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

Yıl 2020, Cilt: 15 Sayı: 21, 12 - 33, 31.01.2020

Sevilay Ulaş

https://doi.org/10.26466/opus.577165

Öz

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.

Anahtar Kelimeler

Luxury brand communication, digital transformation, augmented reality

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

Öz

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.

Anahtar Kelimeler

Lüks marka iletişimi, dijital dönüşüm

Kaynakça

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