Transforming the e-retailing experience: Towards a framework for the socialisation of the virtual fitting room
Transforming the e-retailing experience: Towards a framework for the socialisation of the virtual fitting room
This chapter discusses the use of social elements within technologies such as the 3D fitting room for fashion brands to enhance the customer's e-retailing brand experience. We start this chapter with a review of the main theories and concepts that relate to the socialisation of the virtual fitting room. Following this, a conceptual framework is developed founded on the creation of four different scenarios, based on different types of interaction: (1) employee–consumer, (2) consumer–consumer, (3) employee–consumer–consumer, and (4) employee–consumer–third party (key online influencers, bloggers). We finalise this chapter with recommendations from the analysis of the scenarios presented. The findings and contributions of this chapter could be of interest to both practitioners and researchers in the field of fashion marketing and retail management as well as web design managers.
Socialisation, Virtual fitting room, E-retailing, Brand experience, Social shopping, Salesperson, Virtual reality, Social norms
129-146
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Bazaki, Eirini
df6ddfcb-9794-48d9-95fc-f341f1d3c695
2020
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Bazaki, Eirini
df6ddfcb-9794-48d9-95fc-f341f1d3c695
Wanick, Vanissa and Bazaki, Eirini
(2020)
Transforming the e-retailing experience: Towards a framework for the socialisation of the virtual fitting room.
In,
Pantano, Eleonora
(ed.)
Retail Futures: The Good, the Bad and the Ugly of the Digital Transformation.
Emerald Publishing, .
(doi:10.1108/978-1-83867-663-620201016).
Record type:
Book Section
Abstract
This chapter discusses the use of social elements within technologies such as the 3D fitting room for fashion brands to enhance the customer's e-retailing brand experience. We start this chapter with a review of the main theories and concepts that relate to the socialisation of the virtual fitting room. Following this, a conceptual framework is developed founded on the creation of four different scenarios, based on different types of interaction: (1) employee–consumer, (2) consumer–consumer, (3) employee–consumer–consumer, and (4) employee–consumer–third party (key online influencers, bloggers). We finalise this chapter with recommendations from the analysis of the scenarios presented. The findings and contributions of this chapter could be of interest to both practitioners and researchers in the field of fashion marketing and retail management as well as web design managers.
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e-pub ahead of print date: 7 October 2020
Published date: 2020
Keywords:
Socialisation, Virtual fitting room, E-retailing, Brand experience, Social shopping, Salesperson, Virtual reality, Social norms
Identifiers
Local EPrints ID: 444307
URI: http://eprints.soton.ac.uk/id/eprint/444307
PURE UUID: 924156b5-47c0-40cc-8f64-ade4dc7d7d26
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Date deposited: 12 Oct 2020 16:31
Last modified: 14 Dec 2024 02:53
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Contributors
Editor:
Eleonora Pantano
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