探索时尚零售和传播范式中的颠覆性场景

IF 0.4 0 HUMANITIES, MULTIDISCIPLINARY Luxury-History Culture Consumption Pub Date : 2022-01-01 DOI:10.1386/ipol_00005_1
V. Iannilli, Vittorio Linfante
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引用次数: 0

摘要

经济领域日益复杂,变化速度加快,新的信息技术和文化进程的全球化创造了一个新的景观。新的科技习惯正在重塑客户行为和企业。污染、杂交和谈判日益成为当今零售格局的特征。零售的未来取决于品牌如何适应和利用数字化变革。在这个框架下,时尚系统可以抓住机会反思和重新设计整个生产和文化系统。今天,购物体验的实现要归功于多种形式的感官和信息征集,以及不同的分销和沟通渠道,包括物理和数字,定义了新的需求、战略、技术甚至新的审美形式。在这种新的背景下,零售在其实体和数字形式,尤其是在虚拟和现实之间的“虚拟”形式中变得越来越重要。一种通过创造物理空间和数字世界的无形空间之间的体验和互动来创造新的销售空间的形式:从多渠道,我们走向使用全渠道销售和沟通方法的日益整合的战略。在这种背景下,新的模式和新的零售概念出现了,架起了沟通和分销的桥梁。传播行为越来越横向,通过创造真正的文化重述,如普拉达的迪奥对话和可能的对话,亚历山大麦昆花卉挑战或Salvatore Ferragamo的Trivia,新的语言和工具丰富了能够回响时尚光环的传播行为。传播、艺术和营销之间的项目,重新定义了现实与数字之间关系的时尚观点;以及Sunnei Canvas项目,该项目使用3D设计工具来开发该系列和创建动画化身,这些动画化身将指导该品牌词典的最终翻译。
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Exploring disrupting scenarios in the fashion retail and communication paradigms
The growing complexity in the economic sphere, the accelerating rate of change, the new information technology and the globalization of cultural processes create a new landscape. The new tech habits are reshaping customer behaviours and businesses. Contaminations, hybridizations and negotiations increasingly characterize today’s retail landscape. The future of retail is connected to how well brands adapt and take advantage of digital change. Within this framework, the fashion system can catch the opportunity to reflect and redesign the entire production and cultural system. Today, the shopping experience is realized thanks to multiform sensory and informational solicitations and the different distribution and communication channels, both physical and digital, defining new needs, strategies, technologies and even new aesthetic forms. In this renewed context, retail becomes increasingly relevant both in its physical and digital form and above all in the ‘phygital’ one, between virtual and real. A form that creates new sales space through the creation of experiences and interactions between the physical space and the intangibility of the digital world: from the multichannel, we move towards increasingly integrated strategies that use omnichannel sales and communication methods. In this context, new paradigms and new retail concepts emerge, bridging communication and distribution. Communication actions that are increasingly transversal, enriched with new languages and tools capable of reverberating the aura of fashion through the creation of real cultural palimpsests such as the Dior Talks and Possible Conversations by Prada, the Alexander McQueen Floral Challenge or the Trivia by Salvatore Ferragamo. Projects between communication, art and marketing that redefine the fashion point of view on the relationship between real and digital; as well as the Sunnei Canvas project that uses 3D design tools both for the development of the collection and for the creation of animated avatars that will guide the final translation of the brand’s lexicon.
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来源期刊
Luxury-History Culture Consumption
Luxury-History Culture Consumption HUMANITIES, MULTIDISCIPLINARY-
自引率
50.00%
发文量
5
期刊最新文献
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