Marketing fashion through storytelling – success factors and inhibitors

An even increasing amount of fashion brands are engaging in market activity called storytelling. The idea behind this act is to attract consumers through compelling content marketing. In this research I will detail both the success factors and the inhibitors of storytelling and their effectiveness in attracting new customers as well as retaining current customer base in fashion market. The findings suggest, that using storytelling can have a positive impact on fashion company’s revenues as well as brand status. In the fashion industry, stories enable companies to engage with their customers through shared values, resolve their paradoxes and provide them pleasure

The future of luxury fashion brands through NFTs

The luxury fashion industry has faced multiple new challenges due to the current changes in consumer culture. The current COVID-19 pandemic accelerated the digitalization of the fashion industry even more and hit the luxury segment, which have historically been slow to embrace electronic and digital commerce, with force. There are numerous digital trends, that the 21st-century luxury brands must consider in order to not only survive, but also to succeed. One of these digital trends that has gained the attention amongst the fashion industry and already started to dominate other market environments is the rise of the metaverses and moreover the adoption of NFTs. Having multiple shared characteristics with the luxury fashion, NFTs have been proposed as the solution to win over the hearts of the growing consumer base of young high-net-worth individuals. This research aims to understand how the luxury fashion industry can benefit from NFTs and, moreover, what should be taken into consideration when implementing these digital assets into their current business model. Thus, study applies theoretical models from both NFT and luxury fashion industry and deals with concepts of luxury fashion consumption, changes in consumer behavior and needs as well as the metaverse, in order to provide both theoretical as well as managerial implications on luxury fashion NFTs

Material Experience:The future of material selection for product design

It has become more and more important to consider the future material selections in product design. The material choices influence on the user perception and hedonic experience qualities, but they affect also product qualities such as recyclability and durability. Understanding the user experience with materials can help us to design for more sustainable transformations. In this paper, we address the topic of material experiences through user research. In our research, we focus on four characteristics in the material experience: arctic, classic, expensive and cheap, and present two user studies investigating the user experience with materials in products. The first study utilized the material probes method, and included a user test in which the participants could explore and feel different materials: glass, metal, leather, plastic, concrete, and wood. The second study consisted of individual interviews of eight (8) people. As salient findings, we report that wood, glass, and leather were perceived to represent classic and arctic, whereas plastic provoked negative reactions. With plastics, an interesting contradiction was found when people still often used plastic products to describe an expensive product category

Quadrupedal Robot Dog as an Attraction in a Local Outdoor Event for Live Streaming and Engagement

In this workshop paper, we share a case of using a quadrupedal robot dog to live stream a local outdoor event and how it was received by the public. In this impromptu exploratory work, we discuss the technical set-up, as well as the novelty factor, when interacting with robots in public. We share insights on people reacting to the robot mostly positively and what kind of role robots could play in the future in order to engage people at organized events. In the future, we would like to explore robots in other public settings and contexts, such as hybrid events.In this workshop paper, we share a case of using a quadrupedal robot dog to live stream a local outdoor event and how it was received by the public. In this impromptu exploratory work, we discuss the technical set-up, as well as the novelty factor, when interacting with robots in public. We share insights on people reacting to the robot mostly positively and what kind of role robots could play in the future in order to engage people at organized events. In the future, we would like to explore robots in other public settings and contexts, such as hybrid events

Steering Towards Safety:Evaluating Signaling Gestures for an Embodied Driver Guide

We investigate the integration of embodied agents within the automotive environment to enhance driver guidance. We explore the concept through two user studies. Through a gesture elicitation study using motion capture technology, we first identified a set of whole-body gestures suitable for in-car driver assistance. We then recreated the selected gestures by acting them out and recording them as animations. The selected gestures were then evaluated and mapped to different driving-related scenarios in the second study conducted in a simulated in-car condition. The most promising gestures for an embodied in-car driving assistant were pointing towards a certain direction, showing warning signs by crossing the arms either on the chest or arms on top of the head, and performing waving gestures to alert or to grasp the driver’s attention. By charting the potential signaling gestures, we aim to advance the development of more intuitive in-car guidance systems, ultimately promoting road safety