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패션 메타버스의 유형 및 특성 연구

A Study on the Types and Characteristics of Fashion Metaverse

조윤수
한국기초조형학회 (Korean Society Of Basic Design & Art)|2024.12|기초조형학연구 (Journal of Basic Design & Art)|제25권 제6호|pp. 587-605|DOI 10.47294/KSBDA.25.6.40

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참고문헌

키워드

메타버스가상세계아바타증강현실metaverseaugmented reality패션 브랜드avatarfashion brandvirtual world
주제분류예술일반

초록

최근 메타버스 플랫폼 마케팅이 점차 늘어나면서, 패션기업들은 온라인과 오프라인에서 메타버스로 고객이 체험할 수 있는 공간을 만들어냈다. 본 연구의 목적은 패션 브랜드에 나타난 메타버스 사례를 분석하여 패션 메타버스의 유형 및 특성을 정립함으로써, 패션 브랜드가 메타버스를 활용하여 시대적 변화에 적응한 브랜드로 도약하는 데 적용할 수 있는 활동 방향을 제시하는 것이다. 연구의 대상은 패션 메타버스의 사례이다. 연구의 내용 및 방법은 메타버스의 개념을 문헌 및 선행연구를 토대로 정의하고, 그 발달과정과 타분야에서 메타버스가 활용된 사례를 분석하여 메타버스의 유형을 정립하며, 패션 브랜드에 나타난 패션 메타버스를 사례분석하여 유형별 특성을 정립한다. 연구결과는 다음과 같다. 첫째, 메타버스는 현실공간과 가상공간의 결합을 통해 확장된 융합세계로 정의할 수 있으며, 사용자의 사회적, 경제적, 문화적 활동을 통해 가치창출이 가능하다. 둘째, 메타버스는 증강현실, 라이프로깅, 거울세계, 가상세계로 그 유형을 분류할 수 있다. 셋째, 패션 메타버스의 유형을 체험 서비스형, 소셜 미디어형, 버츄얼 플랫폼형, 아바타 게임형으로 나눌 수 있다. 증강현실을 사용한 가상 피팅, 가상 스타일링 같은 체험 서비스를 통해 소비자의 제품 경험 시간을 늘리고 구매 가능성을 높인다. 넷째, 패션기업은 서비스를 받은 소비자가 소셜 미디어에 공유할 수 있도록 디지털 플랫폼을 운영하여 고객의 피드백을 신속히 파악하고 잠재 소비자를 확보한다. 또한 버츄얼 플랫폼을 활용하여 오프라인과 동일한 수준의 풍부한 정보와 함께 색다른 매장 체험 기회를 제공하고 있으며, 아바타를 활용하여 고객이 가상현실보다 한 단계 진화한 형태로 실제 현실과 같은 사회·문화적 활동을 할 수 있게 한다. 본 연구는 패션 메타버스에 대한 구체적 연구 선례로서 패션 메타버스의 유형 및 특성을 제시하였다. 앞으로도 패션 메타버스에 대한 지속적인 연구가 진행되어 다양한 패션 마케팅이 계획되기를 기대한다.

Abstract

Recently, with the increasing number of metaverse platform marketing efforts, fashion industry has created spaces where customers can experience the metaverse on- and off-line. The purpose of this study is to analyze the metaverse cases in fashion brands to establish the types and characteristics of fashion metaverse, suggesting the direction of activity that can be applied to fashion brands to use the metaverse to become brands that have adapted to the change. The subject of the study is the case of the fashion metaverse. The content and method of the study defined the concept of the metaverse based on literature and previous studies, analyzed the development process and the use of the metaverse in other fields to establish the type of metaverse, and established the characteristics of each type by case analysis of fashion metaverse appearing in fashion brands. The analysis result is as below. First, the metaverse can be defined as an expanded convergence world through the combination of real and virtual spaces, and creates value through users' social, economic, and cultural activities. Second, the metaverse can be classified into augmented reality, life logging, mirror world, and virtual world. Third, types of fashion metaverse can be divided into experience service, social media, virtual platform, and avatar game type. Experience services such as virtual fitting using augmented reality supply purchasing motive. Fourth, fashion companies operate digital platforms to quickly identify feedback and secure potential consumers. The virtual platform is used to provide special experience, and the avatar is used to enable customers to engage in social and cultural activities. This study presented the types and characteristics of the fashion metaverse as a precedent for specific research on the fashion metaverse. It is expected that various fashion marketing plans will be planned as continuous research on the fashion metaverse will continue in the future.

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