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Immersive innovations for the communication of heritage, handcraft and sustainability.

Cross, Karen; Mesjar, Lyndsay; Steed, Josie; Jiang, Yang

Authors

Yang Jiang



Abstract

Textile and fashion brands convey core values through marketing, and in slow-fashion heritage brands this often includes skilled craftsmanship, authenticity, sustainability and provenance. As industry digitalisation continues, brands are employing immersive technologies – virtual (VR) or augmented (AR) reality – however there is scarce evidence of these being used to communicate craftsmanship or provenance. To explore this potential, survey participants were shown immersive and traditional marketing content and perceptions of brand image were sought. The immersive content elicited new brand associations compared with the traditional content, which may be desirable if targeting a younger or more fashion-forward demographic. However, the immersive content was less effective at inspiring participants to make a purchase, with many participants overwhelmed by the virtual environment. The research concludes that effective immersive content should incorporate a streamlined representation of brand identity and core values, utilising an accessible platform while the adoption of VR headsets remains limited.

Citation

CROSS, K., MESJAR, L., STEED, J. and JIANG, Y. [2023]. Immersive innovations for the communication of heritage, handcraft and sustainability. International journal of fashion design, technology and education [online], Latest Articles. Available from: https://doi.org/10.1080/17543266.2023.2277264

Journal Article Type Article
Acceptance Date Oct 25, 2023
Online Publication Date Nov 21, 2023
Deposit Date Nov 22, 2023
Publicly Available Date Nov 22, 2023
Journal International journal of fashion design, technology and education
Print ISSN 1754-3266
Electronic ISSN 1754-3274
Publisher Taylor and Francis
Peer Reviewed Peer Reviewed
DOI https://doi.org/10.1080/17543266.2023.2277264
Keywords Immersive technologies; Virtual reality (VR); Augmented reality (AR); Fashion; Heritage; Brand identity; Brand management
Public URL https://rgu-repository.worktribe.com/output/2126590

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