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studiozprj · 1 year ago

Text

New text for Marketing Plan

The feedback on the red/green check was that the text had to be more fluid and more extended. This was before I decided to make the whole fashion show. Therefore, I did make the text more fluid and more clear, but still kept it concise. Since the 3D fashion show is more related to what I want to do after graduation, I considered it more fruitful to focus on that more. The products are now: a digital fashion show, the start of a photo campaign and a conceptual marketing plan.

"Introduction

This marketing plan is the final outcome of a journey through 3D digital fashion and its applications. What started with research into consumer perception of 3D digital fashion in marketing, results in a full 3D fashion show. The journey, from research to product, will be described and discussed here.

The plan will briefly discuss the research report and its conclusion, before explaining the concept of the B3DROOM BALANCE collection, the campaign concept, its foundations in the research results and teasing the campaign itself.

Summary of the research report

The research consists of a comparative study into the differences between 3D digital fashion marketing and traditional marketing. Two surveys are used to gather data: the first survey is about traditional fashion marketing; the second about 3D digital fashion as marketing. Sheth’s consumer value model is the base of the theoretical framework, with one adjustment. Respondents fill in either the survey about traditional fashion marketing, or the survey about 3D digital fashion as marketing.

The aim is to find out whether respondents perceive the value of 3D digital fashion in marketing differently than traditional fashion marketing and if yes, how. The results of this research will contribute to a potential business with a made-to-order system, using 3D digital fashion in all its visual communication until production.

Research results

The research shows a rather big difference between traditional fashion marketing and 3D digital fashion used as marketing. It is best explained in the conclusion of the research:

“3D digital fashion marketing differs from traditional marketing in more than one way. In the chapter research results the results have been presented, divided per sub-questions. The answer to the main research question is a combination of those results.

First of all, responses to the surveys indicate that people feel like they can derive more information about the utilitarian properties from a 3D visualization of a garment than from a photo of that same garment. They feel like they can get a better idea about the fit, fabric feel and fabric drape, as well as their estimation on how long the item will last them.

On top of that, the epistemic value for the 3D visualization is higher. More people feel curious about the 3D visualization than about the photo, more people want to learn more about the garment if it is visualized in 3D and more people obtain a feeling of novelty from viewing the 3D visualization than from viewing the photo.

Lastly, more people feel positive emotions (interest, happiness and surprise) and less people feel negative emotions (sadness, anger, anxiety, embarrassment, disgust and guilt) with the 3D visualization than with the photo, with the exception of contempt.

A 3D visualization of a garment, generally, will have a greater functional, emotional and epistemic value than a traditional depiction of the same garment in the form of a photo. Between the two, there is hardly any difference in social value.”

Introduction to campaign

This marketing plan is based on both the B3DROOM BALANCE collection concept and the outcomes of the research. The merger between these two results in a concept for the campaign. In addition to creating a conceptual marketing plan, the goal is to also produce this campaign.

B3DROOM BALANCE collection concept

Inspired by Martin Margiela’s fascination for deconstruction, the B3DROOM BALANCE collection consists of different elements that come together in the bedroom. It explores the possibilities of re-using discarded fabrics from the bedroom, it is created in a bedroom and it gives a feeling of comfort only found in one's bedroom.

The idea for the collection is born through an increasingly dystopian view about environmental issues and its consequences. While creating a concept for the collection, this dystopian view shifted to a distressing feeling of climate anxiety. This, in addition to the feelings of loneliness and being stuck due to COVID, were cause for reconsideration of the way the collection should connect to environmental issues and its consequences.

Inspired by the surroundings, a bedroom turned into an atelier, the idea of emotional safety through up-cycled bedroom fabrics came to be. The clothes make the wearer equipped to deal with the mental challenges coming with climate anxiety.

Future Nostalgia

In line with the purpose of the collection, the campaign is titled “Future Nostalgia”. This refers to the decline of the natural world due to climate change and the future desire to go back in time to appreciate the world as it used to be. The dystopian side of this is having to enter a digital reality to experience a healthy world of nature. The contrast between these two aspects is almost as strong as between the words “future” and “nostalgia”.

The campaign

The B3DROOM BALANCE campaign consists of a mockup of the product page interface, a photo shoot, a strategy for brand awareness, and a full 3D fashion show. All of these elements are supported by the research outcomes directly or indirectly. The campaign does not only use the knowledge acquired by the research, but also presents ways to elaborate on them.

Product page interface

The product page features the usual description of the garment, such as the composition of the fabric and a description of details and print. The product photos are replaced by 3D renders. These renders are very high quality and can display even the smallest detail. Every product page shows at least one close up render, to really show the construction of the fabric.

Additionally, the product page features a 3D view of the garment, giving the consumer an opportunity to view the garment closely from every angle as well as from inside the garment. This close view can display finer details such as finishings, trims and prints. The consumer also has the possibility to choose their body type and see which size would fit best. This will replace the usual size guide with measurements.

These adjustments of a traditional product page to maximize the advantages of 3D as described will increase the perceived functional values of the clothing. The close up render and 3D view enhances the possibility of estimating the fabric feel. The 3D view and the selection of body type and size make it easier to estimate the drape of the fabric and fit of the garment.

3D photo/video shoot

The concept for the imagery is future nostalgia to a thriving natural world. Elements that portray the concept of “Future Nostalgia” are flourishing flora and fauna, sounds of wild life, sunlight, calming music, up-cycled garments, friendly faces and inviting atmospheres.

Apart from communicating the concept, the photo shoot is a tremendous opportunity to enhance the functional, emotional and epistemic values of the collection.

The research shows that people are more confident in their ability to estimate the fit, drape, feel of the garment and fabric in a 3D visualization. This can be enhanced through showing the fabric up close, or simulating the garment’s movement in an animation. Additionally, diversifying the avatar sizes and body types is a great way to enhance the ability to estimate the fit of the garments.

Furthermore, a 3D campaign can evoke feelings of curiosity, novelty and positive emotions such as happiness and interest. According to my research, even a simple render of a t-shirt evokes more of these feelings and emotions than a photograph of the same garment. To further elaborate, you can place the garment in an environment, on a carefully designed and styled avatar and animate the whole to create a complete digital fashion film. As a result, this will strengthen the feelings and emotions even more.

Brand awareness strategy

To establish brand awareness, two digital models were created, Serene and James. They share the passion for digital fashion items, and are the stars of the B3DROOM BALANCE campaign. On their Instagram pages, they will share and promote the B3DROOM BALANCE collection. Serene and James have a friendly appearance, to contribute to the calming, safe impression that the campaign will convey.

At the same time, the strategy is to work with influencers and content creators that are fitting to the concept of the collection. For instance, this could be nature photographers, climate activists or sustainable fashion enthusiasts. The influencer can send in a photograph of themselves in a certain pose, which will be recreated digitally. The pose and the lighting in the scene will be recreated digitally and the garment will be rendered in this pose. It is important that the influencer is wearing tight clothes because the garment has to be put over the photo, using Photoshop.

The social value from the consumer value model is the only value that did not differ so much between traditional fashion marketing and 3D digital fashion as marketing. To reach communities that value sustainable fashion, it is critical to work with influencers that do so. Working with these influencers, both digital and real, can strengthen the social value of a product.

3D digital fashion show (or fashion film)

Fashion shows are the pinnacle of creativity and design, but they are usually immense operations that require a lot of time in preparation, man-hours, and money. Starting brands, or even established brands are not always able to afford them. And when a brand does organize a fashion show, there is still the matter of getting people there.

Creating a fashion show in 3D solves a lot of these problems. It can still be an expensive undertaking, but it can be published immediately on all platforms. Furthermore, they can enhance the emotional and epistemic value including feelings of novelty and curiosity and positive emotions.

The same goes for fashion films, they are expensive but such a showcase of creativity. 3D digital fashion makes it more accessible for both brands and consumers.

For this digital fashion show, the concept of future nostalgia translates through a flourishing meadow that is enclosed by a hard white wall. It is a thriving natural world kept in a cage because it can not survive in the wild.

Outro

This marketing plan and the 3D digital campaign were a tough journey to make, but the results are immensely rewarding. I want to keep working on this campaign in the future, so I can make it a reference for the possibilities of 3D digital fashion. I want to start doing 3D digital fashion in all these different ways as a freelancer first and then create my own company. I hope this project can be the start of something beautiful and rewarding."

#3ddigitalcampaign #research

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