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Title: The role of stereoscopic 3D virtual reality in fashion advertising and consumer learning
Authors: Lau, KW 
Lee, PY 
Keywords: Virtual reality
Virtual world
Purchase intention
Virtual object
Virtual model
Issue Date: 2016
Publisher: Springer Gabler
Source: In P Verlegh, H Voorveld & M Eisend (Eds.), Advances in Advertising Research VI - The digital, the classic, the subtle, and the alternative, p. 75-83. Wiesbaden: Springer Gabler, 2016 How to cite?
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.
ISBN: 978-3-658-10557-0
978-3-658-10558-7 (eBook)
DOI: 10.1007/978-3-658-10558-7_7
Appears in Collections:Book Chapter

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