패션 브랜드의 증강현실(AR) 콘텐츠 유형 및 특성
Classification and Characteristics of Augmented Reality Contents of Fashion Brands
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This study investigated the classification and characteristics of augmented reality (AR) content of fashion brands. The AR contents of fashion brands were classified according to user participation space and content delivery method. Based on these types, eight case studies were conducted, along with a discussion of AR characteristics in terms of presence, interactivity, and immersion. The results showed that AR content could be divided into four types: offline visit—external information type, offline visit—internal experience type, online utilization—external information type, and online utilization—internal experience type. It was also found that there were differences in characteristics for each type of AR content. First, the offline visit—external information type requires various new content that can provide entertainment immersion to users. Second, the offline visit—internal experience type requires a powerful inducement for users to visit a specific space providing AR content and to participate in augmented environments. Third, the online utilization—external information type needs a series of AR content that can consistently incite users’ curiosity about brands and products. Fourth, the online utilization—internal experience type needs effective content to improve users' shopping experience with the virtual fitting of fashion accessories, such as eyewear, hats, jewelry, and watches. Accordingly, fashion companies should create contents that can provide appropriate presence, interactivity, and immersion by AR type.
Abstract
This study investigated the classification and characteristics of augmented reality (AR) content of fashion brands. The AR contents of fashion brands were classified according to user participation space and content delivery method. Based on these types, eight case studies were conducted, along with a discussion of AR characteristics in terms of presence, interactivity, and immersion. The results showed that AR content could be divided into four types: offline visit—external information type, offline visit—internal experience type, online utilization—external information type, and online utilization—internal experience type. It was also found that there were differences in characteristics for each type of AR content. First, the offline visit—external information type requires various new content that can provide entertainment immersion to users. Second, the offline visit—internal experience type requires a powerful inducement for users to visit a specific space providing AR content and to participate in augmented environments. Third, the online utilization—external information type needs a series of AR content that can consistently incite users’ curiosity about brands and products. Fourth, the online utilization—internal experience type needs effective content to improve users' shopping experience with the virtual fitting of fashion accessories, such as eyewear, hats, jewelry, and watches. Accordingly, fashion companies should create contents that can provide appropriate presence, interactivity, and immersion by AR type.
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