The Potential of Virtual Reality in the Apparel Industry

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2016-11-09
Authors
Park, Minjung
Im, Hyunjoo
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.

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Virtual reality (VR) is one of the recent technological advancements that has a powerful potential to be integrated in the fashion industry due to its ability to mimic a real-life shopping experience. Therefore, it is timely to investigate the potential of VR in the fashion industry. This study reports an empirical case study of utilizing VR for apparel store experiences and provides a SWOT (Strengths, Weakness, Opportunities, and Threats) analysis of using VR in the apparel retailing. In this case study, the 3D modeling software “SketchUp†was used to create the virtual apparel model stores and forty female undergraduate students were invited to experience and evaluate the VR stores. This study will help both apparel retailers and scholars to better understand benefits and challenges VR uniquely presents.

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