In a digitalising world, technological innovations hold a revolutionary potential for the fashion industry. As everything is virtually connected, fashion could evolve to occupy a prominent position online, alongside other industries like entertainment. Social media, video games and the Metaverse at large could offer fashion companies a platform to showcase their latest collections, sell virtual products and engage with their (potential) customers. Virtual markets are growing at a rapid pace. Virtual clothes and accessories are gaining popularity among young people. Additionally, the Coronavirus pandemic had a negative impact on almost all industries, including fashion and retail. “With the proposed idea of quarantine during the coronavirus period, 80% of people are avoiding shopping from brick-and-mortar stores and malls” (Srivastava, 2022). The use of digital products for avatars and virtual characters in video games and other virtual platforms (like online conferencing) has become part of the modernizing strategy of innovative companies. “Going digital” means keeping up with change, while also striving for sustainability and increasing brand awareness. In the current climate of exponential technologies, digital clothes in social media and video games have emerged as a new trend, despite existing for several years already, albeit not at the current scale. Nowadays, being present and interacting with others in the virtual world is becoming more accessible and desirable for a wider population. This thesis aims to investigate the topics included: Analyze the current situation of digital clothes in the virtual market and examine the platforms and technology that are required for virtual fashion.
In un mondo in via di digitalizzazione, le innovazioni tecnologiche hanno un potenziale rivoluzionario per l'industria della moda. Poiché tutto è virtualmente connesso, la moda potrebbe evolversi per occupare una posizione di rilievo online, insieme ad altri settori come l'intrattenimento. I social media, i videogiochi e il Metaverso in generale potrebbero offrire alle aziende di moda una piattaforma per mostrare le loro ultime collezioni, vendere prodotti virtuali e interagire con i loro (potenziali) clienti. I mercati virtuali stanno crescendo a un ritmo rapido. Gli abiti e gli accessori virtuali stanno guadagnando popolarità tra i giovani. Inoltre, la pandemia di Coronavirus ha avuto un impatto negativo su quasi tutti i settori, compresi moda e vendita al dettaglio. "Con l'idea proposta di quarantena durante il periodo del coronavirus, l'80% delle persone evita di fare acquisti nei negozi e nei centri commerciali fisici" (Srivastava, 2022). L'uso di prodotti digitali per avatar e personaggi virtuali nei videogiochi e in altre piattaforme virtuali (come le conferenze online) è diventato parte della strategia di modernizzazione delle aziende innovative. "Diventare digitale" significa stare al passo con il cambiamento, lottando anche per la sostenibilità e aumentando la consapevolezza del marchio. Nell'attuale clima di tecnologie esponenziali, gli abiti digitali nei social media e nei videogiochi sono emersi come una nuova tendenza, nonostante esistano già da diversi anni, anche se non alla scala attuale. Al giorno d'oggi, essere presenti e interagire con gli altri nel mondo virtuale sta diventando più accessibile e desiderabile per una popolazione più ampia. Questa tesi si propone di approfondire gli argomenti inclusi: Analizzare la situazione attuale degli abiti digitali nel mercato virtuale ed esaminare le piattaforme e le tecnologie necessarie per la moda virtuale.
Digital clothes : fashion in the virtual world
Movasagh, Fateme
2020/2021
Abstract
In a digitalising world, technological innovations hold a revolutionary potential for the fashion industry. As everything is virtually connected, fashion could evolve to occupy a prominent position online, alongside other industries like entertainment. Social media, video games and the Metaverse at large could offer fashion companies a platform to showcase their latest collections, sell virtual products and engage with their (potential) customers. Virtual markets are growing at a rapid pace. Virtual clothes and accessories are gaining popularity among young people. Additionally, the Coronavirus pandemic had a negative impact on almost all industries, including fashion and retail. “With the proposed idea of quarantine during the coronavirus period, 80% of people are avoiding shopping from brick-and-mortar stores and malls” (Srivastava, 2022). The use of digital products for avatars and virtual characters in video games and other virtual platforms (like online conferencing) has become part of the modernizing strategy of innovative companies. “Going digital” means keeping up with change, while also striving for sustainability and increasing brand awareness. In the current climate of exponential technologies, digital clothes in social media and video games have emerged as a new trend, despite existing for several years already, albeit not at the current scale. Nowadays, being present and interacting with others in the virtual world is becoming more accessible and desirable for a wider population. This thesis aims to investigate the topics included: Analyze the current situation of digital clothes in the virtual market and examine the platforms and technology that are required for virtual fashion.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/187642