패션산업에서의 AR기술 활용 사례 연구: 활용 유형을 중심으로
Case Study on AR Technology Use in the Fashion Industry: Focusing on Classification of Use Types
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초록
본 연구에서는 최근 패션산업 내에서 등장하였던 AR 사례들을 제품과 착용자, 공간을 기준으로 그리고 활용 목적이나 용도를 기준으로 분류하여 분석하였다. 국내외 포털(구글, 네이버 등) 및 연구논문에서 분석되었던 패션산업내에서의 AR기술 활용 사례들을 76개를 수집하여 분석하였다. 연구결과는 다음과 같다. 패션산업 내 AR 사례들은제품 및 착용자, 공간의 측면에서 모두 실제 및 가상, 실제와 가상의 혼합 형태과 다양하게 활용되고 있었다. 활용용도 측면에서도 디자인 및 상품개발, 마케팅 및 홍보, 패션쇼, 시착, 온라인 및 오프라인 판매 및 유통 등을 위해다양하고 창의적으로 활용되고 있었다. 특히 AR 기술을 통해 패션제품의 범주, 패션쇼의 개념, 시착의 방식, 마케팅과 홍보 툴, 판매 툴 등이 기존의 틀에서 더욱 창의적으로 확장되고 있음을 확인할 수 있었다. 향후 패션산업 내의포용적 성장을 위해서 기술적 준비도나 자본, 연령 등에 따른 AR기술 활용 등의 디지털 격차를 해소하는데 정부및 지자체, 대기업 등이 함께 그 방안을 마련해야 한다.
Abstract
This study analyzed augmented reality (AR) technology use in the fashion industry by classifying them based on product, wearer, space, purpose, and use. In this study, 76 cases of AR technology use in the fashion industry that were analyzed in domestic and foreign portals (Google, Naver, etc.) and research articles were collected and analyzed. The study found that in AR technology cases, the dimensions of the product, wearer, and space were utilized in various ways, including real, virtual, and their combination. AR technology was used diversely and creatively in design and product development, marketing and publicity, fashion shows, try-ons, online and offline sales and distribution, etc. Through AR technology, the categories of fashion products, concept of fashion shows, try-on methods, marketing and promotional tools, and sales tools are expanded more creatively from the existing framework. For inclusive growth within the fashion industry in the future, the national government, local governments, and large corporations should develop measures in bridging the digital gap, such as the use of AR technology according to technological readiness, capital, and age.
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