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AR In-Store Solutions for Different Fashion Retail Environments: Retailers’ Perspectives

In: Extended Reality and Metaverse

Author

Listed:
  • Liangchao Xue

    (Loughborough University)

  • Christopher J. Parker

    (Loughborough University)

  • Cathryn A. Hart

    (Loughborough University)

Abstract

Fashion retail has faced immense changes in the rapid development of e-Commerce. This has created significant uncertainty for traditional shopping, and Covid-19 worsens this situation. To improve the consumer shopping experience and increase sales revenue for fashion retailers, we need to reveal what category of AR solution is most useful for different fashion retail environments. We prove that the fashion retail market is ill-prepared to use AR through 13 semi-structured interviews with high-street retailers, high-end retailers, and UX/AR designers. AR aims to offer a seamless shopping experience for high-street consumers by prioritising the functional purpose but animating AR in an exciting way in a high-street store, enabling consumers to obtain an efficient and enjoyable shopping experience. Designing high-end AR retail environments should focus more on hedonic value by telling a brand/trend story, enabling consumers to engage with the story and have human interaction to ensure a superior service.

Suggested Citation

  • Liangchao Xue & Christopher J. Parker & Cathryn A. Hart, 2023. "AR In-Store Solutions for Different Fashion Retail Environments: Retailers’ Perspectives," Springer Proceedings in Business and Economics, in: Timothy Jung & M. Claudia tom Dieck & Sandra Maria Correia Loureiro (ed.), Extended Reality and Metaverse, pages 39-51, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-25390-4_3
    DOI: 10.1007/978-3-031-25390-4_3
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