The Potential of Virtual Reality in the Apparel Industry
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 â€œSketchUpâ€ 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.