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Augmented Reality in Luxury Brand Communication in The Digital Transformation Process: L'Oreal Example

Year 2020, Volume: 15 Issue: 21, 12 - 33, 31.01.2020
https://doi.org/10.26466/opus.577165

Abstract

In recent years, the reflections of changes
especially in information communication technologies have been encountered in
almost all fields. However, the developments in internet and the
transformations in internet-based applications are also noteworthy. It is
possible to say that the communication process between the brand and the target
group is also included in this new media environment and it is integrated with
this process in internet (web) based applications. This harmony and adaptation
process in luxury brand communication can be said to be relatively slower and
more cautious than other brand types. However, it can be said that luxury
brands have also started to adapt to digital applications, transformations such
as augmented reality (AR) or artificial intelligence (AI). From this point of
view, how luxury brands are involved in internet-based applications and the
process of digital transformation along with it and its description based on
the related applications form the main subject of this study. In the first part
of this study, how the digital transformation is experienced within the
framework of luxury brand communication, to what extent they can be included
and their applications related to augmented reality will be described. In the
second part, this application of L'Oreal brand, which is one of the limited
number of examples, which especially uses augmented reality applications, is
included and carried out at https://www.lorealparisusa.co the official web page
will be subject to content analysis. In this sense, the content of web pages
will be analysed. The aim of this research is to define the applications of
augmented reality in the digital transformation process and to evaluate and
reveal the relationship between them on the basis of the concerned sample in
luxury brand communication. Since the related sample is in the report entitled
"Global Powers of Luxury Consumption 2018", which is one of the
researches that the Deloitte research organization makes intended for luxury
brands, it will be analyzed in this study. In the related literature, the
specificity of this study is important because of the relatively limited number
of studies included in this study.

References

  • Azuma, R.T. (1997). A survey of augmented reality. Presence: Teleoperators and Virtual Environments, 6, 355-385.
  • Azuma, R.T. (1999) Mixed reality: Merging real and virtual worlds. In The Challenge of Making Augmented Reality Work Outdoors, (p. 379-390). Ohmsha/Springer, Tokyo/New York: ch.
  • Bekaroo, G., Sungkur, R., Ramsamy, P., Okolo, A., and Moedeen, W. (2018). Enhancing awareness on green consumption of electronic devices: The application of augmented reality. Sustainable Energy Technologies and Assessments, 30, 279-291.
  • Bjørn-Andersen, N., and Hansen, R. (2011). The adoption of Web 2.0 by luxury fashion brands. KMIS & Conf-IRM International Conference 2011: Service Management and Innovation with Information Technology- Seoul, Korea, 1-14.
  • Cuneo, A., Milberg, S.J., Alarcon-del-Amo, M.D.C., and Lopez-Belbeze, P. (2019). Private label and manufacturer brand choice in a new competitive reality: Strategic directions and the future of brands. European Management Journal, 37, 117-128.
  • Eyüboğlu, E. (2011). Augmented reality as an excıtıng online experience: Is it really beneficial for brands?. International Journal of Social Sciences And Humanity Studies, 3, 1309-8063.
  • Future Stores. (n.d). Here's how L'Oreal is using augmented and virtual reality to create ın-store experiences https://futurestores.wbresearch.com/loreal-augmented-reality-virtual-reality-in-store-experience-strategy-ty-u Access on 02.04.2019.
  • Giglioli, I.A.C., Pallavicini, F., Pedroli, E., Serino, S., and Riva, G. (2015). Augmented reality: A brand new challenge for the assessment and treatment of psychological disorders. Computational and Mathematical Methods in Medicine, 1-12. http://dx.doi.org/10.1155/2015/862942
  • Haller, M., Billinghurst, M., and Thomas, B. (2007). Emerging technologies of augmented reality: Interfaces and design. Idea Group Publishing: Hersher.
  • Höllerer, T. H., and Feiner, S.K. (20014). Mobile augmented reality. In (H. Karimi and A. Hammad eds.), Telegeoinformatics: Location-Based Computing and Services. (p. 221-260), Taylor & Francis Books Ltd.
  • Hughes, I. (2012). Virtual worlds, augmented reality, blended reality. Computer Networks, 56, 3879-3885.
  • Jacob, R.J.K. (2006). What is the next generation of human-computer interaction? In CHI’06: Proc. SIGCHI Conf. on Human Factors in Computing Systems (p. 1707-1710) (Montre ́al, Que ́bec, Canada), ACM Press,.
  • Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261.
  • Kato, H., and Billinghurst, M. (1999). Marker tracking and hmd calibration for a video-based augmented reality conferencing system. Proceedings 2nd IEEE and ACM International Workshop on Augmented Reality (IWAR’99). DOI: 10.1109/IWAR.1999.803809 , https://ieeexplore.ieee.org/xpl/mostRecentIssue.jsp?punumber=6523
  • Lee, C., and Wong, G.K.C. (2019).Virtual Reality and augmented reality in the management of intracranial tumors: A review. Journal of Clinical Neuroscience, 62, 14-20. Loreal ile Facebook arasında önemli iş birliği. (n.d). Loreal. http://www.loreal.com.tr/medya/kurumsal-basin-bultenleri/loreal-ile-facebook-arasinda-onemli-birligi-6138.htm Access on 02.04.2019.
  • Loreal Paris. (n.d). Main page. www.lorealparisusa.com Access on 02.04.2019.
  • Loreal Viva Technology Paris 2018’de yeni br güzellik deneyimi yaşattı. (n.d). Loreal. http://www.loreal.com.tr/medya/kurumsal-basin-bultenleri/loreal-viva-technology-paris-2018de-yeni-bir-guzellik-deneyimi-yasatti-6123.htm Access on 02.04.2019.
  • Loreal. (n.d). Color Riche shine. https://www.loreal-paris.co.uk/products/make-up/lip/lipstick/color-riche-shine-beauty-guru Access on 02.04.2019
  • Loreal. (n.d). Try now. https://www.loreal-paris.co.uk/products/make-up Access on 02.04.2019.
  • Loreal. (nd). Kurumsal basın bültenleri. http://www.loreal.com.tr/medya/kurumsal-basin-bultenleri Access on 02.04.2019.
  • O'Mahony, S. (2015). A Proposed model for the approach to augmented reality deployment in marketing communications. Social and Behavioral Sciences, 175, 227-235.
  • Pantano, E., Rese, A., and Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and consumer services, 38: 81-95.
  • Poushneh, A., and Vasquez-Parraga, A.Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234.
  • Rese, A., Baier, D., Geyer-Schulz, A. and Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting & Social Change, 124, 306-319.
  • Scholz, J., and Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23.
  • Scholz, J., and. Smith, A.N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59, 149-161.
  • van Krevelen, D.W.F. and Poelman, R. (2010). A survey of augmented reality technologies, applications and limitations. The International Journal of Virtual Reality, 9, 1-20.
  • van Noort, G., and van Reijmersdal, E.A. (2019). Branded apps: Explaining effects of brands' mobile phone applications on brand responses. Journal of Interactive Marketing, 45, 16-26.
  • Wagner, D., and Schmalstieg, D. (2003). First steps towards handheld augmented reality. Seventh IEEE International Symposium on Werable Computers, 2003, Proceedings: DOI: 10.1109/ISWC.2003.1241402, https://ieeexplore.ieee.org/xpl/mostRecentIssue.jsp?punumber=8796
  • Yaoyuneyong, G., Foster, J., Johnson, E., and Johnson, D. (2016). Augmented reality marketing: Consumer preferences and attitudes toward hypermedia print ads. Journal of Interactive Advertising, 16, 16-30.
  • Yıldırım, A., and Şimşek, H. (2013). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin yayıncılık.
  • Yim, M.Y-C., Chu, S-C and Sauer, P.L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, 89-103.

Dijital Dönüşüm Sürecinde Lüks Marka İletişiminde Artırılmış Gerçeklik: L’Oreal Örneği

Year 2020, Volume: 15 Issue: 21, 12 - 33, 31.01.2020
https://doi.org/10.26466/opus.577165

Abstract

Son dönemlerde özellikle
bilgi iletişim teknolojilerinde yaşanan değişimlerin yansımaları hemen her
alanda karşımıza çıkmaktadır. Bununla birlikte internet alanındaki gelişmeler
ve internet tabanlı uygulamalardaki dönüşümlerde dikkat çekmektedir.
Marka-hedef kitle arasındaki iletişim sürecinin de bu yeni medya ortamında yer
alması ile internet (web) tabanlı uygulamalarında bu sürece eklemlendiğini
söylemek mümkündür. Lüks marka iletişiminde bu uyum ve adaptasyon süreci diğer
marka türlerine göre görece daha yavaş ve temkinli olmaktadır denilebilir.
Bununla birlikte lüks markaların da dijital uygulamalara, artırılmış gerçeklik
(augmented reality/AR) ya da yapay zeka (artificial intelligence/AI) gibi
dönüşümlere de uyum sağlamaya başladıkları söylenebilir. Bu noktadan hareketle,
lüks markaların internet tabanlı uygulamalara ve beraberinde dijital dönüşüm
sürecinde nasıl yer aldıkları ve ilgili uygulamalar üzerinden betimlenmesi
çalışmanın ana konusunu oluşturmaktadır. Bu çalışmanın ilk bölümünde lüks marka
iletişimi çerçevesinde dijital dönüşümün nasıl yaşandığı, ne denli dahil
olabildikleri ve artırılmış gerçeklik ile ilgili uygulamaları betimlenecektir.
İkinci bölümünde ise özellikle artırılmış gerçeklik uygulamalarını kullanan,
kısıtlı sayıda örneklerden biri olan, lüks marka kategorisinde yer alan L’Oreal
markasının bu uygulamasının yer aldığı ve yürütüldüğü
https://www.lorealparisusa.com resmi web sayfası konu ile ilgili içerik
analizine tabi tutulacaktır. Bu noktada, web sayfasının içeriğinin analizi
yapılacaktır. Dijital dönüşüm sürecinde artırılmış gerçeklik uygulamalarının
tanımlanması ve lüks marka iletişimindeki söz konusu örnek üzerinden
değerlendirilmesi ve aralarındaki ilişkinin ortaya konması araştırmanın amacını
oluşturmaktadır. İlgili örneklem Deloitte araştırma kurumunun hemen her yıl
küresel boyutta lüks markalara yönelik gerçekleştirdiği araştırmalardan biri
olan “Lüks tüketimin Küresel Güçleri 2018” Raporunda yer aldığından, bu
çalışmada analize tabi tutulacaktır. İlgili literatürde söz konusu çalışmanın
dahil olduğu çalışmaların görece kısıtlı olması sebebi bu çalışmanın özgünlüğü
önem taşımaktadır denilebilir.

References

  • Azuma, R.T. (1997). A survey of augmented reality. Presence: Teleoperators and Virtual Environments, 6, 355-385.
  • Azuma, R.T. (1999) Mixed reality: Merging real and virtual worlds. In The Challenge of Making Augmented Reality Work Outdoors, (p. 379-390). Ohmsha/Springer, Tokyo/New York: ch.
  • Bekaroo, G., Sungkur, R., Ramsamy, P., Okolo, A., and Moedeen, W. (2018). Enhancing awareness on green consumption of electronic devices: The application of augmented reality. Sustainable Energy Technologies and Assessments, 30, 279-291.
  • Bjørn-Andersen, N., and Hansen, R. (2011). The adoption of Web 2.0 by luxury fashion brands. KMIS & Conf-IRM International Conference 2011: Service Management and Innovation with Information Technology- Seoul, Korea, 1-14.
  • Cuneo, A., Milberg, S.J., Alarcon-del-Amo, M.D.C., and Lopez-Belbeze, P. (2019). Private label and manufacturer brand choice in a new competitive reality: Strategic directions and the future of brands. European Management Journal, 37, 117-128.
  • Eyüboğlu, E. (2011). Augmented reality as an excıtıng online experience: Is it really beneficial for brands?. International Journal of Social Sciences And Humanity Studies, 3, 1309-8063.
  • Future Stores. (n.d). Here's how L'Oreal is using augmented and virtual reality to create ın-store experiences https://futurestores.wbresearch.com/loreal-augmented-reality-virtual-reality-in-store-experience-strategy-ty-u Access on 02.04.2019.
  • Giglioli, I.A.C., Pallavicini, F., Pedroli, E., Serino, S., and Riva, G. (2015). Augmented reality: A brand new challenge for the assessment and treatment of psychological disorders. Computational and Mathematical Methods in Medicine, 1-12. http://dx.doi.org/10.1155/2015/862942
  • Haller, M., Billinghurst, M., and Thomas, B. (2007). Emerging technologies of augmented reality: Interfaces and design. Idea Group Publishing: Hersher.
  • Höllerer, T. H., and Feiner, S.K. (20014). Mobile augmented reality. In (H. Karimi and A. Hammad eds.), Telegeoinformatics: Location-Based Computing and Services. (p. 221-260), Taylor & Francis Books Ltd.
  • Hughes, I. (2012). Virtual worlds, augmented reality, blended reality. Computer Networks, 56, 3879-3885.
  • Jacob, R.J.K. (2006). What is the next generation of human-computer interaction? In CHI’06: Proc. SIGCHI Conf. on Human Factors in Computing Systems (p. 1707-1710) (Montre ́al, Que ́bec, Canada), ACM Press,.
  • Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261.
  • Kato, H., and Billinghurst, M. (1999). Marker tracking and hmd calibration for a video-based augmented reality conferencing system. Proceedings 2nd IEEE and ACM International Workshop on Augmented Reality (IWAR’99). DOI: 10.1109/IWAR.1999.803809 , https://ieeexplore.ieee.org/xpl/mostRecentIssue.jsp?punumber=6523
  • Lee, C., and Wong, G.K.C. (2019).Virtual Reality and augmented reality in the management of intracranial tumors: A review. Journal of Clinical Neuroscience, 62, 14-20. Loreal ile Facebook arasında önemli iş birliği. (n.d). Loreal. http://www.loreal.com.tr/medya/kurumsal-basin-bultenleri/loreal-ile-facebook-arasinda-onemli-birligi-6138.htm Access on 02.04.2019.
  • Loreal Paris. (n.d). Main page. www.lorealparisusa.com Access on 02.04.2019.
  • Loreal Viva Technology Paris 2018’de yeni br güzellik deneyimi yaşattı. (n.d). Loreal. http://www.loreal.com.tr/medya/kurumsal-basin-bultenleri/loreal-viva-technology-paris-2018de-yeni-bir-guzellik-deneyimi-yasatti-6123.htm Access on 02.04.2019.
  • Loreal. (n.d). Color Riche shine. https://www.loreal-paris.co.uk/products/make-up/lip/lipstick/color-riche-shine-beauty-guru Access on 02.04.2019
  • Loreal. (n.d). Try now. https://www.loreal-paris.co.uk/products/make-up Access on 02.04.2019.
  • Loreal. (nd). Kurumsal basın bültenleri. http://www.loreal.com.tr/medya/kurumsal-basin-bultenleri Access on 02.04.2019.
  • O'Mahony, S. (2015). A Proposed model for the approach to augmented reality deployment in marketing communications. Social and Behavioral Sciences, 175, 227-235.
  • Pantano, E., Rese, A., and Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and consumer services, 38: 81-95.
  • Poushneh, A., and Vasquez-Parraga, A.Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234.
  • Rese, A., Baier, D., Geyer-Schulz, A. and Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting & Social Change, 124, 306-319.
  • Scholz, J., and Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23.
  • Scholz, J., and. Smith, A.N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59, 149-161.
  • van Krevelen, D.W.F. and Poelman, R. (2010). A survey of augmented reality technologies, applications and limitations. The International Journal of Virtual Reality, 9, 1-20.
  • van Noort, G., and van Reijmersdal, E.A. (2019). Branded apps: Explaining effects of brands' mobile phone applications on brand responses. Journal of Interactive Marketing, 45, 16-26.
  • Wagner, D., and Schmalstieg, D. (2003). First steps towards handheld augmented reality. Seventh IEEE International Symposium on Werable Computers, 2003, Proceedings: DOI: 10.1109/ISWC.2003.1241402, https://ieeexplore.ieee.org/xpl/mostRecentIssue.jsp?punumber=8796
  • Yaoyuneyong, G., Foster, J., Johnson, E., and Johnson, D. (2016). Augmented reality marketing: Consumer preferences and attitudes toward hypermedia print ads. Journal of Interactive Advertising, 16, 16-30.
  • Yıldırım, A., and Şimşek, H. (2013). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin yayıncılık.
  • Yim, M.Y-C., Chu, S-C and Sauer, P.L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, 89-103.
There are 32 citations in total.

Details

Primary Language English
Subjects Operation
Journal Section Articles
Authors

Sevilay Ulaş 0000-0002-0137-1263

Publication Date January 31, 2020
Acceptance Date January 8, 2020
Published in Issue Year 2020 Volume: 15 Issue: 21

Cite

APA Ulaş, S. (2020). Augmented Reality in Luxury Brand Communication in The Digital Transformation Process: L’Oreal Example. OPUS International Journal of Society Researches, 15(21), 12-33. https://doi.org/10.26466/opus.577165