하이패션 브랜드의 게이미피케이션 연구 - MDA 프레임워크와 설득 메커니즘을 중심으로 - (A Study on the Gamification in High Fashion Brands - Focused on MDA Framework and Persuasion Mechanisms -)

서지정보

· 발행기관 : 한국복식학회
· 수록지 정보 : 복식 / 74권 / 2호 / 115 ~ 139페이지
· 저자명 : 정경희, 이미숙

초록

With gamification becoming increasingly recognized as a marketing tool that effectively attracts public attention and promotes consumer engagement and interaction with brand experiences, this study analyzed the design structure and persuasive mechanisms of games developed by fashion brands. This study discovered that aspects of high-fashion brand games include points, feedback, collectible elements, timers, levels, avatars, and achievement elements, while many of the games’ behavioral concepts are designed with familiar and easy mechanisms such as collecting, keeping, customizing, and obtaining. The dynamics mostly include simple and easy coordination activities, with many games being preferred by daredevil player types. In terms of aesthetics, most games utilize retro, cuteness, and futuristic imagery. Furthermore, they range from games evoking emotions related to sensation, submission, challenge, discovery, and play to those eliciting complex emotions relating to fantasy, expression, narrative, and fellowship. The games produced by high-fashion brands achieve brand integration not only through the placement of elements representing brand products and events but also through interactive elements. Furthermore, they achieve consistency between the brand and game by incorporating themes and images that resonate with the brand message. Additionally, games produced by high-fashion brands possess the attributes of entertainment, autonomy, and interactivity by utilizing straightforward mechanics as well as personalization, sharing, and interactive elements. In conclusion, gamification employed by fashion brands represents an effective form of interactive visual communication and can be a powerful strategy for brands to naturally slip into the public's daily lives, presenting a new fashion marketing platform that enables experiences that straddle the virtual and real world.

영어초록

With gamification becoming increasingly recognized as a marketing tool that effectively attracts public attention and promotes consumer engagement and interaction with brand experiences, this study analyzed the design structure and persuasive mechanisms of games developed by fashion brands. This study discovered that aspects of high-fashion brand games include points, feedback, collectible elements, timers, levels, avatars, and achievement elements, while many of the games’ behavioral concepts are designed with familiar and easy mechanisms such as collecting, keeping, customizing, and obtaining. The dynamics mostly include simple and easy coordination activities, with many games being preferred by daredevil player types. In terms of aesthetics, most games utilize retro, cuteness, and futuristic imagery. Furthermore, they range from games evoking emotions related to sensation, submission, challenge, discovery, and play to those eliciting complex emotions relating to fantasy, expression, narrative, and fellowship. The games produced by high-fashion brands achieve brand integration not only through the placement of elements representing brand products and events but also through interactive elements. Furthermore, they achieve consistency between the brand and game by incorporating themes and images that resonate with the brand message. Additionally, games produced by high-fashion brands possess the attributes of entertainment, autonomy, and interactivity by utilizing straightforward mechanics as well as personalization, sharing, and interactive elements. In conclusion, gamification employed by fashion brands represents an effective form of interactive visual communication and can be a powerful strategy for brands to naturally slip into the public's daily lives, presenting a new fashion marketing platform that enables experiences that straddle the virtual and real world.

참고자료

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