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The role of stereoscopic 3D virtual reality in fashion advertising and consumer learning
Author(s)
Date Issued
2015
Publisher
Springer Gabler.
ISBN
978-3-658-10557-0
978-3-658-10558-7
Citation
In P. Verlegh, H. Voorveld, & M. Eisend (Eds),2015, European Advertising Association (EAA) Advances in Advertising Research Series (Vol. VI) (pp. 75-84), Springer Gabler
Type
Book Chapter
Abstract
The fashion show is the heart of the fashion advertising and promotional activities. Every fashion show does not simply an advertising event exhibiting designers’ collections to the consumers, but it also tips off multi-million-dollar activities across various business domains, which includes marketing, manufacturing, merchandising, retailing, public media, and so on. Fashion show also evidenced the development of distribution channel. Since the first modern fashion show at Ehrich Brothers, New York City in 1903 (Fortini, 2006), fashion shows have been going through drastic changes in nature and even evidenced the evolving process of distribution channels in advertising and retailing
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