3D 가상의상 기술을 활용한 패션 브랜드 사례 분석 - 그린디자인 관점을 중심으로

Abstract

This study was initiated by focusing on the characteristics of 3D virtual clothing utilized by fashion brands aiming for sustainability. The purpose of this study is to analyze the characteristics of fashion brands that utilize 3D virtual imagery to mitigate environmental pollution caused by the fashion industry from the perspective of green design. The research methodology draws on green design literature and analyzes three hypothetical cases. These include experiential immersive design, design that rewards engagement, and design that delivers economic benefits that were utilized by fashion brands from 2019 to 2023. The findings and conclusions are as follow. First, the for the commercialization of virtual clothing, offline stores are reproduced in the digital world to provide an immersive shopping experience, similar to reality. These promote fashion products in a virtual space without the constraints of space and time, and creates profits and sustainable value. Second, virtual clothing promotes playfulness. Games and events utilize branded virtual worlds and characters to attract users. Rewards are given for achieving goals, and it is a practice of green marketing that uses virtual items to express products and minimize resource waste. Third, virtual clothing is affordable and can reduce the financial burden on consumers by digitally reproducing expensive products as physical brand collections at an acceptable price point. This reduces environmental pollution, saves physical resources, and increases the utilization of virtual clothing by providing a convenient way to purchase. This study is a basic study that examines the current status and characteristics of fashion brands' use of 3D virtual imagery from the perspective of green design based on literature and case analysis, and follow-up studies are expected on empirical virtual imagery activation measures through interviews or surveys with users for each case.