Designing interactive fashion shows: Innovating through multisensory simulations

Abstract

The tremendous development of stereoscopic 3D visualization and multisensory simulations has been fundamentally changing brand communication, consumer learning, product knowledge and the decision-making process. This research aims to study consumer learning in a designed interactive fashion show platform in order to deepen our understanding of the undiscovered framework. A designed, self-directed interactive platform for consumers to organize their own fashion show is established in this research. The result of this study suggests three major domains for fashion retailing businesses to explore in order to cope with the challenges of the digital age.