The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Examining conducting Hanbok fashion shows in the metaverse

한복 패션쇼의 메타버스 구현을 위한 탐색적 연구

  • Eunju Park (Dept. of Fashion Industry, Sungshin Women's University) ;
  • Young-Ju Rhee (Dept. of Fashion Industry, Sungshin Women's University)
  • 박은주 (성신여자대학교 의류산업학과) ;
  • 이영주 (성신여자대학교 의류산업학과)
  • Received : 2023.02.22
  • Accepted : 2023.03.17
  • Published : 2023.04.30
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Abstract

This study conducted in-depth interviews with experts to implement Hanbok shows on metaverse, which can contribute to the succession and development of Hanbok design and to establish a platform that fits the reality of the Hanbok industry and consumers. In-depth interviews were conducted to collect opinions from experts, and the derived contents were divided and analyzed using an affinity diagram. Experts were positive about the use of the metaverse platform of the Hanbok show in terms of impact, accessibility, exposure, virtual fitting, issuance of NFTs, and promotion of Hanbok brands. As a result of verifying the validity of the four components of metaverse, experts highly evaluated the possibility of using Hanbok shows in the order of virtual reality, augmented reality, mirror world, and lifelogging. Visuality, influence, marketing efficiency in virtual reality, immersion in augmented reality, fantasy and artistic elements, expression, diversity, and abundant experiences were expected. The platform's requirements emphasized realistic implementation equipment and technology, collaboration between Hanbok designers and producers, in addition to government support. Results of this study showed that appropriate target was analyzed to be in the 10-30s, and the appropriate price range was found to be able to sell at a discount of 40-80% compared to offline. This study provides useful implications for the service development of metaverse content, which will also be actively used in the Hanbok field, and can be used as basic data for reviving the Korean Hanbok industry and strengthening international competitiveness.

Keywords

References

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