BRAND DEVELOPMENT STRATEGY OF MICRO SCALE SHOE INDUSTRIES BASED ON AUGMENTED REALITY FOR SMARTPHONE APPLICATION
Rendy Ridwan Hidayat, Andar Bagus Sriwarno · Jurnal Sosioteknologi · 2015
One of the best fashion products made in Bandung is shoes.Bandung micro scale shoe industries have a great potential to reach international market.But it is still constrained by conventional product marketing.This research aims to explore digital information technology to develop digital product marketing.At this moment, digital marketing strategy has been able to reach the gaps that cannot be done through conventional strategy.This research focused on digital interaction development intended as a bridge for consumers to get product information through augmented reality.User can see the shape, material, and color closely resembling real shoes through augmented reality feature.This is the main solution offered in this research.