The role of stereoscopic 3D virtual reality in fashion advertising and consumer learning

Kung Wong Lau, P.Y. Lee

Research output: Chapter in book / Conference proceedingChapter in an edited book (as author)Academic research


The fashion show is the heart of the fashion advertising and promotional activities. Every fashion show does not simply an advertising event exhibiting designers’ collections to the consumers, but it also tips off multi-million-dollar activities across various business domains, which includes marketing, manufacturing, merchandising, retailing, public media, and so on. Fashion show also evidenced the development of distribution channel. Since the first modern fashion show at Ehrich Brothers, New York City in 1903 (Fortini, 2006), fashion shows have been going through drastic changes in nature and even evidenced the evolving process of distribution channels in advertising and retailing.
Original languageEnglish
Title of host publicationAdvances in Advertising Research (Vol. VI) : the digital, the classic, the subtle, and the alternative
PublisherSpringer Fachmedien Wiesbaden
Number of pages9
ISBN (Electronic)9783658105587
ISBN (Print)9783658105570
Publication statusPublished - 2015

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