THE IMPORTANCE OF VISUAL ELEMENTS IN BRAND COMMUNICATION IN MACAU CASE STUDY: DESIGN OF CULTURAL AND CREATIVE PRODUCTS

ABSTRACT

THE EMERGENCE OF THE VIRTUAL WORLD THROUGH SOCIAL MEDIA, TECHNICAL ADVANCEMENTS, DIGITAL FASHION, AND THE CONCEPT OF THE METAVERSE BEGS THE QUESTION OF WHETHER MACAU'S FASHION SECTOR CAN TRANSFER TO THE VIRTUAL SPHERE. MACAU FASHION DESIGNERS HAVE DIFFERENT NEEDS FOR VIRTUAL FASHION VS TRADITIONAL FASHION MANIFESTATIONS. THE DESIGNER'S EXPERIENCE, MACAU RESIDENTS' INTEREST IN THE VIRTUAL WORLD AND METAVERSE, AND COMMUNICATION INSIDE THE METAVERSE ALL PLAY AN IMPORTANT ROLE IN THIS STUDY. THIS RESEARCH STUDY SHOWS OUR DESIGN WORK, ANALYSIS, AND CONCLUSIONS, WHICH EXPLAIN THE CONCEPTS AND RESEARCH INCORPORATING THE METAVERSE VIRTUAL PLATFORM, VIRTUAL CHARACTERS, USER INTERACTION FOR VARIOUS TARGET GROUPS, AND SURVEY FEEDBACK. THIS DETAILED RESEARCH PROVIDES A DEEPER UNDERSTANDING AND INSIGHTS INTO THE METAVERSE CONCEPT'S USEFULNESS IN MARKETING MACAU FASHION BUSINESSES AND PROVIDING ESSENTIAL INFORMATION TO LOCAL MACAU FASHION DESIGNERS, FASHION INDUSTRY EXPERTS, AND MACAU PEOPLE. ACCORDING TO PRELIMINARY INVESTIGATION, UTILISING AVATARS AND VIRTUAL FASHION IN THE VIRTUAL WORLD IS A NOVEL AND PROMISING WAY FOR FASHION BRAND OPERATIONS AND EXPANSION. THIS TECHNIQUE PROVIDES COST SAVINGS, ENDLESS CREATIVE OPTIONS, AND EFFECTIVE BRAND MESSAGING, WITH THE OPPORTUNITY TO PREDICT FUTURE VIRTUAL FASHION TRENDS WHILE KEEPING A REAL RETAIL PRESENCE