim, J., & Lee, H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38-53. doi:10.1002/dir.20042
  10. Gomes, M. A., Marques, S., & Dias, . (2022). The A impact of digital influencers' characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, 13(3), 187-204. doi:10.1080/20932685.2022.2039263
  11. Havlena, W. J., & Holbrook, M. B. (1986). The varieties of consumption experience: Comparing two typologies of emotion in consumer behavior. Journal of Consumer Research, 13(3), 394-404. doi:10.1086/209078
  12. Ho, H. C., Chiu, C. L., Mansumitrchai, S., & Quarles, B. J. (2020). Hedonic and utilitarian value as a mediator of men's intention to purchase cosmetics. Journal of Global Fashion Marketing, 11(1), 71-89. doi:10.1080/20932685.2019.1682026
  13. Hong, H. R., & Kim, Y. I. (2014). Communication characteristics of fashion shows using digital images. Journal of the Korean Society of Costume, 64(6), 1-15. doi:10.7233/jksc.2014.64.6.001
  14. Hur, H. J., Jang, J. Y., & Choo, H. J. (2019). The effect of vr fashion shopping channel characteristics and consumer's involvement in channel acceptance: Focusing on the vividness, interactivity and fashion involvement. Journal of the Korean Society of Clothing and Textiles, 43(5), 725-741. doi:10.5850/JKSCT.2019.43.5.725
  15. Imagine. (n.d.). Merriam-webster. Retrieved May 18, 2022, from https://www.merriam-webster.com/dictionary/imagine
  16. Jain, S., & Shankar, A. (2023). Examining the luxury consumers' showrooming behaviour: The effect of perceived values and product involvement. Journal of Global Fashion Marketing, 1-18. doi:10.1080/20932685.2023.2165130
  17. Jeong, D., & Ko, E. (2021). The influence of consumers' self-concept and perceived value on sustainable fashion. Journal of Global Scholars of Marketing Science, 31(4), 511-525. doi:10.1080/21639159.2021.1885303
  18. Jiang, C. X., & Kim, M. S. (2022). The effects of the attributes of second-hand luxury goods trading platforms on perceived usefulness, perceived enjoyment, and continuance intention to use. Fashion & Textile Research Journal, 24(6), 731-743. doi:10.5805/SFTI.2022.24.6.731
  19. Kim, B., & Yong, H. (2021). A study on the types and implications of virtual exhibition spaces. Journal of Digital Contents Society, 22(8), 1303-1314. doi:10.9728/dcs.2021.22.8.1303
  20. Kim, E, & Ahn, S. (2019). A study on the nonlinear narratives in space of contemporary fashion show. Journal of the Korea Institute of the Social Design, 14(6), 203-213.
  21. Kim, J., & Ha, J. (2019). User needs for haptic communication of vr fashion product shopping. Fashion & Textile Research Journal, 21(4), 401-411. https://doi.org/10.5805/SFTI.2019.21.4.401
  22. Kim, K. H., Ko, E., Kim, S. J., & Jiang, Q. (2021). Digital service innovation, customer engagement, and customer equity in ar marketing. Journal of Global Scholars of Marketing Science, 31(3), 453-466. doi:10.1080/21639159.2021.1923054
  23. Kim, S. S., & Kim, M. (2019). The impact of online open market platform trust on seller trust, transaction satisfaction, and intention to use-focus on trust transference. Journal of Korea Service Management Society, 20, 211-233.
  24. Kim, W. S., & Nah, K. (2018). A study on the avatar design characteristics of immersive virtual reality-based on social network-based virtual reality contents. The Journal of the Korean Society Design Culture, 24(1), 91-104. doi: 10.18208/ksdc.2018.24.1.91
  25. Kim, Y., & Kim, J. (2022). Luxury fashion brands case analysis of using metaverse. Journal of Fashion Business, 26(3), 50-71. doi:10.12940/jfb.2022.26.3.50
  26. Ko, E., Lee, M., & Lee, M. (2023). Fashion brand & communication. Seoul: Gyomoon.
  27. Lee, J. H. (2018). VR system environment technologies and user input elements. Journal of the Korean Society Design Culture, 24(2), 585-596. doi:10.18208/ksdc.2018.24.2.585
  28. Lee, J. H. (2019). A study on the revitalization of virtual reality-based education. Journal of the Korean Society of Design Culture, 22(3), 397-407. doi:10.18208/ksdc.2019.25.1.357
  29. Lee, S. U. (2017). Present and future of virtual reality technology based on embedded cognition. The Studies in Korea Literature, 54, 39-63.
  30. Liu, S., & Kwon, M. J. (2019). A study on spatial aesthetic characteristics in modern fashion converged with virtual reality technology: Focusing on fashion shows, fashion exhibitions, and fashion design apps. Journal of Fashion Business, 23(5), 96-110. doi:10.12940/jfb.2019.23.5.96
  31. Nam, Y. J. (2021) The types and values of fashion based on virtual reality technology in the age of digital transformation. Bulletin of Korean Society of Basic Design & Art, 22(5), 117-128. doi:10.47294/KSBDA.22.5.9
  32. Oh, M. H., & Kim, I. L. (2014). The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth. Journal of the Korean Society of Fashion Design, 14(1), 101-120.
  33. Pang, W., Ko, J., Kim, S. J., & Ko, E. (2022). Impact of covid-19 pandemic upon fashion consumer behavior: focus on mass and luxury products. Asia Pacific Journal of Marketing and Logistics, 34(10), 2149-2164. doi:10.1108/APJML-03-2021-0189
  34. Park, J. Y., Lee, J. Y., & Lee, D. Y. (2022). A study of factors affecting intention to continue using 3d digital fashion shows: Focusing on the perceived characteristics, personal characteristics, and relative advantages of 3d images. Korean Journal of Communication Studies, 30(1), 241-266. doi:10.23875/kca.30.1.9
  35. Peukert, C., Pfeiffer, J., Meissner, M., Pfeiffer, T., & Weinhardt, C. (2019). Shopping in virtual reality stores: The influence of immersion on system adoption. Journal of Management Information Systems, 36(3), 755-788. doi:10.1080/07421222.2019.1628889
  36. Pookulangara, S., Kim, J., Josiam, B., & Thombre, A. (2014). Intent to purchase from 3D virtual environments: An exploratory study. Journal of Global Fashion Marketing, 5(4), 269-282. doi:10.1080/20932685.2014.927659
  37. Prada VR Fashion Show Thumbnail. (2021). [Video]. YouTube. Retrived March 23, 2022, from https://www.youtube.com/watch?v=xznE6EYhwbY
  38. Prada VR Fashion Show. (2021). [Video]. YouTube. Retrived March 23, 2022, from https://www.youtube.com/watch?v=xznE6EYhwbY
  39. Prada VR Fashion Show 2. (2021). [Video]. YouTube. Retrived March 23, 2022, from https://www.youtube.com/watch?v=xznE6EYhwbY
  40. Steuer, J. S. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93. doi: 10.1080/20932685.2014.927659
  41. Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques. California: SAGE.
  42. Um, H. S., & Ko, E. (2022). A study on perceived luxury fashion brand experience based on the metaverse platform: A focus on zepeto. Journal of the Korean Society of Costume, 72(6), 39-61. doi:10.7233/jksc.2022.72.6.039
  43. Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-365. doi:10.1287/isre.11.4.342.11872
  44. Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of marketing research, 40(3), 310-320. doi:10.1509/jmkr.40.3.310.19238
  45. Widestrm, J. (Ed.). (2019). Augmented Reality, Virtual Reality, and Computer Graphics. Santa Maria al Bagno: Springer.
  46. Wilson, M. (2002). Six views of embodied cognition. Psychonomic bulletin & review, 9, 625-636. https://doi.org/10.3758/BF03196322
  47. Yang, E. K., & Lee J. H. (2018). Characteristics of digital fashion communication using immersive virtual reality. Journal of the Korean Society of Costume, 68(8), 52-65. doi:10.7233/jksc.2018.68.8.052
  48. Yun, S. R., & Lee, J. J. (2001). A case study on fashion show stage setting. Journal of the Korean Society of Fashion Design, 1(1), 53-76.