Undergraduate Research

Virtual Reality (VR): Is This New Technology Viable for Fashion Retailers?

Authors: Angelina D'Sousa (Virginia Tech) , Doris H. Kincade (Virginia Tech) , Peggy P. Quesenberry (Virginia Tech)

Abstract

The retail landscape is constantly changing, and retailers are seeking new ways to reach customers. Consumers are no longer willing to wait for new products to appear in brick-and-mortar stores. Although VR is widely discussed in sports and gaming situations, the topic has received limited academic study in fashion retail disciplines. This two part study uses management theory on innovation adoption and firm performance to examine the use of VR in fashion retail. The study included online research of VR implementation as well as survey of VR users. Findings may be useful to retailers who wish to implement VR as a marketing and product offering tool.

Keywords: retail technology, virtual reality, VR

How to Cite: D'Sousa, A. , Kincade, D. H. & Quesenberry, P. P. (2019) “Virtual Reality (VR): Is This New Technology Viable for Fashion Retailers?”, International Textile and Apparel Association Annual Conference Proceedings. 76(1). doi: https://doi.org/10.31274/itaa.8781