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The Shop of the Future: Bridging the Online/Offline Experience Gap in Fashion Retail Through Virtual Reality

The Shop of the Future: Bridging the Online/Offline Experience Gap in Fashion Retail Through Virtual Reality
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Author(s): Christian Hendrik Toma (The London College of Fashion, University of the Arts, UK)
Copyright: 2018
Pages: 27
Source title: Fashion and Textiles: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-3432-7.ch003

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Abstract

Fashion customers often regard shopping online for clothing as being more of a convenience-based event rather than an experience-bearing touch point, lacking both relational and sensory attributes (Cai, Shen, & Guo, 2012). In a clear attempt to add further dimensions to online retailing, virtual reality (VR) clearly emerged at CES 2015 (Consumer Electronic Show) as a promising solution to watch (Housley, 2015). Within the context outlined above, this chapter set out to explore whether and how online retailers within the fashion industry could bridge the gap between the offline and online customer experience through the use of virtual reality solutions. More specifically, the objectives of this chapter are to: (1) explore the potential impact and possible applications of VR within the fashion retailing industry, (2) identify and critically analyse consumers' and fashion retailers' attitudes towards VR, (3) assess contributing factors and barriers to investment in VR solutions by fashion retailers.

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