• Fashion & Textile Research Journal
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• v.25 no.5
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• pp.578-592
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• 2023

This study identified and evaluated by deriving and categorizing concepts related to the user experience of metaverse fashion shows using grounded theory, which is a qualitative research method. Based on experiential marketing theory, in-depth interviews were conducted for 14 days with 14 males and females in their 20s and 30s. The research results and contents are as follows: The causal condition was the purpose of using metaverse fashion shows, and the action/interaction strategy caused by such a case was found to be establishing a system for metaverse fashion shows and promoting a positive brand image. The results included content evaluation of satisfaction, normal, or dissatisfaction. The contextual condition was a change in the form of consumption that emphasized experience, while the interventional condition was psychological distance. Based on this, the core category was defined as "consumption patterns that emphasized the purpose of use and experience affects the metaverse fashion shows and psychological distance appeared as a user experience evaluation through the establishment of a system of metaverse fashion shows and the promotion of a positive brand image". User types were classified as active or passive. Active users have the autonomy to select content according to their individual preferences, and accordingly, their experience preference tends to change. In contrast, passive users' preference for the technical quality of content is relatively low, but they have a high concentration of content diversity and audio-visual interest elements.

• Fashion & Textile Research Journal
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• v.25 no.1
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• pp.72-81
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• 2023

As changes in social and economic paradigms are accelerating, and non-contact has become the new normal due to the COVID-19 pandemic, metaverse services that build societies in online activities and virtual reality are spreading rapidly. This study analyzes the perception and trend of metaverse fashion using big data. TEXTOM was used to extract metaverse and fashion-related words from Naver and Google and analyze their frequency and importance. Additionally, structural equivalence analysis based on the derived main words was conducted to identify the perception and trend of metaverse fashion. The following results were obtained: First, term frequency(TF) analysis revealed the most frequently appearing words were "metaverse," "fashion," "virtual," "brand," "platform," "digital," "world," "Zepeto," "company," and "game." After analyzing TF-inverse document frequency(TF-IDF), "virtual" was the most important, followed by "brand," "platform," "Zepeto," "digital," "world," "industry," "game," "fashion show," and "industry." "Metaverse" and "fashion" were found to have a high TF but low TF-IDF. Further, words such as "virtual," "brand," "platform," "Zepeto," and "digital" had a higher TF-IDF ranking than TF, indicating that they had high importance in the text. Second, convergence of iterated correlations analysis using UNICET revealed four clusters, classified as "virtual world," "metaverse distribution platform," "fashion contents technology investment," and "metaverse fashion week." Fashion brands are hosting virtual fashion shows and stores on metaverse platforms where the virtual and real worlds coexist, and investment in developing metaverse-related technologies is under way.

• Journal of the Korea Fashion and Costume Design Association
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• v.26 no.2
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• pp.1-14
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• 2024

Digital transformation has been actively evolving through the use of digital platforms. The fashion industry also utilizes digital platforms and significant changes have become particularly evident in fashion shows. Therefore it is essential to research digital fashion shows. The purpose of this study is to analyze the evolution of digital fashion shows in terms of their form and characteristics in response to changes in digital platforms. The research method consisted of literature research and case analysis. In this study, the development stages of digital platforms were divided into four stages: Internet platforms, SNS platforms, Metaverse platforms, and Artificial Intelligence platforms. Results were derived by analyzing digital fashion shows published on digital platforms at each stage. Internet digital fashion shows were used as an ancillary implement for fashion shows. SNS digital fashion shows expanded the fashion presentation method by experimenting with various fashion show formats. The Metaverse Digital Fashion Show offers a unique experience by integrating Virtual Reality and digital technology to create visual effects customized for the virtual environment. The Artificial Intelligence digital fashion show used virtual graphics created using Artificial Intelligence. Digital fashion shows will continue to evolve and become a significant digital strategy for fashion content and brands. The change in the format of digital fashion shows clearly showcases the characteristics of each stage, but the formats appear to merge during the development process.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.3
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• pp.334-345
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• 2024

With the advent of Metaverse, a promising new era for business on virtual reality (VR) platforms has dawned. In this rapidly expanding Metaverse platform, the potential for virtual fashion marketing through avatars is vast, with leading fashion brands already making strides by creating virtual fashion stores or hosting virtual fashion shows. However, the research on fashion-related industries in this newly emerging virtual world platform is still in its infancy. This study sought to identify the relationship between the characteristics of the Metaverse and the factors that influence how the perceived value of virtual fashion products affects purchase intention. A survey was conducted with three hundred Korean respondents, and the hypothesis was verified through analysis using the SPSS statistical program. Our analysis revealed that the sense of presence significantly influences the value of fashion products on the Metaverse platform. As a result, the sense of presence significantly influenced the emotional, visual authority, and economic value of the avatar virtual fashion perceived by users. Second, enjoyment, visual authority, and economic value influence users' intention to purchase virtual fashion items. In addition, all of these perceived value factors were confirmed to have a significant partial mediating effect on the impact of the presence of the Metaverse platform on the purchase intention. Through this study, we empirically analyzed the causal relationship between the characteristics of the Metaverse platform and the virtual fashion experience using avatars - a topic that has yet to be covered. We formed new insights into virtual fashion consumption, providing primary data for related research streams. Our survey respondents consisted only of those with recent Metaverse experience, so the research results were highly effective.

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.475-480
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• 2023

As the digital fashion show developed through the pandemic period, this study analyzed the literature on the digital fashion show and presented basic data for the design of the metaverse fashion show space. Through keyword analysis, the flow of research was identified, and implications for space design for the metabus fashion show were derived through analysis of space, models and avatars, lighting, and communication. Through keyword analysis, it was possible to understand the conversion process of digital fashion show research in the pandemic situation. Metaverse fashion shows can express stages, avatars, and costumes that are impossible in the real world, but require design considering expressiveness. In the metaverse space, communication can be thought of as a designer's value delivery, digital marketing, and communication with customers.

• The Research Journal of the Costume Culture
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• v.31 no.2
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• pp.173-192
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• 2023

This study conducted in-depth interviews with experts to implement Hanbok shows on metaverse, which can contribute to the succession and development of Hanbok design and to establish a platform that fits the reality of the Hanbok industry and consumers. In-depth interviews were conducted to collect opinions from experts, and the derived contents were divided and analyzed using an affinity diagram. Experts were positive about the use of the metaverse platform of the Hanbok show in terms of impact, accessibility, exposure, virtual fitting, issuance of NFTs, and promotion of Hanbok brands. As a result of verifying the validity of the four components of metaverse, experts highly evaluated the possibility of using Hanbok shows in the order of virtual reality, augmented reality, mirror world, and lifelogging. Visuality, influence, marketing efficiency in virtual reality, immersion in augmented reality, fantasy and artistic elements, expression, diversity, and abundant experiences were expected. The platform's requirements emphasized realistic implementation equipment and technology, collaboration between Hanbok designers and producers, in addition to government support. Results of this study showed that appropriate target was analyzed to be in the 10-30s, and the appropriate price range was found to be able to sell at a discount of 40-80% compared to offline. This study provides useful implications for the service development of metaverse content, which will also be actively used in the Hanbok field, and can be used as basic data for reviving the Korean Hanbok industry and strengthening international competitiveness.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.1
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• pp.101-107
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• 2023

The purpose of this study is to research and develop the concepts and functions of the Metabus dog fashion show. Currently, as the pet-related industry grows rapidly, the pet fashion industry is also naturally growing. However, unlike the fast-growing fashion industry, it was not enough to meet the needs of dog owners. Therefore, this study attempted to develop a metaverse dog fashion show by supplementing the problems that arise when purchasing existing pet clothes through metaverse. As a research method, first, a survey was conducted on the rise in the actual pet-related industry and the social trends of metaverse and virtual fashion shows. Second, the existing dog clothing purchase characteristics were examined through user demand analysis, and user needs were derived. Third, the appropriate form of content was established, and a new content consumption environment called metaverse was analyzed and derived. Finally, functions were derived and developed to give users satisfaction. In the future, it is necessary to study a clear payment system in connection with the actual dog clothing business based on this.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.418-430
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• 2022

This study aims to analyze consumers' purchase decision-making process of buying avatar fashion items on the Metaverse platform. Drawing on the connection between the self-expression tendency of the MZ generation and that of avatars in the Metaverse, this study uses a qualitative research method to analyze how consumers express their self-image through the appearance of their avatars. Unlike previous studies on the clothing purchase decision-making process, this study shows that purchasing and consumption behavior involve the following six stages: recognizing desire, collecting information, evaluating alternatives, making purchases, evaluating the consumption, and post-purchase action-taking. In the first stage of the purchase decision-making process, consumers' desire arises with self-image expression and confirmation. In the second stage, consumers have a high tendency to shop in the best item category. In the alternative evaluation stage, consumers tend to seek items that match their highest standard while considering their personal preferences. In the fourth stage, when making actual purchases, unplanned purchase behavior often occurs along with an active practice of alternative evaluation. In the fifth stage, the evaluation of the consumption shows that consumers achieve satisfaction by applying a style to their avatars that they are unable to try in the real world. In the last stage, consumers often use their purchases to communicate their various styles with other online consumers. Therefore, we conclude that the online purchase decision-making process differs from the offline process as it is divided into six stages.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.929-942
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• 2023

Web 3.0 enables people and machines to connect, evolve, share, and use knowledge on an unprecedented scale and in new ways, drastically improving our Internet experience. The metaverse is a collective, virtual shared space supporting all digital activities. Prompted by the rapid growth of digital art and digital fashion, this theoretical analysis explores using Jean Baudrillard's simulation concept to create unique digital art non-fungible tokens (NFTs), allowing them to express and communicate ideas like real-world art. Specifically, this study analyzes 120 digital fashion portraits of humans and animals and classifies them under three types of simulacra covering four stages of Baudrillard's simulation process. The result shows that NFT fashion artworks reflect the core features of a digital reality by connecting and transcending the boundaries of cultures, genders, and nationalities. However, in the final simulation stage (the fourth step), the simulacrum can only coexist in the virtual world as a hyperreal object (the Type III of simulacrum): an object more real than reality.

• The Research Journal of the Costume Culture
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• v.31 no.3
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• pp.346-360
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• 2023

The pataphysics implemented by digital technology differs from the form of objects in the real world and is used throughout the cultural industry. This study aims to analyze the expression method of pataphysics as applied to modern fashion and derive its impact on the fashion industry. The research analyzes fashion images, shows, films, displays, and e-commerce, since 2016, when pataphysics began to be used in the fashion domain. Pataphysics, created by Alfred Zaire, appeared as an overlapping phenomenon that reflects physical phenomena in the virtual world. The expression method of pataphysics applied to modern fashion was divided into an augmented reality method based on immersion and interaction, a virtual platform-oriented metaverse, and a virtual model expressing a processed self. The influence of pataphysics applied to modern fashion is as follows. In the field of design, pataphysics affects the development of contemplative designs for innovation and creativity. Second, digital technology can expand the role of fashion at the intersection of art and fashion that takes a novel perspective through pataphysics. Third, e-commerce positively affects efficient production and consumption through virtual and economic models. In conclusion, this study's findings are expected to play a positive role in promoting creativity and innovation by introducing new perspectives and ideas into modern fashion through pataphysics.