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Advergames on Facebook a New Approach to Improve the Fashion Marketing International Design Journal Volume 2 Issue 2 Design Issues Advergames on Facebook a new approach to improve the Fashion Marketing Dr. Wesam M. Ayada Lecturer of Advertising design, Advertising Dept., Faculty of Applied Arts, Damietta University Dr. Nessreen A. Elmelegy Lecturer of Fashion design, Ready Made Garments Dept., Faculty of Applied Arts, Damietta University Abstract: Social media technologist helps people with similar interests or behaviors find and meet each other and share problems and solutions. You can use social media to improve efficiency in any customer or internal corporate communication. Social networks in the Fashion industry are advertising styles that allows brands to connect with their target market through outlets such as Facebook, Twitter, and YouTube. Until recently, the fashion industry has been fashionably late to the social media party, refusing to adopt it at all, or merely adopting one-way communication via social networks for sales and promotions. Facebook as one of the largest used social network with more than 900 million active users introduced online videogames to its users as a way of entertaining for them. In addition to advergames who are those types of games where we can share advertisements, most of them can be seen inside, but always an advergame is related to a particular brand or product. The Objectives of the research is to examine out how online videogames on facebook can be used as an indirect advergames with its telepresence and product experience embedded in the computer game to affect users’ intention to purchase the proposed costumes' fashion designs. We propose to use the avatars in online videogames which present players inside the game as models to present the fashion designers' collections, as a novel way of online fashion advertising. The research assume that players (customer) can be introduced to different fashion designs for different brands or designers with the ability to purchase them online while they are playing in an entertaining way differ from advertisements that appear suddenly and interrupt them. For producers this can give a good feed back to the designer or factory about the most popular designs pecked by players in every network, which can help them to improve their marketing strategies in real mark. In addition to converting online videogames to advergames which is not related to a particular brand or product can give the chance to any brand to introduce its designs to different types of consumers. The researchers are going to examine this work by making an experimental work by choosing an online videogame and present it as a new medium for advertising (convert it to advergame) and applying in through designing a fashion collection and applying it on the avatars and also insert the fashion collection as a fashion show that can appear to the player during his interactive with the game. Keywords: Advergames, Social Networks, Facebook, Fashion Marketing, Online Fashion Marketing. to join them to identify their products. Online Introduction videogames were one of the products introduced Social networks as facebook and twitter were a through social networks as a way of adding result from the information technology entertainment to users during their used time on revolution that helped people to communicate social networks. Advergames are those types of with each other. And this makes it possible to videogames that were used as a new marketing create a new marketing environment. Where the concept with advertisement capabilities appeared advertising spread through these networks to due to the fact that people live most of their attract a large number of users to identify social life through mobile devises or internet products, through different types of online services. Companies used videogames on social advertising as displayed banners, pop-up ad, networks to advertise themselves by developing Floating ad….etc. or through the created pages an advergame with their marketing products, so for products on social networks as on facebook, users of social networks can be introduced to the 139 Design Issues International Design Journal Volume 2 Issue 2 brand products through its game, or through project. The consumer reviews the bids, and advertisements of the brand on any videogame. selects the company that will complete the Online videogames on social networks can be a project. very efficient market for fashion designers to - C2C(Consumer-to-Consumer) :There are present their fashion collections to players many sites offering free classifieds, auctions, through their avatars as all players’ use the and forums where individuals can buy and avatars to present them inside the game. Avatars sell thanks to on-line payment systems like can be used as models to show designs, so the PayPal where people can send and receive game gives the player the ability to see the money on-line with ease. EBay’s auction selected pieces on his avatar with the possibility service is a great example of where person- to choose and buy the new clothes designs from to-person transactions take place every day the game market, and pay by credit cards as since 1995 [25]. other different online payment. Accepting credit cards for commercial on-line sales, Generating on-line advertising revenue, Review of literature and trading stock in an online brokerage 1. Fashion Brands and Social Commerce account tare all examples of e-commerce [23]. E-commerce (electronic commerce or EC) is 1.1 Online Fashion marketing: the buying and selling of goods and services on Marketing is a business philosophy or way of the Internet, especially the world wide web. In thinking about the firm from the perspective of practice, this term and a newer term, e- the customer or the potential customer. business, is often used interchangeably. Marketing can help provide this additional Electronic commerce is generally considered to knowledge, and the skills needed to ensure be the sales aspect of e-business. It also that the creative component is used to the best consists of the exchange of data to facilitate advantage, allowing businesses to succeed and the financing and payment aspects of business grow [13].The Marke ng process includes transac ons [24]. identifying customers, determining those E-commerce can be divided into: customers wants and needs, and tries to - E-tailing or "virtual storefronts" on Web sites with online catalogs, sometimes gathered into deliver benefits that will enhance or add to the a "virtual mall." customer's lifestyle, and providing satisfying - The gathering and use of demographic data products at acceptable prices to those through Web contacts. customers. It also incorporates distribution and - Electronic Data Interchange (EDI), the promo onal ac vi es [12]. business-to-business exchange of data. Fashion marketing is the application of a range - E-mail and fax and their use as media for of techniques and a business philosophy that reaching prospects and established customers centers upon the customer and potential (for example, with newsletters). customer of clothing and clothing- related - Business-to-business buying and selling. products and services in order to meet the long- - The security of business transactions [2]. term goals on the organization. Ecommerce can be broken into four main However, the term fashion can be used more categories: B2B, B2C, C2B, and C2C. broadly and cover a much greater range of - B2B(Business-to-Business) : Companies goods. Indeed, the two important industries that doing business with each other such as underpin fashion markets: textiles and clothing. manufacturers selling to distributors and Textile and clothing industries worldwide wholesalers selling to retailers. Pricing is represented 7 % of total world exports in 2004 based on quantity of order and is often [17]. negotiable. Online shopping is becoming a socially - B2C(Business-to-Consumer) :Businesses connected event. As shoppers discover new selling to the general public typically through products and reflect on their purchases, they are catalogs utilizing shopping cart software. increasingly sharing their thoughts with their - C2B(Consumer-to-Business) :A consumer social networks and influencing perception posts his project with a set budget online and among their peer groups. within hours, companies review the Shoppers on the online websites can create a consumer's requirements and bid for the virtual model of their body to see how clothing will fit. And this approach is helping - shoppers 140 International Design Journal Volume 2 Issue 2 Design Issues who use the feature are nearly 20% more likely it’s an Internet- or mobile-device-based social to purchase, and they tend to spend 16% more in spaces designed to facilitate communication, their average orders than shoppers who don't use collaboration and content sharing across the virtual modeling technology. networks of contacts. Social networks are a form Other sites have used technologies that enable of promotion that uses the Internet and Web for on-line shoppers to zoom in on products, so that the express purpose of delivering marketing they can get a feel for fabrics, collars and other messages to attract customers. It makes up product attributes by getting a closer look. Some almost 10% of the overall spending on retailers even have been full-body scanning advertising (across all media types such TV, facilities, available at offline retail outlets, which radio, press, outdoor etc.). And it is a formal can take measurements and store them in an relationship between the advertiser and the online profile [19]. publisher, each party in this relationship has a And this is called the company’s marketing different objective. Advertisers want to convey a environment which can be defined as the message to the consumer about a product or 'controllable and uncontrollable elements that service to convince them to purchase or use that influence the strategic direction of the company'. product or service; the more consumers that sign And the companies marketing environment can up the more revenue the advertiser makes.
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