RISS 검색 - 국내학술지논문 상세보기

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다국어 초록 (Multilingual Abstract)

Since the outbreak of COVID-19, various industries have been active in online and virtual spaces. The fashion industry has also expanded to digital fashion and online fashion, and recently, it has launched various game fashion in cooperation with the game industry. This study began with the exploration of the convergence and complex activities of the two industries that continue to appear. In particular, avatar fashion plays an important role in MMORPG, where avatar identity is expanded and reality-like communication is taking place. Therefore, the purpose of this study is to identify the demand and needs for avatar fashion. This paper carried out a case study examining avatar fashion that reflects consumer tastes through the LOST ARK art contest, a domestic MMORPG. Among the contest cases, the grand prize winners released in the in-game were selected as examples, and the analysis criteria were first set through prior research to analyze the formative characteristics. The analysis criteria were organized into classicality, aggression, mechanicality, futurity, surreality, and sensuality.
The results and contents of the study are as follows. First, as a result of examining the case based on the above criteria, the six formative characteristics were reflected in the various tastes of consumers, and were observed complexly in avatar fashion. Second, under the influence of consumers' interpretation of the character body in the game, avatar fashion was designed in a form that makes the body's proportion look different and hides or highlights physical characteristics. Finally, the game avatar, which is the object of self-expression and affection of the user, was observed to be avatar fashion influenced by the modern fashion style.
Based on these research results, comparative analysis studies on avatar fashion that will appear in the fashion and game industries in the future and diversification of virtual world fashion design are expected.