Fashion Exhibitions: a Concept Proposal for Digitally Immersive Experiences
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Fashion Exhibitions: a concept proposal for digitally immersive experiences. by Annie Whittaker. 1 7,494 words Student number: 29858283 2 3 Executive Summary. his report investigates how consumers view Tand react to fashion exhibition experiences. Responses from primary and secondary research found that there is a greater need for the incorporation of immersive technology for luxury brand storytelling. It is proven this strengthens the ability to effectively communicate the exhibiting brand’s story and increases brand equity by using The analysis finds that fashion exclusivity, leaving traditional sales during the Covid-19 Virtual Reality (VR) technology exhibitions are used as a more exhibition strategies in jeopardy pandemic, as well as the need to (which currently, is relatively creative and expensive tactic until the pandemic’s end. continue brand narrative in the untouched in the fashion of marketing as opposed to face of communication channel industry) to the majority share traditional media campaigns. Following the critical analysis, disruptions. of luxury consumers - digital This tactic increases cognitive is a discussion of a proposed natives, Gen Z and Millenials. engagement by creating concept to address the issues of A compact brand audit follows emotional connections with a lack of immersive experience for luxury brand Givenchy. The The concept of fashion visitors through storytelling, and technology in fashion findings gathered that the brand exhibitions is critically whilst emanating brand exhibitions. This concept sits well below competitors in analysed within this research., authenticity. However, further proposes the integration of a terms of brand presence and It observes that people visit analysis finds that visitors VR experience to communicate consumer engagement. The these attractions for multiple aren’t as stimulated as they the exhibiting brand’s story in information gathered from reasons; entertainment, would expect from a luxury a visually and experientially the audit is applied to the the improvement of knowledge, brand experience. Immersive stimulating way to support the concept through visual aids and and social interactions. Taken experiences and technology are physical exhibition in a way that the 7Ps marketing mix to give from J. Dumazedier’s (1967) found to be lacking, and integral appeals to Gen Z and Millenials. a clearer example of how the definition of leisure, this multi- to marketing efforts of globally In addition to supporting concept addresses the need for faceted definition reveals the renowned luxury brands. the physical exhibition, the more immersive experiences in key factors fashion exhibitions Moreover, the luxury industry proposed VR brand experience fashion exhibitions. should take into consideration has found itself in deep waters as becomes available on-demand to ensure consumer satisfaction. Covid-19 disrupts the economy for consumers at home, that However, for brand’s exhibiting globally, threatening how luxury own VR headsets. This ideation their archives, intentions aren’t brands communicate with their is further backed by evidence simply to display artefacts. consumers whilst retaining of an increase in VR headset 4 5 Contents. Introduction. 8 Methodology. 11 Critical analysis. 12 Concept and Discussion. 20 Image. 1 Image. Why Luxury brands? 27 Brand Recommendation. 32 7 Ps Marketing Mix. 38 Conclusion. 40 6 7 Introduction. ‘let us remember how important it is to ashion exhibitions have been around for hundreds reach new standards of craftsmanship, F of years. As early as 1900, Paris played host to the and the beauty of all the things we use Exposition Universalle, which ‘included a museum devoted to reproduction historical fashion.’ in our daily lives’ (Clark, J. and De La Haye, A. and (King George VI) Horsley, J. 2014). In earlier years, dress was not esteemed worthy of collection, and for museum curators only ‘trimmings and accessories were collected as acceptance among curators, to sustain a long-term relationship world, how brands can ‘harness evidence of craft practice.’ ( be worthy of exhibiting. Since between brand and consumer truly human-first (rather than Clark, J. and De La Haye, A. then, luxury designers and (Choi, H. et al, 2014). consumer-led) thinking to play and Horsley, J. 2014). However, photographers have exhibited a meaningful role in people’s in his speech in 1946 at the their archives globally, with Additionally, the Covid-19 lives’ (Hillier, L. and Gilliand, opening of the Britain Can great success, such as; Fashion: pandemic caught many brands N. 2020), and actually utilise Make It (BCMI) exhibition at the An Anthology by Cecil Beaton off guard. With the closure the extraordinary technology Victoria and Albert museum in 1971; the Yves Saint Laurent of all non-essential stores, available to reach people (V&A), King George VI said “let exhibition at the Metropolitan Econsultancy (2020) predicted everywhere, and engage in us remember how important Museum of Art in New York that UK fashion retail alone will meaningful brand experiences. it is to reach new standards of 1983 organised by Diana see a loss of £12.6bn in 2020, craftsmanship, and the beauty Vreeland; Alexander McQueen’s despite a number of brands This report investigates of all the things we use in Savage Beauty in 2011; Christian continuing to operate their how’s consumers engage in our daily lives” (British Pathé, Dior: Designer of Dreams 2019; online platforms. With this exhibitions, and how the 2014). Displaying contemporary and Christian Louboutin: in mind, brands have found experience could be improved fashion, as opposed to historical L’Exhibition[ist] 2020. themselves ill prepared and to become more immersive artefacts, this exhibition was unable to connect with their utilising modern technology the first of its kind for the The most recent exhibitions consumer above the noise to keep in line with luxury V&A, and attracted a record mentioned above have been of the pandemic, and whilst consumer expectations, with breaking 1.4 million visitors able to use the exhibition consumers have been confined the aim to communicate a (Paul Holberton Publishing, space as an additional platform to their own homes. Should strong and interesting brand 2017). The success of BCMI to engage consumers out of this really be an issue brands narrative that will leave lasting lays with an opportunity to a retail setting. Rather, the are having even in the face of memories and stronger showcase to a war torn Britain, exhibition space allows a brand a pandemic in the 21st century, emotional impacts. Luxury what to expect from industrial to showcase the house’s history what with all the innovative fashion brand Givenchy, will be British design in the years to and it’s narrative, using emotion technology out there? Perhaps it used as an example toward the follow, and ‘emphasised how to connect with consumers is possible that a fashion house end of the report to apply to the intrinsic industrial design was rather than a transaction of yet to adopt an exhibition suggested concept and give a to economic renewal.’ (V&A, goods for money. This enhances platform, could follow in clearer understanding of how 2020). BCMI helped pathe the consumer’s perceptions of the footsteps of BCMI, and and why this concept will work. way for contemporary fashion’s brand authenticity helping to showcase to a post Covid-19 8 9 Metho dology. he research conducted in this report will be used Tto form outcomes based on predominantly secondary methodologies, with some primary methods where possible. The report contains evidence of findings from academic journals, video footage, podcasts, books and ebooks, as well as research and news reports accessed through the University of Southampton library and outside sources. The evidence gathered aims to support the project aim to create an experiential concept Amber Butchart. However, due statistics regarding consumer that strengthens the exhibition to the outbreak of Covid-19 behaviours are used to support experience whilst observing during the early stages of this conclusions about successful consumer/visitor behaviour report being produced, the and/or non successful fashion and technology adoption. gathering of primary research exhibitions. Likewise, data and in this sense is severely limited, statistics from market research In addition, the primary research and reaching the targeted reports are used to observe the methods conducted are in the interviewees more challenging. adoption of certain technologies form of questionnaires. The By the end of the completion amongst consumer groups, Image. 2 Image. respondents are those that have of this report, none of the whereby the results are used visited fashion exhibitions, and potential interviewees had to support the final proposed share their experiences through come forward to participate. outcome of this report. a set of 10 questions. Responses Both questionnaire and were gathered via multiple interview methods followed the The use of qualitative data choice questions and written University of Southampton’s (collected from the primary opinions so as to gain both ERGO processes, to ensure research conducted as well qualitative and quantitive data. adherence to GDPR and health as trusted subject related and safety measures for all literature) is used to form Another desired method for parties involved. valuable arguments to ensure the research was to conduct a well rounded conclusion, interviews with industry Quantitive data and statistics are having considered critically, a specialists from the V&A, Bath used to recognise any possible range of views and opinions on Fashion Museum, and Aro sales growth and/or brand the subject matter. This data has Archive, London, as well as adoption as a result of brands informed the direction of the historian, author and presenter, exhibiting archives. Data and final proposed concept. 10 11 Critical analysis. he V&A has played host to a number of fashion Texhibitions in its time, and the success for both brand and/or hosting museum has ‘Young people are inspired fashion exhibitions further afield.