How are Consumers Embracing Virtual Fittings?- Changes in Consumer’s Perception of Virtual Fittings-

Abstract

This study aims to analyze consumers’ perceptions and behaviors with respect to virtual fittings. For time series analysis, we compare past and present consumer perceptions that have changed over time since the introduction of the virtual fitting. In the years 2015-2016 (past) and 2019-2020 (present), consumers commonly accepted virtual fitting as an experienced service. For example, augmented reality and virtual reality technologies, convenient technology, styling machine, body size, and size measurement device, and avatar simulation services. Before the introduction of the technology (2015-2016), the search for the fit of clothing and footwear products and device usage were highlighted in consumer perception. After the introduction of the technology (2019-2020), more technology-related keywords (AI, robot, Kiosk, and tag) appeared. Therefore, virtual fitting was recognized as a type of experiential marketing, but now it is recognized as a technology that can be used in real life and one that supports fitting and customization.