Browse > Article
http://dx.doi.org/10.12940/jfb.2016.20.2.16

The Application Methods of Hologram Technology in Fashion Business  

Jeong, Hwa-Yeon (Dept. of Fashion Design, Kookje College)
Publication Information
Journal of Fashion Business / v.20, no.2, 2016 , pp. 16-31 More about this Journal
Abstract
This study analyzed cases that applied hologram technology in the fashion industry in order to provide basic information for research on fashion marketing using hologram technology. The results of this study are as follows. A hologram was applied to fashion businesses in various ways including fashion shows, outdoor signboards, hologram windows or screens in stores, and launching shows or exhibitions. Most of these cases were foreign fashion brands, which utilized hologram technology actively for formulating a new brand image or for advertising products. Among Korean brands, however, there are not many cases of hologram application. Today, as-being the age of smart devices, the mobile advertisement market is growing rapidly among smart phone users. DKNY and Puma are providing information on styling through smart phone applications, and the Adidas stores in Germany also allow the customers to buy goods by entering a simple code through the smart phone. Recently, new devices are being introduced one by one, which display 2D digital contents in 3D holograms by combining mobile and hologram technologies. The marketing of fashion products is not just for supplying products but is required to satisfy the consumers' five senses. Therefore, the development of experiential contents based on the combination of mobile and hologram technologies will open new potential for profitable business models.
Keywords
hologram technology; mobile advertisement market; digital contents; 3D hologram;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Cha, J. (2014, Aug 14). Media of the next generation- hologram industry with a wriggle. KOIT. Retrieved February 22, 2016, from http://www.koit.co.kr/news/articleView.html?idxno=53640
2 Choi, Y. (2014). Real-time projection hologram contents making based on depth keying (Unpublished master's thesis). Kwang Woon University, Seoul, Korea.
3 Emmett, N., & Juris, U. (1962). Reconstructed wavefronts and communications theory. Journal of the Optical Society of America. 52(10), 1123-1130.   DOI
4 Greg, L. (2004. March 1). Prada's high-tech misstep the luxury retailer spent millions on IT for its futuristic "epicenter" store. But the flashy technology has turned into a high-priced hassle. CNNMoney. Retrieved from http://money.cnn.com
5 Ha, Y., & Kim, Y. (2013). The utilization of projection mapping technology for experiential marketing in the fashion industry. Journal of the Korean Society of Fashion Design, 13(2), 1-14.
6 Han, J. (2012, March 5). A variety of items is essential, match With cultural contents. Fashion Insight. Retrieved from http://www.fi.co.kr/main/view.asp?SectionStr=Market&idx= 38691&NewsDate=2012-03-05.
7 Ham, S. (2014), Under this smart media, consumers'reaction on type and contents of AD (Unpublished master's thesis). Chung Woon University, Seoul, Korea.
8 Hariharan, P. (2002). Basics of Holography. Cambridge, UK: Cambridge University Press.
9 Hong, K. (2010). Digital Hologram Contents Manipulation and Synthesis (Unpublished master's thesis). Kwang Woon University, Seoul, Korea.
10 Jo, C. (2009). From ‘Being-Seen-Advertising' to ‘Being-Experienced-Advertising': A exploratory study on the influence of hologram on advertising. The Korean Journal of Advertising and Public Relations, 11(2), 7-37.
11 Jo, G. (2006). The newest clothing material, Seoul: Sigma Press.
12 Jo, J. (2013). A study on marketing method of fashion industry utilizing social network service(SNS) (Unpublished master's thesis). Korea University, Seoul, Korea.
13 Kim, D. (2014). Understanding of the creative economy policy, Seoul: Communication Books.
14 Kim, J. (2012, April 18). Puma conducts social movie campaign, "Become a movie star with Lee, Hyolee.. HanKyung. Retrieved from http://hei.hankyung.com/hub02/201204181838q
15 Kim, K. (2010, Oct 12). Fiber - by IT fusion 3D fashion technology commercialization, Financial News. Retrieved from http://www.fnnews.com/news/201010121332365176?t=y
16 Kim, S., Kim J., & Moon, K. (2013). The Present state and future prospect of hologram technology. CP Issue Report, 4(6).
17 Lee, Y. (2014). A study on the convergence service model using projection hologram for advertising and publicity (Unpublished master's thesis). Kwang Woon University, Seoul, Korea.
18 Kwon, S. (2011). Digital hologram making system using the depth information of an image (Unpublished doctoral dissertation). Kwang woon University, Seoul, Korea.
19 Lee, S., Lee M., & Suh, M. (2013). The new competitive sources, and digital experiences. CEO Information 908.
20 Lee, W., & Sohn K. (2014). A study on the convergence service model using projection hologram for advertising and publicity. Journal of 3D Broadcasting and imagine Association, 5(1), 95-1015.
21 Lim, S., Chae, H., & Jeon, H. (2014). The effect of experience marketing on brand attitude and brand loyalty of beauty salon franchise stores. Journal of Fashion business. 18(5), 42-55.
22 Min, K. (2013). Holography in the performing arts: applicability and spillover effects. The Korean Journal of Dance, 71(4), 47-72.
23 Ministry of Science, ICT and Future Planning. (2014). "Hologram industry development strategy" for hologram society realization. Retrieved from http://www.g4b.go.kr/svc/bcs/ifs/ctn/NewsTotalDetail.do?selectNewsUuid=NEWS-185307414293976232300200257
24 Park, C. (2010). A vision and action plan for the convergence of IT and fashion. i-fashion, Journal of Computing Science and Engineering, 70-78.
25 Park, H. (2014). New growth business strategy of apparel Industry by the convergence of fashion and ICT, KIET Industrial Economic Review. 189, 18-28.
26 Park, S., & Kim, J. (2016). Development of NFC mobile application for information on textile materials, Journal of Fashion business. 20(1), 142-156.   DOI
27 Shin, J. (2011). See the show, not clothes, fashion show production 3/3. Design Monthly. Retrieved February 15, 2016, from http://blog.naver.com/tag2010?Redirect=Log&logNo=60147086489.
28 Park, Y. (2013, May, 21) Metro outdoor [M Limited] launching, Fashion Journal, Retrieved from http://www.okfashion.co.kr/detail.php?number=27854& thread=81r07r02
29 Pine, B., & Gilmore, J. (1998), Welcome to the experience economy: Harvard Business Review, July-August, 97-105.
30 Schmitt, B. (1999), Experiential Marketing, Journal of Marketing Management, 15(1-3), 53-68.   DOI
31 Suh. E. (2008). A comparison study on the effects of fashion emotional and relationship experience on long-term relationship orientation of middle and old aged women. Journal of the Korean Society of Clothing and Textiles, 32(9), 1407-1417.   DOI
32 Winston, E. (1974). Lasers and Holography. (S. Lee, Trans,). Seoul: S-Wave Press. (Original work published 1969).
33 Yu, I., & Yi, K. (2013). The utilization of projection mapping technology for experiential marketing in the fashion industry, Journal of The Korean Society of Fashion Design, 13(2), 1-14.
34 Yun, J. (2007). Simulation of efficient virtual space using 3D holography (Unpublished doctoral dissertation). Hang Yang University, Seoul, Korea.
35 Yun, H. (2009). IT meets fashion...Louis Quatorze. Financial News, Retrieved from http://www.fnnews.com/news/201010121332365176?t=y