부산대학교 도서관

This study aims to systematize the current status of product attribute communication through digital fashion products and to present strategies for using metaverse media for communication, focusing on the changing fashion communication environment and the resulting increase in digital products and on their properties. To this end, a case analysis was conducted on real and digital fashion products, and the communication method of product attributes (practicality, functionality, aesthetics, economy, symbolism, and accessibility) was evaluated on a five-point scale according to the analysis. Based on the results of the case analysis, the product attribute communication methods between different real products, between real and digital products, and between digital products by medium were compared and analyzed. As a result of comparative analysis, first, for real products, expressions were developed focusing on practicality, functionality, and aesthetics. On the other hand, digital fashion products tended to expand the communication characteristics of real products in terms of aesthetics, economy, symbolism, and accessibility, and in terms of practicality, functionality, aesthetics, and symbolism, they tended to emphasize real products through expression. Second, when analyzing trends by each media, AR media summarized and developed key contents for all attribute types, VR media developed specific contents for some attributes in comparison with other two media, such as wearing practicality, and social media showed a balanced development of all attributes with less than 1 point or less. Third, as a result of comparing the differences in product attribute deployment methods by medium, there were differences in deployment methods in terms of technology, experience, content purpose, graphic representation, and direct and indirectness. Fourth, a plan to utilize metaverse media of digital fashion products was proposed to strengthen the properties of real products according to the purpose of development and media characteristics. The results can be used in future research and industry related to digital fashion products and metaverse media utilization strategies.