Market segmentation & expert interviews: a methodological approach to researching consumer behaviour towards virtual try-ons in the online fashion retail industry

Abstract

Virtual Try-Ons have recently emerged as a new type of augmented reality application aiming at personalising the customer’s online shopping experience and enabling the visualisation of unique value from the ownership of the product. As such, augmented reality has significantly impacted online fashion retail. The lack of sovereignty over personal data due to amplified data tracking represents an obstacle to the adoption of new technologies. This research explores how customers respond to virtual try-on features and analyses the trade-off between willingness to share personal data and the perceived added value to the shopping experience related to different types of products.