2024.09.17
Realizing More Realistic Textile Textures: What the New Era of Apparel Marketing Pioneered by "Vision+" Looks Like
In July 2024, GOOD VIBES ONLY INC., which provides DX services for the apparel industry, launched a new branding service utilizing digital fashion called "Vision+."
By combining 3DCG and live-action footage, this unique approach visually highlights the appeal of brands, achieving an impact that surpasses traditional advertising methods.
The apparel brand "Her lip to," led by creative director Haruna Kojima, has utilized Vision+ to achieve an astounding impression increase of up to 623%.
While cutting-edge technologies often generate buzz, many readers may wonder what exactly can be done and what the benefits are.
Therefore, this time, we spoke with Yuya Tao from GOOD VIBES ONLY INC. about Vision+'s development background, features, benefits, and future prospects.
PROFILE
Yuya Tao
Executive Officer, GOOD VIBES ONLY INC.
After graduating from a fashion vocational school, he worked in sales before moving to Tokyo. He has since experienced all roles except technical positions like designer and pattern maker, including MD and wholesale & direct store sales. He later joined GOOD VIBES ONLY INC.
Vision+ Born from Client Needs for Increased Sales
Vision+, provided by GOOD VIBES ONLY INC., is a service that creates new branding videos utilizing 3DCG and live-action video technologies previously used in films.
"Our mission is to 'solve the issues of the apparel industry in the shortest and fastest way' by managing all processes from product planning to manufacturing, sales, and analysis digitally through services like 'Prock.'
"On the other hand, we received many requests for increased sales in addition to efficiency and optimization in our clients' operations. Therefore, we decided to provide a new solution 'Vision+' that combines our marketing/PR services with our products," says Tao.
Vision+, born from the needs of clients, particularly excels in replicating the "texture of fabrics." By using "digital fabric data," the realistically difficult-to-express materials in traditional 3D apparel can now be truly realized.
"Digital fabric data combines texture (image) data that represents the feel of fabric with physical property data, digitally replicating fabrics.
"By using high-precision scanners to capture texture data and adding physical property data along with further adjustments, high-quality digital fabric data is generated that closely resembles the actual product."
It is noted that generating patterns for items like knits can be challenging due to their intricate designs, but thanks to the cooperation of multiple fabric trading companies and textile manufacturers, they have been able to replicate these textures.
Furthermore, by collaborating with Prock mentioned earlier, a seamless flow from product planning to production has been made possible.
Not Just Novelty, But ROI & Practical Value
With this approach, Vision+ is expected to convey brand products more realistically and engrave them deeply in consumers' memories by uniquely combining 3DCG and live-action.
In fact, various brands have seen positive effects, with "Her lip to" producing a PR video for their limited-time offering "Her lip to Ice Cream -THE VACATION SHOP-" that, when compared to the pre-posted video, saw a maximum impression increase of 623%.
Additionally, it has led to cost reductions compared to traditional 3D production methods.
"Typically, traditional 3D production companies charge between 500,000 to 1,000,000 yen, but by leveraging our unique digital fabrics, we can offer services starting from 150,000 yen," says Tao.
When considering marketing initiatives, many readers are likely concerned about "ROI." The company's services promise lower costs with higher effectiveness compared to traditional methods.
In other words, Vision+ is not merely a novel application of cutting-edge technology; it can be considered a practical solution focused on achieving results in real apparel business.
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