DOI QR코드

DOI QR Code

Classification and Characteristics of Augmented Reality Contents of Fashion Brands

패션 브랜드의 증강현실(AR) 콘텐츠 유형 및 특성

  • Lee, Hyun-Jin (Dept. of Clothing & Textiles, Kyungpook National University) ;
  • Ku, Yang-Suk (Dept. of Clothing & Textiles, Kyungpook National University)
  • Received : 2020.01.02
  • Accepted : 2020.05.15
  • Published : 2020.06.30

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.

Keywords

References

  1. Ahn, H. S., & Choi, Y. M. (2014). Analysis of educational characteristics of augmented reality edutainment contents according to interaction type. The Korean Journal of Animation, 10(4), 152-169.
  2. An, M. U., Yang, S. S., Wi, D. H., Yoon, G. W., & Park, D. H. (2009). A clothing vending machine using augmented reality mirror. Proceedings of the Korea Contents Society, Spring Conference, Korea, pp. 368-372.
  3. 'Augmented Reality: Kinect fitting-room for TopShop, Moscow'. (2011, May 10). Wired. Retrieved September 28, 2019, from www.wired.com/2011/05/augmented-reality-kinect-fitting-room-for-topshop-moscow
  4. 'Augmented Reality Market size to exceed $165bn by 2024: Global Market Insights Inc.'. (2017, January 12). GlobeNewswire. Retrieved September 20, 2019, from globenewswire.com/news-release/2017/ 01/12/905349/0/en/Augmented-Reality-Market-size-to-exceed-165bn-by-2024-Global-Market-Insights-Inc.html
  5. Azuma, R. T. (1997). A survey of augmented reality. Teleoperators and Virtual Environments, 6(4), 355-385. doi:10.1162/pres.1997. 6.4.355
  6. Bae, S. B., & Kim, G. J. (2015). A study on causal relation between experience on fashion products in augmented reality and intention to buy : Focused on extended technology acceptance model (ETAM). The Korean Journal of Animation, 11(1), 98-123.
  7. Cho, S. H., & Kim, C. S. (2019). Consumer attitudes, intention to use technology, purchase intention of Korean 20's women on the acceptance of fashion augmented reality(FAR) with the application of the UTAUT model. Journal of the Korean Society of Clothing and Textiles, 43(1), 125-137. doi:10.5850/JKSCT.2019.43.1.125
  8. Choi, R., Yoon, C. H., & Cho, C. S. (2010). An implementation of argumented reality system for fitting-simulation of digital clothes. Proceedings of KSII Transactions on Internet and Information Systems, 10, Korea, pp. 115-116.
  9. Dai, M. Y. (2018). A study on the factors affecting satisfaction of augmented reality fashion application : Focused on user experience. Unpublished master's thesis, Chungbuk National University, Cheongju.
  10. Freeman, J., Avons, S. E., Pearson, D. E., & Ijsselsteijn, W. A. (1999). Effects of sensory information and prior experience on direct subjective ratings of presence. Presence-teleoperators and Virtual Environments, 8(1), 1-13. doi:10.1162/105474699566017
  11. Ha, E. K. (2010). Study on the flow structure in user experience with digital media. Unpublished doctoral dissertation, Hongik University, Seoul.
  12. Han, I. S. (2010, April 28). 빈폴진, '증강현실' 마케팅 [Beanpole Jeans, 'Augmented Reality' Marketing]. Tinnews. Retrieved September 20, 2019, from www.tinnews.co.kr/1680
  13. Han, J. Y. (2017). Analysis of mediating effects of presence, emotional attachment, and focus of attention for augmented reality immersion - In the case of augmented reality game Pokemon Go users. Journal of the HCI Society of Korea, 12(4), 27-35. https://doi.org/10.17210/jhsk.2017.11.12.4.27
  14. Heeter, C. (1995). Communication research on consumer VR. In F. Biocca & M. R. Levy (Eds.). Communication in the age of virtual reality (pp. 191-218). NJ: Lawrence Erlbaum Associates.
  15. Jang, J. Y., & Chun, J. H. (2018). A research on the characteristics of virtual reality stores - Focused on Hyundai VR store and eBay VR department store -. Journal of the Korean Society of Clothing and Textiles, 42(4), 671-688. doi:10.5850/JKSCT.2018.42.4.671
  16. Jang, S. H., Choi, J. S., & Lee, K. W. (2013). Evaluating the sense of presence for mobile augmented reality application design. Society of Design Convergence, 12(5), 335-350.
  17. Jung, S. A., & Kim, H. (2016). A case study of utilizing augmented reality of kid App. Journal of the Korean Society Design Culture, 22(2), 585-599. doi:10.18208/ksdc.2016.22.2.585
  18. Kang, J. W. (2016). Structural relationships among mobile augmented reality technology at a tourist spot, experiential value and the subsequent positive recall of historical culture sites. Journal of Tourism Sciences, 40(8), 193-203. doi:10.17086/JTS.2016.40.8. 193.203
  19. Kim, E. Y. (2018, April 12). 자라, 증강현실 서비스 [ZARA, Augmented Reality Service]. Yonhapnews. Retrieved September 28, 2019, from www.yna.co.kr/ view/AKR20180412095400030
  20. Kim, H. K. (2019a). The effect of augmented reality-based fashion products application on intention to use. Unpublished master's thesis, Soongsil University, Seoul.
  21. Kim, H. S. (2012). Study on the conceptualization of the embodied cognition and perceptual types of augmented reality : Q methodology applied. Unpublished doctoral dissertation, Sogang University, Seoul.
  22. Kim, J. W. (2019b, May 8). "안경 살 때 느낀 불편함이 창업으 로 이어졌죠". ["The discomfort I felt when I bought my glasses led to a start-up"]. hankyungbusiness. Retrieved December 2, 2019, from magazine.hankyung.com/ business/apps/news?popup= 0&nid=01&c1=1003&nkey=2019050701223000031&mode=sub_view
  23. Koltun, N. (2017, September 19). Kate Spade New York: Paris store launch. Mobile Marketer. Retrieved September 28, 2019, from www.mobilemarketer. com/news/kate-spade-new-york-guides-paris-tours-with-help-from-ar-and-influencers/505264
  24. Kweon, S. H. (2018). A research on value chain structure on experience of VR and AR focused on means-end chain theory on VR and AR. Journal of Internet Computing and Service, 19(1), 49-66. https://doi.org/10.7472/jksii.2018.19.1.49
  25. Lavroff, N. (1994). Virtual reality playhouse. Corte Madera, Califonia: Waite Group Press.
  26. Lee, E. J. (2011). Application patterns and communication characteristics of augmented reality in the digital fashion environment. Unpublished master's thesis, Yonsei University, Seoul.
  27. Lee, J. H., & Lee, E. H. (2011). Augmented reality as an emotional communication media on fashion communication. Journal of Korea Design Forum, 32, 7-20. doi:10.21326/ksdt.2011..32.001
  28. Lee, W. Y. (2010). A study of the technical tendency augmented reality and the application of fashion industry. Journal of the Korean Society of Design Culture, 16(2), 367-377.
  29. Milgram, P., Takemura, H., Utsumi, A., & Kishino, F. (1994). Augmented Reality: A class of displays on the reality-virtuality continuum. Proceeding of SPIE Vol. 2351 (pp. 282-292). USA: Telemanipulator and Telepresence Technologies. doi:10.1117/ 12.197321
  30. Normand, J. M., Servières, M., & Moreau, G. (2012). A new typology of augmented reality applications. Proceedings of the 3rd Augmented Human International Conference (pp. 1-8). New York, NY, USA: Association for Computing Machinery.
  31. Panetta, K. (2017, October 3). Gartner. Retrieved September 20, 2019, from www.gartner.com/smarterwithgartner/gartner-top-10-strategic- technology-trends-for-2018
  32. Riley, D. (2018, March 1). Gucci employs VR and AR experiences for spring campaign. thecurrentdaily. Retrieved September 20, 2019, from thecurrentdaily.com/2018/03/01/gucci-spring2018-vr-ar-campaign
  33. Seo, Y. J. (2013). Effects of mobile application experience on brand commitment and loyalty : Focusing on experience through AR (Augmented Reality) based applications. Unpublished master's thesis, Ewha Womans University, Seoul.
  34. So, J. I., & Kim, S. H. (2013). The effects of augmented reality fashion application on pleasure, satisfaction and behavioral intention. The Research Journal of the Costume Culture, 21(6), 810-826. doi: 10.7741/rjcc.2013.21.6.810
  35. Son, H. Y. (2017, December 7). 네파, KT와 사물인터넷 기반 스 마트쇼핑 공동 마케팅 [Nepa and KT, Co-Marketing for smart shopping based on Internet of Things]. Dailian. Retrieved September 28, 2019, from www.dailian.co.kr/ news/view/678943/?sc
  36. Song, H. K. (2018). The effect of augmented reality on fashion product valuation. Unpublished master's thesis, Seoul National University, Seoul.
  37. Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
  38. Tak, M. J. (2013). A study on digital clothing augmented reality technology to support mobile fashion shopping. Unpublished doctoral dissertation, Dong-eui University, Busan.
  39. Taylor, G. (2018, November 28). Tenth street hats tries on AR, boosts conversion rates 33%. Retail TouchPoints. Retrieved September 20, 2019, from www.retailtouchpoints.com/features/retail-success- stories/tenth-street-hats-tries-on-ar-boosts-conversion-rates-33
  40. Thomas, B. H. (2012). A survey of visual, mixed, and augmented reality gaming. Computers in Entertainment, 10(3), 1-33. doi:10. 1145/2381876.2381879 https://doi.org/10.1145/2381876.2381879
  41. Wi, E. J., & Kim, S. H. (2017). A study on utilizing an AR-based event for brand experience. Journal of the Korean Society of Design Culture, 23(1), 379-390. doi:10.18208/ksdc.2017.23.1.379
  42. Won, J. W., & Park, J. W. (2015). Study on application plan of augmented reality APP for brand experience. Journal of Digital Design, 15(2), 101-110. doi:10.17280/jdd.2015.15.2.011
  43. Yun, H. Y. (2018). A study on the classification of augmented reality contents. Humanities Contents, 49, 71-91. doi:10.18658/humancon. 2018.06.49.71