Dr Karen Cross k.a.cross@rgu.ac.uk
Associate Dean for Research
Dr Karen Cross k.a.cross@rgu.ac.uk
Associate Dean for Research
Mrs Lyndsay Mesjar l.mesjar@rgu.ac.uk
Research Assistant
Ms Josie Steed j.steed@rgu.ac.uk
Associate Dean for Research
Yang Jiang
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.
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 |
CROSS 2023 Immersive innovations for the (VOR)
(2.3 Mb)
PDF
Publisher Licence URL
https://creativecommons.org/licenses/by/4.0/
Well-being in liquid modernity: an annotated bibliography.
(2021)
Journal Article
Womenswear well-being warriors: a content analysis of female-targeted activewear brands on Instagram.
(2020)
Conference Proceeding
From augmented to authentic: weaving the past into the future.
(2019)
Presentation / Conference
Comfort in clothing: fashion actors and victims.
(2019)
Conference Proceeding
About OpenAIR@RGU
Administrator e-mail: publications@rgu.ac.uk
This application uses the following open-source libraries:
Apache License Version 2.0 (http://www.apache.org/licenses/)
Apache License Version 2.0 (http://www.apache.org/licenses/)
SIL OFL 1.1 (http://scripts.sil.org/OFL)
MIT License (http://opensource.org/licenses/mit-license.html)
CC BY 3.0 ( http://creativecommons.org/licenses/by/3.0/)
Powered by Worktribe © 2024
Advanced Search