Exploiting Virtual Reality for Enhancing the Shopping Experience in the Fashion Industry: Between Interaction and Perception

Ricci, Marina

doi:10.1109/ismar-adjunct57072.2022.00210

Cited by 5 publications

(3 citation statements)

References 20 publications

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“…As a result, the fashion industry is surprisingly one of the keenest to adopt digitization strategies using digital technologies such as VR to transform its business model, motivated by the apparent plethora of options and benefits it offers (Bertola & Teunissen, 2018;Boardman et al, 2020;Ricci, 2022). Indeed, considering the importance of fashion as a global business today, the transition to 'hybrid' modes of experience can have a huge impact also in terms of more efficient and sustainable modes of production (Bulovic & Covic, 2020).…”

Section: Introductionmentioning

confidence: 99%

“…Thus, although VR has proven its effectiveness in the field of fashion retail, there are only limited experimental studies (Xi & Hamari, 2021). On this basis, this paper aims to provide insights into the use of digital VR technology to improve the shopping experience in the fashion industry towards the Metaverse, by expanding the previous study of Ricci (2022), and by presenting the results of an experimental design.…”

Section: Introductionmentioning

confidence: 99%

“…Only Ricci (2022) presented a future agenda about the design and development of VR and haptic applications with the aim of improving the fashion shopping experience.…”

Section: Introductionmentioning

confidence: 99%

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Assessing the impact of immersive versus desktop virtual reality shopping experiences in the fashion industry metaverse

Marina Ricci,

Di Roma,

Fiorentino

2023

Connectivity and Creativity in Times of Conflict

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The digital transition towards the Metaverse deeply permeated by digital technologies is the core of current debates. In this shift, fashion emerges as a relevant context for analyzing the implications of the Metaverse, with fashion companies being among the first industries to implement projects in this persistent virtual space. Today, with fashion being such a relevant global business, but one of the most polluting industries, its transition towards "hybrid" experience modes can produce significant impacts in terms of more efficient and sustainable modes of production.Also, in the existing spectrum of digital technologies, Virtual Reality (VR) represents an opportunity and a tool from which the fashion industry can benefit. However, although VR has proven its effectiveness in fashion retail, the scientific literature still presents limited studies; yet there is plenty of scope for its potential use in the fashion industry. Also, there is a lack of studies comparing Immersive VR (IVR) to non-immersive shopping experiences, such as Desktop Virtual Reality (DVR). Therefore, researchers must identify the differences between IVR and DVR systems since they may affect users during their evaluation. For this reason, further research is needed to assess how VR technology can improve the shopping experience towards the Metaverse.The aim of the research is to compare the experience of buying an accessory (i.e., a luxury handbag) on a desktop computer, DVR, with that in IVR, assessing the impact in terms of system usability. To test the differences in terms of usability, we developed two versions of the application. The first is developed as a traditional desktop application and the second is developed for the IVR Head-Mounted Display (Oculus Quest 2).We hypothesized that IVR modes can be more easily used and accessed by the user. To this aim, we conducted a within-subject experiment with 60 participants by administering the System Usability Scale (SUS) questionnaire to compare the DVR and IVR applications.Thus, the paper shows that display, interaction, and locomotion in the design of shopping experiences can generate different feedback on the system usability, and therefore IVR could be a more suitable tool for novel shopping modes in the fashion industry towards the Metaverse.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Assessing the impact of immersive versus desktop virtual reality shopping experiences in the fashion industry metaverse

Marina Ricci,

Di Roma,

Fiorentino

2023

Connectivity and Creativity in Times of Conflict

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Immersive and desktop virtual reality in virtual fashion stores: a comparison between shopping experiences

et al. 2023

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With the high growth and prosperity of e-commerce, the retail industry needs to explore new technologies that improve digital shopping experiences. In the current technological scenario, Virtual Reality (VR) emerges as a tool and an opportunity for enhancing shopping activities, especially for the fashion industry. This study explores whether using Immersive Virtual Reality (IVR) technologies enhances the shopping experience in the fashion industry compared to Desktop Virtual Reality (DVR). A within-subject experiment was carried out involving a sample of 60 participants who completed a simulated shopping experience. In the first mode (DVR), a desktop computer setup was used to test the shopping experience using a mouse and keyboard for navigation. The second mode (IVR) exploited a Head-Mounted Display (HMD), and controllers, that allowed navigation while seated on a workstation to avoid sickness. Participants had to find a bag in the virtual shop and explore its features until they were ready to purchase it. Post-hoc measures of time duration of the shopping experience, hedonic and utilitarian values, user experience, and cognitive load were compared. Results showed that participants experienced higher hedonism and utilitarianism in the IVR shop compared to DVR. The cognitive load was comparable in both modes, while user experience was higher in IVR. In addition, the time duration of the shopping experience was higher in IVR, where users stayed immersed and enjoyed it for longer. This study has implications for fashion industry research, as the use of IVR can potentially lead to novel shopping patterns by enhancing the shopping experience.

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VR Designer: enhancing fashion showcases through immersive virtual garment fitting

Sarakatsanos,

Papazoglou-Chalikias,

Boikou

et al. 2024

Virtual Reality

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This paper introduces a Virtual Reality (VR) application tailored for fashion designers and retailers, transcending traditional garment design and demonstration boundaries by presenting an immersive digital garment showcase within a captivating VR environment. Simulating a virtual retail store, designers navigate freely, selecting from an array of avatar-garment combinations and exploring garments from diverse perspectives. This immersive experience offers designers a precise representation of the final product’s aesthetics, fit, and functionality on the human body. Our application can be considered as a pre-manufacturing layer, that empowers designers and retailers with a precise understanding of how the actual garment will look and behave. Evaluation involved comprehensive feedback from both professional and undergraduate fashion designers, gathered through usability testing sessions.

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Exploiting Virtual Reality for Enhancing the Shopping Experience in the Fashion Industry: Between Interaction and Perception

Cited by 5 publications

References 20 publications

Assessing the impact of immersive versus desktop virtual reality shopping experiences in the fashion industry metaverse

Assessing the impact of immersive versus desktop virtual reality shopping experiences in the fashion industry metaverse

Immersive and desktop virtual reality in virtual fashion stores: a comparison between shopping experiences

VR Designer: enhancing fashion showcases through immersive virtual garment fitting

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