The use of stereoscopic 3D virtual reality in fashion advertising and retailing

Abstract

The study explores the impacts of implementing stereoscopic 3D virtual reality technology for fashion advertising and retailing. We established a stereoscopic 3D fashion show interface for both a research protocol and a free-to-attempt advertising platform. Reflections from audiences praised a stereoscopic 3D fashion show experience built a strong sense of telepresence and a hedonic experience, which enriches product information and arouse purchase intention, which is consistent with suggestions by other research in fashion retailing.