Фиджитализация коммуникаций фэшн-брендов и их возможности для формирования визуальной идентичности
Журнал «KANT: Social Sciences & Humanities Series» №1(21) 2025 [стр. 94-104]
DOI: 10.24923/2305-8757.2025-21.13
Ключевые слова: визуальная идентичность; дополненная реальность; виртуальная реальность; трансмедиальная интеграция; семиотическая согласованность; фирменная идентичность.
Цитировать: Омельченко Д.А. Фиджитализация коммуникаций фэшн-брендов и их возможности для формирования визуальной идентичности // KANT: Social science & Humanities. – 2025. – №1(21). – С. 94-104. EDN: KHJTOP. DOI: 10.24923/2305-8757.2025-21.13
Цель работы – исследовать явление "фиджитальных коммуникаций" – гибридной конструкции, объединяющей физические и цифровые элементы брендинга, и ее потенциал для формирования "визуальной идентичности" в индустрии моды: исследование подчеркивает проблемы, присущие созданию единой идентичности на различных платформах. Актуальность заключается в текущей тенденции смещения потребительского поведения в сторону цифровых интерфейсов. Проблема возникает в разрозненности этих элементов – бренды часто не могут синхронизировать свои физические и цифровые нарративы, что приводит к диссонансу. Авторы статьи используют примеры AR, VR и интерактивных медиаплатформ в качестве материала для демонстрации интеграции "фиджитальных" стратегий, подчеркивая "трансмедийную интеграцию". Сделанные выводы свидетельствуют о том, что успешные бренды – те, которые достигают "семиотической согласованности" – не только преодолевают цифро-физический разрыв, но и пересматривают саму природу идентичности, позиционируя ее как текучую, интерактивную и зависящую от контекста.
Литература:
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1. Akhilendra S., Aravendan M. Impact of Fashion Trends on Visual Merchandising for Promoting Fashion Apparel Brands // Journal of Service Science and Management. – 2023. https://doi.org/10.4236/jssm.2023.164025.
2. Bhalla S., Bahar N., Kanapathy K. Knowledge Collaboration Among Fashion Designers: An A Priori Conceptual Model // Electronic Journal of Knowledge Management. – 2023. https://doi.org/10.34190/ejkm.21.3.2928.
3. Boustani G., Zielinski H. How Does a Fashion Brand's Customer Experience Translate in Premium & Luxury Retail Formats? A Parisian Retail Market Outlook // Journal of Business & Retail Management Research. – 2023. https://doi.org/10.24052/jbrmr/v17is02/art-03.
4. Cao Z. The Application of Intelligent Generation Technology in the Visual Communication Design of Exhibition Brand // Wireless Communications and Mobile Computing. – 2023. https://doi.org/10.1155/2023/1550761.
5. Dai J., Daimin G., Wu J. Research on the Visual Identity Design of Hip-Hop Menswear Brands // International Journal of Innovation and Industrial Revolution. – 2023. https://doi.org/10.35631/ijirev.514006.
6. Dykhnych L. Visual Art as a Means of Presenting a Fashion Designer's Creative Idea // Culture and Arts in the Modern World. – 2023. https://doi.org/10.31866/2410-1915.24.2023.287699.
7. Fadeeva T., Staruseva-Persheeva A. Generative Practices in Creative Industries: The Phygital Aspect of Artistic Design // Scientific and Analytical Journal Burganov House. The Space of Culture. – 2023. https://doi.org/10.36340/2071-6818-2023-19-3-79-89.
8 Ge Y. Analysis of Transcultural Commu-nication of Eastern Brands Based on Encoding and Decoding Theory: Taking Issey Miyake as an Example // Journal of Education, Humanities and Social Sciences. – 2023. https://doi.org/10.54097/ehss.v8i.4394.
9. Ghosh P., M S. A Systematic Review of Social Media Communication with Respect to Fashion Brands // The Scientific Temper. – 2023. https://doi.org/10.58414/scientifictemper.2023.14.2.48.
10. Jian A., Zhang Z., Geng Y., Fu E. Research on the Application of "China-Chic" Culture in Brand Visual Identity Design // Journal of Education, Humanities and Social Sciences. – 2023. https://doi.org/10.54097/ehss.v20i.11424.
11. Kosarevska R. Visual Communication and Marketing: Analysis of the Impact of Graphic Design on Consumers // Collection of Scientific Works "Notes on Art Criticism". – 2023. https://doi.org/10.32461/2226-2180.44.2023.293905.
12. Koshlyakova M. The Role of Gender in Branding Communication // Scientific Research and Development. Modern Communication Studies. – 2023. https://doi.org/10.12737/2587-9103-2023-12-3-106-112.
13. Li Y., Mat R. The Impact of Visual Image on Brand Communication: A Multi-Dimensional Interaction Model Analysis // Journal of Logistics, Informatics and Service Science. – 2023. https://doi.org/10.33168/jliss.2023.0417.
14. Liao R. Exploring Innovative Strategies for the Application of Visual Communication Design Based on Traditional Cultural Elements // Journal of Humanities, Arts and Social Science. – 2023. https://doi.org/10.26855/jhass.2023.09.009.
15. Lyu R. Exploring the Influence of Visual Elements in Corporate Communication: A Case Study of the Luxury Brand Industry // Communications in Humanities Research. – 2023. https://doi.org/10.54254/2753-7064/13/20230339.
16. Yan T., Wu J., Meng H. The Effect of Digital Fashion Visual Symbol Perception on Consumer Repurchase Intention: A Moderated Chain Mediation Model // Journal of Fashion Marketing and Management: An International Journal. – 2023. https://doi.org/10.1108/jfmm-08-2023-0202.
17. Yan X., Li Y. The Application of Visual Communication Art in Brand Pattern Design under the Modern Aesthetic Perspective // Applied Mathematics and Nonlinear Sciences. – 2023. https://doi.org/10.2478/amns.2023.2.00838.
Fijitalisation of fashion brands' communications and their potential to shape visual identity
Keywords: Fijital communications; visual identity; augmented reality (AR); virtual reality (VR); transmedial integration; semiotic coherence; brand identity.
Fijitalised communications, a convergence of physical and digital elements, is a game changer in the projection of brand identity: a hybrid model redefines the way fashion brands interact with consumers, embedding interactive digital layers into the traditional physical environment. The study starts from the premise that 'visual identity' in the fashion industry is no longer static but fluid – adapting to global trends and emerging technologies. Augmented reality (AR) and virtual reality (VR) technologies are extending identity by creating immersive, multimodal experiences that enable engagement with the consumer; artificial intelligence-driven systems further enhance it by offering personalised content in real time, creating a generative relationship between a brand and its audience. These innovations are analysed through case studies of leading fashion brands such as Gucci and Burberry, illustrating the practical realisation of 'semiotic coherence' across both physical and digital platforms, but the study also identifies challenges in maintaining this coherence, particularly when digital tools disrupt rather than integrate into a brand's core visual narrative. The study emphasises the critical role of 'transmedia integration' – the organic combination of digital and physical communication channels – as essential to maintaining brand coherence. The analysis also emphasises the importance of sustainability trends in shaping future visual identity, with 'eco-visual communications' becoming an integral part of this hybrid framework. The findings suggest that fijital communications have significant potential to enhance and adapt visual brand identity, provided brands strike a balance between digital innovation and core semiotic structures – failure to do so risks fragmenting brand identity across channels.