Page 275 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes  Continuous partial attention: Teens today consume 13 hours of content daily and have
constant exposure to new ‘news’. As experts at managing content and information, they
engage in never-ending conversations, constantly “live streaming” their experiences to
the world.
 Chameleons: Gen C consumers are “chameleons”, constantly changing and morphing
their identities to simultaneously belong to as many different tribes as possible. One-
dimensionality is not an option for Gen C.

 Co-creators: The social web has brought out Gen C’s creativity, leading to what Mr X calls
the “democratisation of creativity”. They no longer consume ideas, but actively participate,
play and collaborate. They demand to be part of the brand story.

Five Tips for Creating Generation C:

1. Keep it relevant, useful and entertaining.
2. Enhance social status within tribes.
3. Ask for a reaction and have a fun social interface.
4. Connect Gen C members with each other, not just with a brand.

5. Enable Gen C to participate in, play with or produce themselves and pass on.
Self Assessment

Fill in the blanks:
11. To successfully market to Gen C consumers, brands must create fresh, ........................ capital.
12. Mobile devices have become “........................”, enabling them to connect, create and share
opinions and thoughts with their tribes.
13. Like many youths, Gen C form their identities by belonging and expressing themselves
within “tribes” reflecting the desire to “........................” around interesting ideas, cultural
objects, causes and movements.

14.4 The Magic of Augmented and Mixed Realities

Augmented Reality (AR) is a live, direct or indirect, view of a physical, real-world environment
whose elements are augmented by computer-generated sensory input such as sound, video,
graphics or GPS data. It is related to a more general concept called mediated reality, in which a
view of reality is modified (possibly even diminished rather than augmented), by a computer.
As a result, the technology functions by enhancing one’s current perception of reality. By contrast,
virtual reality replaces the real world with a simulated one. Augmentation is conventionally in
real-time and in semantic context with environmental elements, such as sports scores on TV
during a match. With the help of advanced AR technology (e.g. adding computer vision and
object recognition) the information about the surrounding real world of the user becomes
interactive and digitally manipulable. Artificial information about the environment and its
objects can be overlaid on the real world.

Mixed Reality (MR) visual displays, a particular subset of Virtual Reality (VR) related technologies
that involve the merging of real and virtual worlds somewhere along the “virtuality continuum”
which connects completely real environments to completely virtual ones.

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