Top

Hint

Swipe to navigate through the chapters of this book

Published in:

Read chapter Read first chapter

2020 | OriginalPaper | Chapter

14. The Future of Fashion Films in Augmented Reality and Virtual Reality

Authors : Peter Bug, Melina Bernd

Published in: Fashion and Film

Publisher: Springer Singapore

Abstract

This chapter provides insights into the future of fashion film with respect to augmented reality and virtual reality technologies. The question: How does augmented reality and virtual reality influence the future of fashion film? Is therefore considered. It is important to analyze the influence of those technologies on fashion films to assess the potential for fashion retailers and in best case gain first-mover advantages. To answer the stated research question, the literature research was conducted to gain insights about the topic and its influence toward fashion filming. Explanation of augmented reality and virtual reality is provided as well as implications in the retail sector regarding fashion films. Moreover, company examples already using this approach have been compiled. Furthermore, an empirical research part was conducted including a survey method based on an online survey design. The questionnaire is based on what has been revealed in the literature to gain in-depth insides and approval. The data gained indicated that augmented reality and virtual reality influence the future of fashion film in various ways. The findings highlight how important those technologies can be in order to enhance customer experience and engagement. Regarding the research question, the conclusion can be drawn that it is highly Important for fashion managers to take future developments like augmented reality and virtual reality into account to stay competitive and satisfy the requirements of modern consumers.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Analysis of Moving Images in Fashion Stores in Stuttgart

10 Examples of Augmented Reality in Retail. (2014, March 17). Retrieved June 16, 2018, from http://www.creativeguerrillamarketing.com/augmented-reality/10-examples-augmented-reality-retail/.

Alshaal, S. E., Michael, S., Pamporis, A., Herodotou, H., Samaras, G., & Andreou, P. (2016). Enhancing virtual reality systems with smart wearable devices. In 2016 17th IEEE International Conference on Mobile Data Management (MDM) (Vol. 1, pp. 345–348). https://doi.org/10.1109/MDM.2016.60.

Alvarez, E. (2017, January 30). Gap envisions a future with augmented-reality “dressing rooms.” Retrieved June 16, 2018, from https://www.engadget.com/2017/01/30/gap-augmented-reality-dressing-rooms/.

Apparelresources. (2018, March 14). Zara dabbles with augmented reality tech. Retail News UK. Retrieved June 23, 2018, from https://apparelresources.com/business-news/retail/zara-dabbles-augmented-reality-tech/.

Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators and Virtual Environments, 6(4), 355–385. https://doi.org/10.1162/pres.1997.6.4.355. CrossRef

Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120–141. CrossRef

Bloom, A. (2017, November 8). Op-Ed | Why augmented reality changes everything. Retrieved May 14, 2018, from https://www.businessoffashion.com/articles/opinion/op-ed-why-augmented-reality-changes-everything.

Booth, J. (2016, March 28). How virtual reality will change the way you shop. Retrieved June 10, 2018, from http://time.com/4273885/virtual-reality-shopping/.

Bricken, M., & Byrne, C. M. (1992). Summer students in virtual reality: A pilot study on educational applications of virtual reality technology. Retrieved from https://eric.ed.gov/?id=ED358853.

Carmigniani, J., Furht, B., Anisetti, M., Ceravolo, P., Damiani, E., & Ivkovic, M. (2011). Augmented reality technologies, systems and applications. Multimedia Tools and Applications, 51(1), 341–377. https://doi.org/10.1007/s11042-010-0660-6. CrossRef

Cassidy, A. (2016, March 12). What does virtual reality mean for advertising in 2016? The Guardian. Retrieved from http://www.theguardian.com/media-network/2015/dec/03/virtual-reality-in-advertising-2016.

Coates. (1992, March). Program from invisible site—A virtual show, a Multimedia Performance Work Presented by George Coates. San Francisco, CA: Performance Works.

Cosco, A. (2016, August 3). A guide to fashion and virtual reality. Retrieved June 5, 2018, from https://electricrunway.com/a-guide-to-fashion-and-virtual-reality/.

Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243–256. https://doi.org/10.1016/j.techfore.2016.09.032. CrossRef

Di Serio, Á., Ibáñez, M. B., & Kloos, C. D. (2013). Impact of an augmented reality system on students’ motivation for a visual art course. Computers & Education, 68, 586–596. https://doi.org/10.1016/j.compedu.2012.03.002. CrossRef

Dietz, J. (2018, April 13). E-commerce: Zara: Augmented reality geht an den Start. Retrieved June 5, 2018, from http://www.textilwirtschaft.de/business/unternehmen/e-commerce-zara-augmented-reality-geht-an-den-start-209695.

Digi-Capital. (2018, January). Ubiquitous $90 billion AR to dominate focused $15 billion VR by 2022. Retrieved June 23, 2018, from https://www.digi-capital.com/news/2018/01/ubiquitous-90-billion-ar-to-dominate-focused-15-billion-vr-by-2022/#.Wy5XWKkyU_V.

Dimitrova, K. (2015, March 7). HOW FASHION PLAYS WITH VIRTUAL REALITY—Interlaced. Retrieved June 5, 2018, from http://interlaced.co/fashion-virtual-reality/.

Dormehl, L. (2017, November 13). 8 virtual reality milestones that took it from sci-fi to your living room. Retrieved June 16, 2018, from https://www.digitaltrends.com/cool-tech/history-of-virtual-reality/.

Dowsett, S. (2018, March 13). Zara to lure millennials with augmented reality displays. Retrieved June 16, 2018, from https://www.businessoffashion.com/articles/news-analysis/zara-to-lure-millennials-with-augmented-reality-displays.

ELLE Team. (2017, April 28). Gucci just released a virtual reality fashion film. Retrieved June 5, 2018, from http://elle.in/fashion/gucci-virtual-reality-fashion-film/.

Eventual. (2017, August 1). Fashion and virtual reality—The new way to impress your consumers. Retrieved June 5, 2018, from https://www.eventual.space/fashion-virtual-reality/.

Gardonio, S. (2017, December 8). Augmented and virtual reality shopping—Retailers beware. Retrieved June 20, 2018, from https://www.iotforall.com/augmented-virtual-reality-shopping/.

Greenbaum, P. (1992). The lawnmower man. Film video, 9(3), 58–62.

Harris, P., Rettie, R., & Cheung, C. K. (2005). Adoption and usage of M-commerce: A cross-cultural comparison of Hong Kong and the United Kingdom. Journal of Electronic Commerce Research, 6, 210–224.

Hendriksz, V. (2017, September 29). Burberry taps Apple’s augmented reality platform for app. Retrieved June 11, 2018, from https://fashionunited.uk/news/business/burberry-taps-in-apple-s-augmented-reality-platform-for-app/2017092926069.

Henrysson, A., Billinghurst, M., & Ollila, M. (2005). Face to face collaborative AR on mobile phones. Fourth IEEE & ACM international symposium on mixed & augmented reality (ISMAR′05) (pp. 80–89), 10p. ISBN 9780769524597.

Houston, T. (2011, May 12). Kinect virtual dressing room at Topshop Lets Ladies “Try On” Clothes | HuffPost. Retrieved June 11, 2018, from https://www.huffingtonpost.com/2011/05/11/kinect-dressing-room_n_860740.html?guccounter=1.

Howland, D. (2016, February 29). The new realities of VR and retail. Retrieved June 9, 2018, from https://www.retaildive.com/news/the-new-realities-of-vr-and-retail/414482/.

Huffingtonpost. (2017, May 25). 4 reasons why fashion brands are adopting virtual reality. Retrieved June 5, 2018, from https://www.huffingtonpost.ca/awane-jones/virtual-reality-fashion_b_10069340.html?guccounter=2.

Huang, T.-L., & Hsu Liu, F. (2014). Formation of augmented-reality interactive technology’s persuasive effects from the perspective of experiential value. Internet Research: Electronic Networking Applications and Policy, 24. https://doi.org/10.1108/IntR-07-2012-0133. CrossRef

IPSOS. (2016, June 30). Was Shopper wirklich wollen: Aktuelle Omnichannel-Strategien. Retrieved June 30, 2018, from https://www.ipsos.com/de-de/was-shopper-wirklich-wollen-aktuelle-omnichannel-strategien.

ITPP. (2016, March 10). Interview: Virtual reality (VR) in the fashion industry. Retrieved June 5, 2018, from https://www.itproportal.com/2016/03/10/interview-virtual-reality-vr-in-the-fashion-industry/.

Jauntxr. (2015, March 11). The North Face and Jaunt Create and Launch “The North Face VR” leading with breathtaking virtual reality experiences in Yosemite National Park and Moab. Retrieved June 16, 2018, from https://www.jauntxr.com/news/the-north-face-and-jaunt/.

Jiang, E. (2017, February 28). Virtual reality: Growth engine for fashion? | Fashion-Tech | BoF. Retrieved June 11, 2018, from https://www.businessoffashion.com/articles/fashion-tech/virtual-reality-growth-engine-for-fashion.

Jung, T., & Tom Dieck, M. C. (2018). Augmented reality and virtual reality. [Elektronische Ressource] : Empowering human, place and business. Cham: Springer.

Kang, M. J.-Y. (2014). Augmented reality and motion capture apparel e-shopping values and usage intention. International Journal of Clothing Science and Technology, 26(6), 486–499. https://doi.org/10.1108/IJCST-05-2013-0055. CrossRef

Kendal, R. (2018, January 3). What virtual reality means for retail in 2018. Retrieved May 10, 2018, from http://www.mytotalretail.com/article/retail-vr-what-virtual-reality-means-for-retail-in-2018/.

Kim, J., Fiore, A. M., & Lee, H. (2006). The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses. International Journal of Retail & Distribution Management, 34(8), 621–644. https://doi.org/10.1108/09590550610675949. CrossRef

Kim, J., & Forsythe, S. (2008a). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45–59. https://doi.org/10.1002/dir.20113. CrossRef

Kim, J., & Forsythe, S. (2008b). Sensory enabling technology acceptance model (SE-TAM): A multiple-group structural model comparison. Psychology & Marketing, 25(9), 901–922. https://doi.org/10.1002/mar.20245. CrossRef

Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41(3), 195–203. CrossRef

Kounavis, C. D., Kasimati, A. E., Zamani, E. D., & Giaglis, G. M. (2012). Enhancing the tourism experience through mobile augmented reality: Challenges and prospects. Retrieved from https://www.dora.dmu.ac.uk/xmlui/handle/2086/12022.

KPMG. (2016). Virtual und Augmented Reality: Neue Dimensionen der Realität | KPMG | DE. Retrieved from https://home.kpmg.com/de/de/home/themen/2016/04/neue-dimensionen-der-realitaet.html.

KPMG. (2017, November 23). AR and VR—New realities for business | KPMG | AU. Retrieved June 9, 2018, from https://home.kpmg.com/au/en/home/insights/2017/11/augmented-reality-virtual-reality-for-business.html.

Lee, H., Chung, N., & Jung, T. (2015). Examining the cultural differences in acceptance of mobile augmented reality: Comparison of South Korea and Ireland (pp. 477–491). https://doi.org/10.1007/978-3-319-14343-9_35.

Lee, S.-G., Trimi, S., & Kim, C. (2013). The impact of cultural differences on technology adoption. Journal of World Business, 48(1), 20–29. https://doi.org/10.1016/j.jwb.2012.06.003. CrossRef

Li, H., Daugherty, T., & Biocca, F. (2001). Characteristics of virtual experience in electronic commerce: A protocol analysis. Journal of Interactive Marketing, 15(3), 13–30. https://doi.org/10.1002/dir.1013. CrossRef

LVMH. (2015, June 12). Dior creates its own virtual reality headset. Retrieved June 11, 2018, from https://www.lvmh.com/news-documents/news/dior-creates-its-own-virtual-reality-headset/.

Mann, M. K., Liu-Thompkins, Y., Watson, G. S., & Papelis, Y. E. (2015). A multidisciplinary examination of 3D virtual shopping environments: Effects on consumer perceptual and physiological responses. In Ideas in marketing: Finding the New and Polishing the Old (pp. 752–755). Springer, Cham. https://doi.org/10.1007/978-3-319-10951-0_277.

Mastercard. (2017, September 25). Mastercard and Swarovski launch virtual reality shopping experience. Retrieved June 11, 2018, from https://newsroom.mastercard.com/press-releases/mastercard-and-swarovski-launch-virtual-reality-shopping-experience/.

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment☆11☆This article is based upon the first author’s doctoral dissertation completed while at Georgia Institute of Technology. Journal of Retailing, 77(1), 39–56. https://doi.org/10.1016/S0022-4359(00)00045-2. CrossRef

Milnes, H. (2016, April 19). “VR isn”t scalable’: Bursting the in-store digital tech bubble—Digiday. Retrieved June 9, 2018, from https://digiday.com/marketing/retailtech2016-vr-isnt-scalable-bursting-the-in-store-digital-tech-bubble/.

Nila, A. (2017, August 5). Virtual and augmented reality in fashion: How brands like Burberry and Bulgari are increasingly adopting immersive VR and AR technology. Retrieved May 1, 2018, from https://www.lofficielsingapore.com/fashion/virtual-augmented-reality-in-fashion-brands-like-burberry-bulgari-are-using-immersive-vr-ar-technology.

Pantano, E. (2014). Innovation drivers in retail industry. International Journal of Information Management, 34, 344–350. https://doi.org/10.1016/j.ijinfomgt.2014.03.002. CrossRef

Pantano, E., & Pietro, L. D. (2012). Understanding consumer’s acceptance of technology-based innovations in retailing. Journal of Technology Management & Innovation, 7(4), 1–19. https://doi.org/10.4067/S0718-27242012000400001. CrossRef

Pantano, E., & Viassone, M. (2014). Demand pull and technology push perspective in technology-based innovations for the points of sale: The retailers evaluation. Journal of Retailing and Consumer Services, 21(1), 43–47. https://doi.org/10.1016/j.jretconser.2013.06.007. CrossRef

Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward Omnichannel Retailing. International Journal of Electronic Commerce, 18(4), 5–16. https://doi.org/10.2753/JEC1086-4415180400. CrossRef

Plummer, L. (2016, May 16). High fashion is finally embracing virtual reality. Retrieved June 5, 2018, from http://www.wired.co.uk/article/virtual-runway-high-fashion.

Poncin, I., & Ben Mimoun, M. S. (2014). The impact of “e-atmospherics” on physical stores. Journal of Retailing and Consumer Services, 21(5), 851–859. https://doi.org/10.1016/j.jretconser.2014.02.013. CrossRef

Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229–234. https://doi.org/10.1016/j.jretconser.2016.10.005. CrossRef

Retail-Innovation. (2013, January 1). Topshop in Moscow had a virtual fitting room on trial. Retrieved June 11, 2018, from http://retail-innovation.com/topshop-in-moscow-had-a-virtual-fitting-room-on-trial.

Retailperceptions. (2016, October). The impact of augmented reality on retail. Retrieved June 11, 2018, from http://www.retailperceptions.com/2016/10/the-impact-of-augmented-reality-on-retail/.

Schmalstieg, D., & Höllerer, T. (2016). Augmented reality : Principles and practice. Boston, MA; Munich: Addison-Wesley, [2016].

Shankar, V., Inman, J. J., Mantrala, M., Kelley, E., & Rizley, R. (2011). Innovations in shopper marketing: Current insights and future research issues. Journal of Retailing, 87, S29–S42. https://doi.org/10.1016/j.jretai.2011.04.007. CrossRef

Sheehan, A. (2018a, February 21). How these retailers use augmented reality to enhance the customer experience. Retrieved June 11, 2018, from https://www.shopify.com/retail/how-these-retailers-are-using-augmented-reality-to-enhance-the-customer-experience.

Sheehan, A. (2018b, March 27). High-Tech helpers: How retailers are using AR to enhance the in-store experience. Retrieved June 29, 2018, from https://www.shopify.com/retail/high-tech-helpers-how-retailers-are-using-ar-to-enhance-the-in-store-experience.

Sheehan, A. (2018c, April 4). How retailers bring the in-store experience into customers’ homes with AR technology. Retrieved June 29, 2018, from https://www.shopify.com/retail/retail-ar-technology-at-home.

Statista. (2016, June). Forecast augmented and virtual reality software users by segment 2020–2025. Retrieved June 27, 2018, from https://www.statista.com/statistics/610126/worldwide-forecast-augmented-and-mixed-reality-software-users-by-segment/.

Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42, 73–93. CrossRef

Teo, T. S. H., & Pian, Y. (2003). A contingency perspective on Internet adoption and competitive advantage. European Journal of Information Systems, 12(2), 78–92. https://doi.org/10.1057/palgrave.ejis.3000448. CrossRef

Truong, A. (2015, July 29). Mark Zuckerberg explains why VR is going to be a huge deal for Facebook. Retrieved June 9, 2018, from https://qz.com/467495/mark-zuckerberg-explains-why-vr-is-going-to-be-a-huge-deal-for-facebook/.

Ulita, P. (2016, October 19). WHAT IS A FASHION FILM?—BFFF. Retrieved June 18, 2018, from http://berlinfashionfilmfestival.net/blog/what-is-a-fashion-film.

Varadarajan, R., Srinivasan, R., Vadakkepatt, G. G., Yadav, M. S., Pavlou, P. A., Krishnamurthy, S., et al. (2010). Interactive technologies and retailing strategy: A review, conceptual framework and future research directions. Journal of Interactive Marketing, 24(2), 96–110. https://doi.org/10.1016/j.intmar.2010.02.004. CrossRef

VirtualReality12. (2016, October 13). Virtual reality: Introduction of VR. Retrieved from https://virtualreality12.blogspot.com/2016/10/introduction-of-vr.html.

VRS. (2017, May 5). Virtual reality in fashion. Retrieved June 10, 2018, from https://www.vrs.org.uk/virtual-reality-applications/fashion.html.

VRS. (2018, April 19). What is virtual reality? Retrieved April 19, 2018, from https://www.vrs.org.uk/virtual-reality/what-is-virtual-reality.html.

Zagel, C. (2016). Service Fascination. In Service Fascination (pp. 89–136). Wiesbaden: Springer Gabler. https://doi.org/10.1007/978-3-658-11673-6_3.

Zaidi, D. (2018, April 15). Augmented reality (AR)—Fashion brands gear up for a “digital makeover.” Retrieved June 16, 2018, from https://hackernoon.com/augmented-reality-ar-fashion-brands-gear-up-for-a-digital-makeover-eb57cc738686.

Zimmermann, F. (2016, October 10). Einsatz von virtual reality im online-shopping und im E-commerce. Retrieved June 10, 2018, from https://www.versacommerce.de/blog/virtual-reality-im-e-commerce-next-big-thing-oder-total-ueberbewertet.

Zugara. (2018, June 9). Webcam social shopper. Retrieved June 9, 2018, from https://zugara.com/virtual-dressing-room-technology/webcam-social-shopper.

Title: The Future of Fashion Films in Augmented Reality and Virtual Reality
Authors: Peter Bug
Melina Bernd
Publisher: Springer Singapore
Book: Fashion and Film
Print ISBN: 978-981-13-9541-3

Electronic ISBN: 978-981-13-9542-0

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-981-13-9542-0_14