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Title: The role of stereoscopic 3D virtual reality in fashion advertising and consumer learning
Authors: Lau, KW 
Lee, PY 
Issue Date: 2016
Source: In P Verlegh, H Voorveld & M Eisend (Eds.), Advances in Advertising Research (Vol. VI) : the digital, the classic, the subtle, and the alternative, p. 75-83. Wiesbaden: Springer Fachmedien Wiesbaden, 2016
Abstract: The fashion show is the heart of the fashion advertising and promotional activities. Every fashion show does not simply an advertising event exhibiting designers’ collections to the consumers, but it also tips off multi-million-dollar activities across various business domains, which includes marketing, manufacturing, merchandising, retailing, public media, and so on. Fashion show also evidenced the development of distribution channel. Since the first modern fashion show at Ehrich Brothers, New York City in 1903 (Fortini, 2006), fashion shows have been going through drastic changes in nature and even evidenced the evolving process of distribution channels in advertising and retailing.
Publisher: Springer Fachmedien Wiesbaden
ISBN: 978-3-658-10557-0 (print)
978-3-658-10558-7 (online)
DOI: 10.1007/978-3-658-10558-7_7
Appears in Collections:Book Chapter

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