The use of augmented reality to enhance consumer experience: the case of Kohl’s Snapchat Virtual Closet and Sephora Virtual Artist: The case of Kohl’s snapchat virtual closet and sephora virtual artist
The use of augmented reality to enhance consumer experience: the case of Kohl’s Snapchat Virtual Closet and Sephora Virtual Artist: The case of Kohl’s snapchat virtual closet and sephora virtual artist
The pandemic has forced fashion brands to find alternatives to provide more engaging online consumer experiences, particularly through emerging technologies such as Augmented Reality (AR). The Virtual Fitting Room (VFR) is an example of that.Consumers can try fashion products and interact with them without having to visit a store. This chapter addresses the use of AR try-on services by fashion brands with the aim to enhance the consumer experience. This chapter aims at providing a set of recommendations for fashion brands to employ AR within their brand strategy through a multi-case study approach. Two cases were analysed: Kohl’s Snapchat Virtual Closet (KSVC), released in 2020, and
Sephora Virtual Artist (SVA), released in 2017. First, we start by analysing the consumer journey in each of the cases, including the characteristics of the brand and the technological features; this is followed by a comparison between the cases. Five themes emerged from our analysis: social media integration and brand congruency, consumer agency and flow experience, narrative experiences and omnichannel orchestration and inclusive design and sustainable fashion. Implications for both practice and theory are discussed. We finish the chapter with recommendations and insights about the use of AR for fashion brands, including emergent themes such as adaptive fashion.
Augmented reality, Consumer experience, Virtual fitting room, Adaptive fashion, Consumer agency
55-71
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Stallwood, James
51395451-46e8-4433-ae3f-afa8a504b910
Bazaki, Eirini
df6ddfcb-9794-48d9-95fc-f341f1d3c695
January 2023
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Stallwood, James
51395451-46e8-4433-ae3f-afa8a504b910
Bazaki, Eirini
df6ddfcb-9794-48d9-95fc-f341f1d3c695
Wanick, Vanissa, Stallwood, James and Bazaki, Eirini
(2023)
The use of augmented reality to enhance consumer experience: the case of Kohl’s Snapchat Virtual Closet and Sephora Virtual Artist: The case of Kohl’s snapchat virtual closet and sephora virtual artist.
In,
Bazaki, Eirini and Wanick, Vanissa
(eds.)
Reinventing Fashion Retailing: Digitalising, Gamifying, Entrepreneuring.
(Palgrave Studies in Practice: Global Fashion Brand Management)
Springer Nature, .
(doi:10.1007/978-3-031-11185-3_4).
Record type:
Book Section
Abstract
The pandemic has forced fashion brands to find alternatives to provide more engaging online consumer experiences, particularly through emerging technologies such as Augmented Reality (AR). The Virtual Fitting Room (VFR) is an example of that.Consumers can try fashion products and interact with them without having to visit a store. This chapter addresses the use of AR try-on services by fashion brands with the aim to enhance the consumer experience. This chapter aims at providing a set of recommendations for fashion brands to employ AR within their brand strategy through a multi-case study approach. Two cases were analysed: Kohl’s Snapchat Virtual Closet (KSVC), released in 2020, and
Sephora Virtual Artist (SVA), released in 2017. First, we start by analysing the consumer journey in each of the cases, including the characteristics of the brand and the technological features; this is followed by a comparison between the cases. Five themes emerged from our analysis: social media integration and brand congruency, consumer agency and flow experience, narrative experiences and omnichannel orchestration and inclusive design and sustainable fashion. Implications for both practice and theory are discussed. We finish the chapter with recommendations and insights about the use of AR for fashion brands, including emergent themes such as adaptive fashion.
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Accepted/In Press date: 18 October 2022
Published date: January 2023
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© 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
Keywords:
Augmented reality, Consumer experience, Virtual fitting room, Adaptive fashion, Consumer agency
Identifiers
Local EPrints ID: 471583
URI: http://eprints.soton.ac.uk/id/eprint/471583
ISSN: 2523-3505
PURE UUID: 1476476e-ea71-402a-be76-bb59e2376175
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Date deposited: 14 Nov 2022 17:37
Last modified: 27 Apr 2024 01:58
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Author:
James Stallwood
Editor:
Eirini Bazaki
Editor:
Vanissa Wanick
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