Dijital Dönüşüm Sürecinde Lüks Marka İletişiminde Artırılmış Gerçeklik: L’Oreal Örneği

Abstract

In recent years, the reflections of changes especially in information communication technologies have been encountered in almost all fields. However, the developments in internet and the transformations in internet-based applications are also noteworthy. It is possible to say that the communication process between the brand and the target group is also included in this new media environment and it is integrated with this process in internet (web) based applications. This harmony and adaptation process in luxury brand communication can be said to be relatively slower and more cautious than other brand types. However, it can be said that luxury brands have also started to adapt to digital applications, transformations such as augmented reality (AR) or artificial intelligence (AI). From this point of view, how luxury brands are involved in internet-based applications and the process of digital transformation along with it and its description based on the related applications form the main subject of this study. In the first part of this study, how the digital transformation is experienced within the framework of luxury brand communication, to what extent they can be included and their applications related to augmented reality will be described. In the second part, this application of L'Oreal brand, which is one of the limited number of examples, which especially uses augmented reality applications, is included and carried out at https://www.lorealparisusa.co the official web page will be subject to content analysis. In this sense, the content of web pages will be analysed. The aim of this research is to define the applications of augmented reality in the digital transformation process and to evaluate and reveal the relationship between them on the basis of the concerned sample in luxury brand communication. Since the related sample is in the report entitled Global Powers of Luxury Consumption 2018, which is one of the researches that the Deloitte research organization makes intended for luxury brands, it will be analyzed in this study. In the related literature, the specificity of this study is important because of the relatively limited number of studies included in this study.