Abstract
Fashion retail has faced immense changes in the rapid development of e-Commerce. This has created significant uncertainty for traditional shopping, and Covid-19 worsens this situation. To improve the consumer shopping experience and increase sales revenue for fashion retailers, we need to reveal what category of AR solution is most useful for different fashion retail environments. We prove that the fashion retail market is ill-prepared to use AR through 13 semi-structured interviews with high-street retailers, high-end retailers, and UX/AR designers. AR aims to offer a seamless shopping experience for high-street consumers by prioritising the functional purpose but animating AR in an exciting way in a high-street store, enabling consumers to obtain an efficient and enjoyable shopping experience. Designing high-end AR retail environments should focus more on hedonic value by telling a brand/trend story, enabling consumers to engage with the story and have human interaction to ensure a superior service.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Boardman, R., Henninger, C.E., Zhu, A.: Augmented reality and virtual reality: new drivers for fashion retail? In: Vignali, G., Reid, L.F., Ryding, D., Henninger, C.E. (eds.) Technology-Driven Sustainability, pp. 155–172. Springer, Cham (2020). https://doi.org/10.1007/978-3-030-15483-7_9
Brengman, M., Willems, K., Van Kerrebroeck, H.: Can’t touch this: the impact of augmented reality versus touch and non-touch interfaces on perceived ownership. Virtual Reality 23(3), 269–280 (2018). https://doi.org/10.1007/s10055-018-0335-6
Calugar-Pop, C., Lee, P.: Post lockdown: a new digital consumer? Deloitte UK, 25 August 2020. https://www2.deloitte.com/uk/en/pages/technology-media-and-telecommunications/articles/digital-consumer-trends-lockdown-behaviour.html
Cruz, E., et al.: An augmented reality application for improving shopping experience in large retail stores. Virtual Reality 23(3), 281–291 (2018). https://doi.org/10.1007/s10055-018-0338-3
Evanschitzky, H., Eisend, M., Calantone, R.J., Jiang, Y.: Success factors of product innovation: an updated meta-analysis. J. Prod. Innov. Manag. 29, 21–37 (2012)
Gaskin, S.P., Griffin, A., Hauser, J.R., Katz, G.M., Klein, R.L.: Voice of the customer. In: Wiley International Encyclopedia of Marketing. Wiley Online Library (2010)
Hagtvedt, H., Patrick, V.M.: The broad embrace of luxury: hedonic potential as a driver of brand extendibility. J. Consum. Psychol. 19(4), 608–618 (2009)
Javornik, A., Rogers, Y., Moutinho, A.M., Freeman, R.: Revealing the shopper experience of using a “magic mirror” augmented reality make-up application. Conf. Designing Interact. Syst. 2016, 871–882 (2016)
Kastanakis, M.N., Balabanis, G.: Between the mass and the class: antecedents of the “bandwagon” luxury consumption behavior. J. Bus. Res. 65(10), 1399–1407 (2012)
McGarrigle, I.: The Retail World 2020 Retailing in a Time of Crisis (Issue 04) (2020). https://www.worldretailcongress.com/__media/files/Congress-content/ISSUE-4---RETAILING-IN-A-TIME-OF-CRISIS.pdf
Meyer-Waarden, L., Benavent, C.: Grocery retail loyalty program effects: self-selection or purchase behavior change? J. Acad. Mark. Sci. 37(3), 345–358 (2009)
Nikhashemi, S.R., Knight, H.H., Nusair, K., Liat, C.B.: Augmented reality in smart retailing: A (n) (A) symmetric approach to continuous intention to use retail brands’ mobile AR apps. J. Retail. Consum. Serv. 60, 102464 (2021)
Pantano, E., Pizzi, G., Scarpi, D., Dennis, C.: Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. J. Bus. Res. 116(May), 209–213 (2020)
Parker, C.J., Doyle, S.A.: Designing indulgent interaction: luxury Fashion, M-Commerce, and Übermensch. In: Ozuem, W., Azemi, Y. (eds.) Digital Marketing Strategies for Fashion and Luxury Brands, pp. 1–21. IGI Global (2018)
Parker, C.J., Wenyu, L.: What influences Chinese fashion retail? shopping motivations, demographics and spending. J. Fashion Mark. Manage. 23, 158–175 (2019)
Parker, C., Wang, H.: Examining hedonic and utilitarian motivations for m-commerce fashion retail app engagement. J. Fashion Mark. Manage. Int. J. 20(4), 487–506 (2016)
Picot-Coupey, K., Krey, N., Huré, E., Ackermann, C.L.: Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale. J. Bus. Res. 126, 578–590 (2020)
Piotrowicz, W., Cuthbertson, R.: Introduction to the special issue information technology in retail: toward omnichannel retailing. Int. J. Electron. Commerce 18(4), 5–16 (2014)
Puttaiah, M.H., Raverkar, A.K., Avramakis, E.: All change: how COVID-19 is transforming consumer behaviour. Swiss Re Institute (2020). https://www.swissre.com/institute/research/topics-and-risk-dialogues/health-and-longevity/covid-19-and-consumer-behaviour.html
Soysal, G., Zentner, A., Zheng, Z.: Physical stores in the digital age: how store closures affect consumer churn. Prod. Oper. Manag. 28(11), 2778–2791 (2019)
Stathopoulou, A., Balabanis, G.: The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers. J. Bus. Res. 69(12), 5801–5808 (2016)
Stokel-Walker, C.: ‘Forget Easter–life won’t be back to normal until 2024. The Telegraph, 17 December 2020. https://www.telegraph.co.uk/health-fitness/body/forget-easter-life-wont-back-normal-2024/
Wiedmann, K.P., Hennigs, N., Siebels, A.: Value-based segmentation of luxury consumption behavior. Psychol. Mark. 26(7), 625–651 (2009)
Xue, L., Parker, C.J., Hart, C.: How to engage fashion retail with VR: a consumer perspective. In: 5th International Augmented and Virtual Reality Conference (2019)
Xue, L., Parker, C.J., Hart, C.: How to design effective AR retail apps. In: 6th International AR & VR Conference (2020)
Xue, L., Parker, C.J., Hart, C.A.: How to design effective AR retail apps. In: Tom Dieck, M.C., Jung, T.H., Loureiro, S.M.C. (eds.) Augmented Reality and Virtual Reality. PI, pp. 3–16. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-68086-2_1
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Xue, L., Parker, C.J., Hart, C.A. (2023). AR In-Store Solutions for Different Fashion Retail Environments: Retailers’ Perspectives. In: Jung, T., tom Dieck, M.C., Correia Loureiro, S.M. (eds) Extended Reality and Metaverse. XR 2022. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-25390-4_3
Download citation
DOI: https://doi.org/10.1007/978-3-031-25390-4_3
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-25389-8
Online ISBN: 978-3-031-25390-4
eBook Packages: Business and ManagementBusiness and Management (R0)