Conference article

The aim of this study is to explore the fashion show of the QUALIA design and business experience marketing through the actor network theory (ANT). This study uses case study to explore business sponsorship fashion show activities. The participants can build through the atmosphere, emotional space to create, meticulous fashion curatorial design, to experience the meaning of culture and creativity. This study establishes the action network process of the fashion show activity and the commercial experience marketing innovation service. Different from the past fashion show focused on specific people or things concerned. Follow the different actors observe the dynamic changes in the participation process. The results thinking from network of actors both human and non-human actors interact with each other. Through the heterogeneous network staggered links. In this study we constructed the action network elements of fashion show and experience marketing. The commercial fashion show experience marketing activities, through the ANT heterogeneous network staggered links, (includes brand, designer etc.) active participants, and (exhibition supermodel, media celebrity etc.) passive participants to maintain the relationship between the actors. The actor’s network translation process, both the human and non-human actors interact with each other, the actor’s active role in the value of the interests of the action, but not necessarily equal relationship. And through the expansion of the actors to create a stronger network system, can be fashion industry network structure and relationship to effectively adjust and change. Construction of fashion experience marketing value connotation of the action network service network system.

Fashion Show, QUALIA, Actor Network Theory (ANT)