Virtual Reality in the Clothing Sector: How to best combine Physical and Digital customers experiences

Francesco Antinucci

Master's thesis

Abstract:

The general objective of the thesis is to explore the use of Virtual reality in the fashion and clothing industry. Specifically, it intends to gain knowledge on the impact of Virtual Reality on consumers and on the industry itself. Additionally, the study focuses on understanding the effectiveness of adopting a phygital strategy, which is made possible due to the combination of physical and digital methods. A methodology based on a qualitative approach, specifically on interviews with experts, has been utilized. The results have highlighted that Virtual Reality has positive effects on consumer engagement and buying behavior in the fashion industry, as well as on industry sales. Moreover, a phygital strategy has been mentioned to be the best strategy to implement for both consumers and brands, as it enables a dynamic and complete shopping experience, and a great competitive advantage.

Abstract:

The general objective of the thesis is to explore the use of Virtual reality in the fashion and clothing industry. Specifically, it intends to gain knowledge on the impact of Virtual Reality on consumers and on the industry itself. Additionally, the study focuses on understanding the effectiveness of adopting a phygital strategy, which is made possible due to the combination of physical and digital methods. A methodology based on a qualitative approach, specifically on interviews with experts, has been utilized. The results have highlighted that Virtual Reality has positive effects on consumer engagement and buying behavior in the fashion industry, as well as on industry sales. Moreover, a phygital strategy has been mentioned to be the best strategy to implement for both consumers and brands, as it enables a dynamic and complete shopping experience, and a great competitive advantage.

Keywords

fashion brands, phygital strategy, customer journey, industry sales, consumer engagement, Virtual reality

Keywords

customer journey, consumer engagement, virtual reality, ‘phygital’ strategy, fashion brands, industry sales

Language used: English

Date on which the thesis was submitted / produced: 23. 8. 2023

Thesis defence

• Date of defence: 7. 9. 2023
• Supervisor: Martin Machek
• Reader: Daniela Kolouchová

Vysoká škola ekonomická v Praze

Master programme:
Management