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Auteur Kenza ESSAFI |
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Augmented reality as a tool of storytelling for luxury brands / Kenza ESSAFI / 2020
Titre : Augmented reality as a tool of storytelling for luxury brands Type de document : Mémoire Auteurs : Kenza ESSAFI, Auteur Année de publication : 2020 Importance : 27 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
PRODUIT DE LUXE ; TECHNOLOGIE ; MARQUERésumé : Digitalization leads luxury brands to rethink themselves. They must differentiate themselves from the competition in order to maintain the gap between them. New disruptive technological tools like augmented reality (AR) start to be used by the luxury sector but all of their possibilities and effects are not totally explored. To be relevant, luxury brands must identify what AR could bring to them according their model and their strength.
As storytelling is one of their strength, I conducted a qualitative study to determine if enhancing luxury brands storytelling with an AR experience could be a relevant use of AR in this sector. The results show that AR allows to increase emotions when it comes to tell stories and it helps individuals to keep a brand in mind. People who are sensitive to the luxury sector think that it could really have a positive impact on interest for the brand. However, it is important to preserve the DNA of luxury brands when designing an AR experience. Users could be destabilized by the proactive part of an AR experience for a luxury brand which conflict with the passive aspect of being a luxury products consumer.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529828
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