가상 패션쇼 표현 특성 분석과 패션 브랜드 커뮤니케이션 전략 연구

초록

This study aims to organize the fashion expressive characteristics and brand communication strategies of virtual fashion shows amid the expanding digital media environment and the accelerating online shift of fashion shows, and to derive implications through a comparative analysis of domestic and international cases. It positions the digital fashion show as a superordinate concept and defines a virtual fashion show as a format in which collections unfold in virtual space through the integration of digital garments and digital embodiment. Based on a qualitative analysis combining a literature review and case studies, the study summarizes expressive characteristics into six categories: dematerialized digital garments, the reconfiguration of styling and silhouettes driven by digital embodiment, visualization of materials, formal expansion and styling transformation, story- and concept-led structuring, and enhanced participation and experience. It also proposes an analytical framework by organizing communication strategies into five dimensions: concept- and storytelling-centered messaging, experience- and participation-based structuring, platform diffusion and multi-layer distribution, reinforcement of visual and sensory messages, and the integrated operation of expression and delivery. Applying this framework to three domestic and three international cases, the findings indicate that domestic cases—aligned with the operating logics of retail and media platforms—tend to prioritize readability, information delivery, and purchase conversion, whereas international cases more strongly foreground concept building and participatory experiences grounded in game and metaverse environments. The study further suggests that virtual fashion shows can be grouped into four types—platform runway-based, distribution-oriented content, game-based experiential, and showcase- oriented —and offers practical guidelines for planning collection presentations and brand communication strategies in virtual environments.

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