Fashion Virtual Reality in E-commerce

  • Maria Piñas Parés Universitat Rovira i Virgili
  • Querubina Cruz Universidad de Ceuta
  • Laura Sánchez Universidad de Ceuta
Keywords: Fashion, Virtual Reality, Augmented Reality, Shopping Online, E-Commerce


The Virtual Reality (VR) and Augmented Reality (AR) economic impact is expected to hit US$ 29.5 billion in 2020. Brands (Volvo / L'Oréal) and retailers (Carrefour / Lowe's) have built on-site VR facilities which offer more attractive shopping experiences than traditional environments. The restricted and inconclusive results of the retail hunt, however, call for further studies on how to create more productive online shopping environments. There are some types of VR and so many applications for it in the Fashion Industry, as interactive mirrors and glasses or apps and webs to feel like if you were shopping and trying all the clothes without moving of the sofa. Online purchase is expected to be more secure because the consumer can virtually try outfits before buying. This paper analyses the consumers experience using an experiment with female undergraduate students. The experiment was conducted to determine the feasibility of using VR fashion retail store models in designing store layouts and understanding how shoppers communicate with shops.

How to Cite
ParésM. P., CruzQ., & SánchezL. (2020). Fashion Virtual Reality in E-commerce. International Journal of Technology for Business, 2(1), 14-22. Retrieved from