Classification of virtual fitting room technologies in the fashion industry: from the perspective of consumer experience

Virtual fitting rooms (VFR) bring great opportunities to the fashion industry by enabling consumers to virtually try on products. However, while VFRs have technically been available for a while, they are less utilised because of consumers' potential concerns of accuracy of the simulation. Moreover, a variety of VFR technologies exist in the marketplace with each using different solutions and with different capabilities, making it harder for retailers to decide on which one to adopt. Therefore, the purpose of this study is to conduct a classification of available VFR technologies from the perspective of consumer experience, particularly cognitive vs. affective experiences. Data for this study were obtained from multiple sources, including academic journals, trade magazines, company websites, and other internet sources. Seven distinctive types of VFRs available in the marketplace were identified, each providing different consumer experiences and satisfaction via their different levels of realism in the simulation process.