Possibilities and limits of virtual and augmented reality in the purchase decision process for clothing

Bastian Quattelbaum; Christof Breckenfelder; Jens Voigt; Leonie Maas

doi:10.25367/cdatp.2022.3.p42-50

Authors

Bastian Quattelbaum Faculty Textile and Clothing Technology, Niederrhein University of Applied Sciences, Mönchengladbach, Germany https://orcid.org/0000-0002-2512-9535
Christof Breckenfelder Faculty Textile and Clothing Technology, Niederrhein University of Applied Sciences, Mönchengladbach, Germany
Jens Voigt Faculty Textile and Clothing Technology, Niederrhein University of Applied Sciences, Mönchengladbach, Germany
Leonie Maas Faculty Textile and Clothing Technology, Niederrhein University of Applied Sciences, Mönchengladbach, Germany

DOI:

https://doi.org/10.25367/cdatp.2022.3.p42-50

Keywords:

Clothing, Augmented Reality, Virtual Reality

Abstract

This paper examines the influence of virtual and augmented reality on the purchasing decision-making process for clothing. The aim of the study is to gain well-founded insights into the possibilities and limitations of using virtual and augmented reality (VR and AR) techniques in that process. It can be shown that VR and AR applications as interactive systems can offer valuable support in the purchasing decision-making process. New chances and possibilities arise for future shopping in virtual or augmented realities, in which customers are supported in their decision-making. So far, the simulation of visual properties, the limited range of offered pieces, the lack of customer acceptance as well as high barriers to entry and expensive hardware solutions have weakened the full exploitation of potential.

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