The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Integrating Augmented Reality Technology in Digital Fashion Industry

디지털 패션 산업에서 증강 현실 기술 융합

  • 린시안 인 (동서대학교 대학원 영상콘텐츠학과) ;
  • 송승근 (동서대학교 대학원 영상콘텐츠학과)
  • Received : 2024.09.25
  • Accepted : 2024.11.01
  • Published : 2024.11.30
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Abstract

The fashion industry has been actively responding to the digital transformation, enhancing its competitiveness through the integration of digital technology. This study aims to uncover emerging trends in integrating Augmented Reality (AR) technology within digital marketing for the fashion industry. By examining literature on Digital transformation of the fashion Industry and AR technology employed in fashion marketing, the study aims to provide a comprehensive understanding of AR's impact on digital fashion industry. In-depth interviews with experts in digital media, visual design, jewelry design, 3D animation, clothing design, digital fashion reveal that AR technology can enhance the user experience in digital fashion industry from four key aspects: enhancing shopping convenience, introducing fun interactive experiences, enriching aesthetic experiences, and facilitating online socializing. Our findings suggest that Augmented Reality technology will not only enhance user experience but also offer valuable insights for guiding digital marketing strategies in the fashion industry. We also highlights the potential of AR technology to bridge the gap between physical and digital fashion, creating new avenues and horizon for innovation in fashion marketing.

패션 산업은 디지털 전환에 적극적으로 대응하며 디지털 기술 통합을 통해 경쟁력을 강화하고 있다. 패션 산업의 디지털 마케팅에서 증강 현실(Augmented Reality : AR) 기술을 통합하는 신흥 트렌드를 발견하는 것을 연구의 목표로 한다. 패션 산업의 디지털 전환과 패션 마케팅에 적용된 AR 기술에 관한 문헌을 검토함으로써, 디지털 패션 산업에 대한 AR의 영향을 포괄적으로 이해하고자 한다. 디지털미디어, 시각디자인, 주얼리 디자인, 3D 애니메이션, 의류디자인, 디지털패션 분야의 전문가들과의 심층 인터뷰를 통해 AR 기술이 디지털 패션 산업에서 사용자 경험을 향상시킬 수 있는 네 가지 핵심 측면을 확인했다. 이는 쇼핑 편의성 향상, 재미있는 인터랙티브 경험 도입, 미적 경험의 풍부화, 그리고 온라인 소셜 활동 촉진이다. 우리의 연구 결과는 증강 현실 기술이 사용자 경험을 향상시킬 뿐만 아니라 패션 산업의 디지털 마케팅 전략을 이끄는 데 유용한 통찰력을 제공할 것임을 시사한다. 또한, 우리는 AR 기술이 물리적 패션과 디지털 패션 간의 격차를 해소하고 패션 마케팅에서 혁신의 새로운 길과 지평을 열어줄 잠재력 있다는 것을 강조한다.

Keywords

References

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