The Influence of Virtual Try-On Technology on Luxury Consumer Purchase Intentions

INFLUENCE OF VIRTUAL TRY-ON TECHNOLOGY ON LUXURY CONSUMER PURCHASE INTENTIONS

P URPOSE

E commerce has become increasingly important for brands to invest in, as online shopping is continuing to grow in popularity However, there is a great disparity between the number of consumers shopping online and return rates. One technology brands and retailers are using to bridge this gap is Virtual Try On technology (VTO), which is used to visualize the item either on a virtual model or using augmented reality (AR) to try it on yourself. This report investigates consumer’s experience and attitudes towards AR VTO and how it affects their intentions to purchase an item online.

D ESIGN & M ETH OD OLOGY

This study mainly focused on a survey strategy approach for quantitative data collection, where participants were instructed to download the DressX application, try on virtual clothes, and then answer Likert-scale questions about their experience and willingness to purchase. The hypotheses formulated from the Hedonistic and Utilitarian theory were tested through a Multiple Linear Regression Analysis on SPSS Statistics to test the significance of the three independent variables (entertainment, information, and product risk) on the dependent variable of purchase intention. The semi structured interview strategy was used to supplement the survey with qualitative analysis.

K EY F INDINGS

The results of the quantitative survey exhibited that entertainment (hedonic value) and product risk has a significant influence on purchase intention. The hypotheses were corroborated with the analysis of emergent themes from the interviews, where interviewee’s opinions supported the outcome of the survey data. Both the quantitative and qualitative research revealed integral information and viewpoints to support the use of VTO in the luxury fashion industry and provided recommendations to enhance this new technology

K EYWORDS

Purchase intention, augmented reality (AR), Virtual Try On (VTO), technology, online shopping, experience, hedonic and utilitarian, entertainment, product information, product risk

L IST OF F IGURES

2.1 VIRTUAL TRY ON ACCEPTANCE MODEL 5

2.2 CONCEPTUAL MODEL 7

3.1. RESEARCH ONION 8

3.2 CONCURRENT TRIANGULATION DESIGN 9

3.3. TRIANGULATION MODEL 9

4.1. FREQUENCY TABLES OF DEMOGRAPHICS 11

4.2 INITIAL TESTING OF MULTIPLE LINEAR REGRESSION ANALYSIS 12

4 3 SECOND ROUND OF MULTIPLE LINEAR REGRESSION ANALYSIS 12

4.4 STATISTICALLY SIGNIFICANT & PROVEN CONCEPTUAL MODEL 13

4.5 QUALITATIVE DATA STRUCTURE FROM CODED INTERVIEWS 13

4.6. QUALITATIVE DATA STRUCTURE ANALYSIS 1 14

5.1 QUALITATIVE DATA STRUCTURE ANALYSIS 2 16

5.2 REGRESSION EQUATION FORMULATED FROM THE MULTIPLE LINEAR REGRESSION ANALYSIS 17

L IST OF T ABLES

1.1. RESEARCH QUESTION, AIM, AND OBJECTIVES 4

3.1. QUALTRICS SURVEY HYPOTHESES 10

4.1 NULL & ALTERNATIVE HYPOTHESES 11

4.2 COMPARISON WITH PREVIOUS LITERATURE (H1) 13

4.3. COMPARISON WITH PREVIOUS LITERATURE (H3) 15

5.1. SYNTHESIS OF QUANTITATIVE, QUALITATIVE, AND SECONDARY LITERATURE FINDINGS 17

1.1. C ON TEXT AND R ATIONALE

Brought on by the Covid 19 pandemic, online shopping increased immensely, with 43% of consumers acknowledging that they were shopping more online than before the outbreak (Clark, 2020), due to stores shutting down, health and safety precautions, and travel restrictions for international luxury buyers. This continued the trajectory to which the industry focuses on e-commerce and developing technologies. “Retailtainment” had become the new norm, with brands allowing consumers to purchase via live stream, social media platforms, etc. (Houghton & Taylor, 2018). Gucci is a luxury brand that is notorious for innovating its e commerce strategy; the brand used augmented reality (AR) Snapchat filters for consumers to try on footwear and handbags (Lee, 2020). The increasing relevancy of advanced technology, like augmented reality and virtual reality, is driven by the gaps in regular e commerce shopping While online shopping is seen as quick and easy, buying clothing online makes it difficult to determine the size, fit, and quality of the product. This leads to higher return rates, with 50% of online consumers admitting having returned items and 34% have kept them because the process is a hassle (Dover, 2018). In store shopping is still the most preferred channel when purchasing designer items as consumers get a better experience in-store, however luxury e-commerce outlets are increasing due to fashion houses and brands investing more in the online space (Mintel, 2019). Designer brands can develop their e commerce strategies to target the emerging young, luxury consumer through investing in innovative technology, like AR, using social media, and focusing on digital campaigns (Mintel, 2019). AR technology emerges as the new tech innovation as it intends to blend the real world environment with sensory information and virtual content for an immersive experience (Suh and Prophet, 2018, cited in Kim and Jung, 2021). Brands should invest in and develop this technology to address the issues of e commerce and bridge the gap of online and offline shopping (Dover, 2019)

1.2. A IMS AND O BJE CTIVES

From a broad research question, this report’s purpose is to examine consumer attitudes towards AR in the luxury fashion industry, specifically Virtual Try on (VTO) technology as a means of online purchasing. In previous literature studied, AR VTO was minimally researched, as this is currently emerging in the market, so this paper investigates the effectiveness of the technology and its influence on consumer purchase intention (See Table 1.1).

Table 1.1. Research Question, Aim, and Objectives

R EVIEW

The literature on Virtual Try On (VTO) technology discusses the Hedonistic and Utilitarian Shopping Value Theory. The hedonic value gained through VTO technology is described as an enjoyable shopping experience, or perceived entertainment value in the Technology Acceptance Model, or TAM (See Figure 2.1). Utilitarian value can be described as providing consumers with valuable information related to product attributes (size, colour, materials), that can also be identified as perceived usefulness and ease of use in the TAM theory (Zhang et al, 2019). Zhang et al. (2019) underpins this theory with the Uses and Gratification Theory, which investigates consumers’ motivations and attitudes towards online shopping and the impact on their purchase intentions. While this is an interesting theory to discuss, extensive literature has assessed the hedonistic and utilitarian theory which provides a better understanding of users’ experience and behaviour associated with the acceptance of VTO technology and its impact on purchase intention.

Figure 2.1. Virtual Try On Acceptance Model (Kim and Forsythe, 2008)

2.1. H EDONIC V ALUE

Hedonic value gained from VTO technology is when the consumer enjoyed their experience Prior studies discuss the vividness and interactivity of AR technology and its important role in the sensory experience of VTO, also known as presence (Kim and Jung, 2021) Research found that virtual presence has a direct positive impact on enjoyment (Leonnard, Paramita, and Maulidiani, 2019). However, this study lacks information on what kind of AR used in the survey and did not examine what specific factors affected consumer enjoyment and usefulness. Nevertheless, Kim and Jung (2021) conclude from this study that “AR can induce stronger emotions in consumers, such as enjoyment and curiosity, compared with online catalogues and elicit positive behavioural intention to visit offline stores.” Rather than using AR VTO technology, Kim and Forsythe (2008) used a virtually created model and they found that this can provide entertainment in addition to facilitating product evaluation, which in turn creates a positive attitude towards using VTO. While the research explains that VTO technology was seen as more entertaining, the functionality is enhanced when using interactive augmented reality and consumers can “enjoy immersing themselves in the virtual simulation” (Zhang et al., 2019). If consumers perceive their experience to be entertaining with the hedonic value gained through the technology, they are more likely to purchase that product

H1: Consumer shopping entertainment enhanced by Virtual Try On technology has a positive impact on consumer purchase intention

U TILITARIAN V ALUE

Utilitarian attributes are imperative to the consumer decision making process for online shoppers, as the tactile experience of brick-and-mortar is missing. Merle, Senecal, and St-Onge (2012) argues that personalized VTO technology will increase consumers’ hedonic value, utilitarian value, confidence in apparel, and thus greater purchase intentions However, during the lab study of only a female population, this hypothesis was rejected Personalized VTO, using one’s own body measurements to create a virtual model, was used in another study, where the interviewees thought the VTO technology was not functional because the clothing on the virtual model didn’t help them visualize how it would in real life (Kim & Forsythe, 2008) Other research, using AR VTO, suggests that the hedonic and utilitarian attributes of the product information from the technology will positively affect consumer experience (Kim and Jung, 2021). This study found that participants who had the utilitarian product information scenario experienced an enhanced sensory experience and thus a positive product evaluation, demonstrating the importance of product information in the acceptance of VTO technology and purchase intention The difference in these studies is the type of VTO used, personalized versus AR, which can explain the contrast in data, as personalized VTO did not help consumers visualize how the product with actually look on their own body (Merle, Senecal, and St Onge, 2012) Kim and Forsythe (2008) explain, “many of the characteristics of apparel that are important in consumer making decision, such as appearance on the body and fit, are difficult to present onscreen and standard descriptors of a product often are insufficient for product evaluation…” As AR merges sensory information and virtual content with real environments, consumers can gain a greater understanding of the product (Suh and Prophet, 2018, cited in Kim and Jung, 2021). If the consumer views the technology as practical, functional, and beneficial through the utilitarian attributes, they are more likely to purchase that item, because it is seen as solving problems within online shopping.

H2: The information provided by the Virtual Try-On technology positively influences the consumer’s intention to purchase an item

2.3. P RODUCT R ISK

While VTO technology can bridge the gap between online and offline shopping, there is still risk associated with purchasing clothing online. Kim and Forsythe (2008) argue that “insufficient information on product attributes and shoppers’ inability to accurately evaluate the quality of the product in the online environment results in increased product risk.” Other studies have supported this idea and found that the richer the imagery of the item is, the lesser the perceived product risk is, which increases consumers’ confidence in fit (Merle, Senecal, and St Onge, 2012). In that study, non personalized and personalized VTO were used for research, so the participants in the study did not feel a higher confidence in fit. However, using AR technology uses enhanced imagery and presence to create an immersive shopping experience (Kim and Jung, 2021). In relation to confidence in fit, Zhang et al. (2019) hypothesizes product risk as a negative influence on consumers’ attitudes because “consumers are not confident that the clothes they purchase can meet their expectations ” However, in this literature the study’s hypothesis was rejected. Thus, following previous arguments of perceived product risk positively influencing consumer attitudes. Virtual Try On technology can be used for better product evaluation in online shopping, resulting in the intention to purchase an item.

H3: Perceived product risk while using augmented reality VTO technology positively impacts purchase intention

Figure 2.2. Conceptual Model (Freund, 2022)

3.1. R ESEARCH P HILOSOP HY

According to the Research Onion (See Figure 3.1), we must follow a research paradigm, starting with the outer ‘Philosophy’ ring. After reviewing previous studies on the topic of VTO, the lack of research on augmented reality use in VTO dictates the use of mixed methods for research, showing both Positivist and Interpretivist approach. Positivism adopts the ideals of the less biased, testable hypotheses where research is replicable from previous literature and can be tested using statistical analysis. Interpretivism conducts research amongst people rather than objects, creating more biased research when you enter the mindset of the research subjects (Saunders et. al., 2019). These ideals align with quantitative (quant) and qualitative (qual) research, respectively. The philosophical stance that this report follows is Pragmatism, as this philosophy uses mixed methods, combining the testing of theories and hypotheses

Figure 3.1. Research Onion (Saunders et. al., 2019, p. 130)

3.2. A PPROACH TO T HEORY D EVELOPMENT

With the pragmatist ideology determining the use of mixed methods to derive the knowledge from this technology, the research approach will be a deductive quantitative focus, with the support of inductive qualitative data A deductive approach follows the analysis of findings and theories of previous literature, so this report conducts a literature review prior to primary research. Deductive research produces a large, representative sample from target consumers. This focus will emphasize consumer experience with AR VTO and its influence on purchase intention using statistical data to describe the consensus of the adoption of this technology (Creswell, 2009). Inductive reasoning will support the quantitative data with the exploration of such facts, seeking to explain consumer perceptions of digital try ons for online purchasing

3.3. R ESEARCH M ETHOD

As this research will undergo a dominantly deductive with inductive theory development, the methodical choice to execute the collection of data will be a mixed method simple Mixed method means that analysis of the quant and qual data will be connected as some point in the research phase. With a combined research purpose, the mixed method simple strategy will facilitate a “combination of exploratory, descriptive,

explanatory, and evaluative research” (Saunders et. al., 2019). With a restraint of time on research collection, the Concurrent Triangulation design seeks to conduct quant and qual at the same time (See Figure 3.2) After the data has been collected concurrently, analysis of data will be conducted separately, and then triangulation of the databases happens to “determine if there is convergence, difference, or some combination” (Creswell, 2009) (See Figure 3.3) Triangulation is used to confirm the consistency and validity of the research data, which will “help reveal the reality in the data” and add depth to the research, based on pragmatist assumptions (Saunders et. al., 2019 & Jick, 1979). While the use of one qual and one quant method will be used, the deductive focus prioritizes the data collected through the quantitative method and uses qual data to explain the statistical data This report exemplifies the concurrent collection of a survey and semi structured interviews, analysis of the findings, and a synthesis of all research to exhibit an in depth study surrounding the topic

Figure 3.2. Concurrent Triangulation Design (Creswell et. al., 2003)

Figure 3.3. Triangulation Model (adapted from Creswell, 2009 and Jick, 1979)

3.4. R ESEARCH S TRATEGY

Within this paper’s mixed method simple design, one quantitative and one qualitative strategy will be utilized The survey strategy will be designed using Qualtrics for quant data to be easily analysed in a statistical sense (See Table 3.1). A questionnaire allows for a generalization of attitudes and behaviour from the sample to a general population (See Appendix 1.2) The collection of data will then be used in SPSS Statistics through a Multiple Linear Regression Analysis to assess the significance of each independent variable on the dependent variable, either proving or disproving the hypotheses. For qual data collection, the narrative enquiry strategy will be used in two semi structured interviews of luxury consumers to understand the opinions surrounding VTO technology and clarify the problems of online purchasing (See Appendix 1.4). The deductive approach will prioritize the questionnaire data and use the interviews as supporting evidence for the outcome For both types of research, there will be a control of the technology used; the application DressX will be studied for both quant

and qual research. Because of the deductive focus, the qualitative interviews are going to be coded into themes for easier comparison with the descriptive quantitative data (See Appendix 1.7)

Table 3.1: Qualtrics Survey Hypotheses

Due to time constraints of this report, the cross sectional time horizon is best for this study. Cross sectional studies usually apply a survey strategy, which seeks to explain the relationship between variables (Saunders et al, 2019). However, in this study of a mixed methods research strategy, a combination of a survey and interviews based on the same application, DressX, will be conducted. After observing the course of research design through the Research Onion, data collection and analysis can now take place (Saunders et. al., 2019)

AND A NALYSIS

4.1 . Q UANTITATIVE D ATA

A survey was conducted using a 7 point Likert scale, and for demographic questions using a Likert scale between 1 and 6 (See Appendix 1.2). A sample size of 37 respondents removing participants who did not fulfil the test questions (See Appendix 1.3) contained a majority of females between 18 24 years old, with adequate luxury shopping experience; 1 2 times a year or less often (See Figure 4.1). With more than 30 respondents, we can assume the normality based on the Central Limit Theorem (Pallant, 2020). Based on the normality tests, entertainment value (M= 5.87, SD=1.03) and information richness (M= 5.20, SD= 1.00) had positive responses and perceived product risk (M= 4.41, SD= 1.23) received a neutral response (See Appendix 1.8). The level of significance to examine the null hypotheses (H0) will be a= .05, ensuring 95% confidence in the data.

Frequency tables of demographics

Statistical analysis of a Multiple Linear Regression was conducted to see the significance of each of the independent variables on the dependent variable, purchase intention. This type of analysis will test each hypothesis through the null hypothesis (H0) of what is assumed to be true and the alternative (HA) of which to prove the null as untrue (See Table 4.1).

Table 4.1 Null & Alternative Hypotheses

In this first round of significance testing, the adjusted r square of .678 indicates that 67.8% of the variation in willingness to purchase can be explained by the independent variables. However, the outcome of the test proved that only the utilitarian attribute of information richness failed to reject the null hypothesis, therefore an insignificant impact on purchase intention (r=.998>0.05) This signifies that it’s neither positive nor negative, and thus rejecting H2 (See Figure 4.2). According to some previous literature findings (See Appendix 1.1), this conclusion is not supported in which respondents who received a greater utilitarian value (or perceived

usefulness in the TAM model), had a positive influence on their attitude towards VTO technology and willingness to buy (Leonnard, Paramita, & Maulidiani, 2019 and Merle, Senecal, & St Onge, 2012).

Figure 4.2. Initial testing of Multiple Linear Regression Analysis

After removing the insignificant variable, the adjusted r square increased to 68.7%, showing that entertainment and product risk have a significant impact on purchase intention. Entertainment value (r=.001) and perceived product risk (r=.001) are statistically significant (r<0.05) and show a positive relationship between the dependent variable and independent variables (See Figure 4.3). Based on evidence from a multiple linear regression analysis, there is evidence to support H1 and H3. The adjusted conceptual model demonstrates only significant and positive influences on the dependent variable of purchase intention (See Figure 4.4).

Figure 4.3. Second round of Multiple Linear Regression Analysis

4.2 . Q UALITATIVE D ATA

With a deductive approach, the qualitative data is used to understand the data from the survey outcome. The qualitative interviews focused on discussing open ended questions about how interviewees felt about the VTO technology when asked to use the DressX app (See Appendix 1.4). After coding these interviews into themes, we can compare this data to the survey data, and use it to support and explain what the quantitative data does not discuss.

Entertainment (H1) was proven to have a significant influence on purchase intention. This can be illustrated by consumer perceptions from the interviews, as one participant exclaimed, “It was a fun experience. You know, good to do to pass time with friends, try on different things…” (See Appendix 1.5). Interviewees introduced ideas that enhanced entertainment can be explained by the emerging theme of consumer benefits from VTO technology (See Figure 4.5). Findings from prior literature support this claim through proven hypotheses and supporting quotes from an interview focus group (See Table 4.2)

Figure 4.5 Qualitative Data Structure from Coded Interviews

Table 4.2. Comparison with Previous Literature (H1)

As the utilitarian value hypothesis (H2) of information richness was rejected from the quantitative research, we can look to the interview themes that emerged to assess the reasoning for this outcome. According to respondents, when shopping for luxury clothing, size & fit, material & product attributes, and detailing of the garments is important for making online purchasing decisions (See Appendix 1.7). Consumers gain benefits from online shopping when there is an in depth product description with added features. One participant rationalized, “…the description part of the website was good. Where they do the composition, which tells me if the textiles are going to be good. Some websites that I shop from often would give me matching items that will help me style it or even put up a runway video so I can see a 360 [view], see how an item would look in its movement ” If there is extensive product information given in addition to the VTO technology, the utilitarian value would be enhanced. Benefits of in store shopping become barriers of VTO technology, as the tactile experience and enhanced customer service is not fulfilled with this technology that is theorized to blend online and offline shopping (See Figure 4.6), however product attribute information can reduce these barriers if done correctly

Figure 4.6. Qualitative Data Structure Analysis 1

Evidence from the questionnaire supports that perceived product risk (H3) had a significant impact on purchase intention. Product risk is the amount of confidence you have in the garment fit and sizing and the brand’s accuracy in depicting that item, as explained by Merle, Senecal, and St Onge (2012). The two interviewees had differing opinions in which one explained, “I like the color on my skin, I like the details and the features because you can get the fur on this, you can see the fur quite well” (See Appendix 1.6). The other respondent illustrated what the technology is missing, “designers need to work on is the texture of the fabric and the way it fits. If they improve upon how it's flowing and it looks a little more realistic with its movement, maybe it could reach out to a wider audience” and “If I could try on a coat and know that it crops right above my hip, I would get that sense of security in online purchasing” (See Appendix 1.5). These varying opinions could clarify the neutral response exhibited from the normality test data (M=4.41, SD=1.23), which represented the “neither agree nor disagree” option. Opinions presented in this report’s qualitative research aligns with previous literature, as other interviewees had mixed reviews on the confidence in apparel accuracy from online shopping and the emerging VTO technology (See Table 4.3).

ISCUSSION AND C ONCLUSION

Through quantitative research of a survey, independent variables of entertainment and product risk were proven to have a significant influence on the dependent variable, purchase intention. This is substantiated through the qualitative research conducted and prior academic literature that was evaluated to formulate the hypotheses. Drawing from previous studies, H1, which proved that enhanced entertainment leads to purchase intention, was underpinned by Kim and Forsythe’s (2008) research findings extracting theories from the TAM and Hedonic & Utilitarian models. Recommendations to strengthen the entertainment value (M= 5.87, SD=1.03) was explained through the themes that emerged from the two interviews conducted (See Appendix 1.7). Two categories coded from the interviews- opportunities for a better sensory experience and role of app design on consumer experience can be deduced to the role of application design for a more immersive experience, leading to overall consumer experience. (See Figure 5.1). This idea is clarified by the literature with the discussion of virtual presence and how it has a direct positive effect on enjoyment and usefulness and indirect positive effect on purchase intention (Leonnard, Paramita, and Maulidiani, 2019)

Figure 5.1: Qualitative Data Structure Analysis 2

Considering the confirmed product risk impact on purchase intention, this variable is shown to be less impactful on purchase intention than entertainment value (See Figure 5.2). In addition to the descriptive statistics conducted (M= 4.41, SD= 1.23; 4 representing a neutral response), these varied conclusions are sustained through previous studies on this variable and the qualitative research examined in this study (See Table 5.1). On the other hand, the information richness variable received somewhat positive responses through normality testing (M= 5.20, SD= 1.00), and this was refuted with a Multiple Linear Regression analysis. The outcome of this statistical analysis proved that the independent variable associated with H2 did not have a significant influence on purchase intention. Utilitarian attributes in general received positive effects on purchase intention and the mediating variables associated (See Table 5.1). However, the outcome of Kim and Jung’s (2021) study revealed that specifically product attribute information did not have a significant influence on product evaluation (a mediating variable proved to have a positive effect on purchase intention). This is interesting to note, as interviewees in this report justified that product attribute information was an important factor in purchasing online and lack thereof was considered a barrier for buying luxury through VTO technology (See Appendix 1.7). As this report is one of the only studies conducted on luxury shoppers and AR VTO, interpreting the rejected H2 hypothesis through the qualitative research draws conclusions that product attribute information, including the sizing, fit, material, and brand information would likely produce a positive influence on consumer experience, attitudes, and thus purchase intention.

Table 5.1 Synthesis of Quantitative, Qualitative, and Secondary Literature Findings

Hypotheses Interview Literature

H1 Accepted Consumer shopping entertainment enhanced by Virtual Try On technology has a positive impact on consumer purchase intention

“It was a fun experience. You know, good to do to pass time with friends, try on different things. The dresses that they have on is something you in person would see very rarely. So again, you are exposed to more trendy designs and high fashion designs that often you would not come in contact with…

“I like the aspect of having fun and trying on, even if you're not going to buy. That's one thing that you do struggle with in person, especially if it's a really expensive brand. And you don't feel comfortable trying stuff on because of any stigma, you can try on without any guilt, shame, without being fearful of judgment, or even to break it.

Kim & Forsythe (2008) VTO was more entertaining than functional, useful for hedonic attributes Positive effects & strong influence of perceived usefulness & entertainment value on attitudes towards VTO

It was interesting to create my models and try clothing on it more amusing than anything else ”

“For fun, I will do it play around with outfits colors, and combinations of clothes ”

H2 Rejected The information provided by the Virtual Try On technology positively influences the consumer’s intention to purchase an item

“…it may be misleading in terms of sizing; the sizing may be off, and you buy something or the coloring you buy and then it turns out to be completely wrong. And that can be quite upsetting, especially if you've spent hundreds of pounds on it.”

“If I could try on a coat and know that it crops right above my hip, I would get that sense of security in online purchasing.

Kim & Jung (2021): The effect of product attribute information on product evaluation was not significant Utilitarian condition participants felt enhanced imagery which led to high information fulfilment & positive product evaluation

Leonnard, Paramita, & Maulidiani (2019): Usefulness has a positive effect on purchase intention

Merle, Senecal, & St Onge (2012): Women who experience personalized VTO perceived more utilitarian value & had greater purchase intention

H3 Accepted Perceived product risk while using VTO technology positively impacts purchase intention

“…Maybe not the best for seeing fitting again, because it's not going to fit the way it's fitting on camera…”

“…everything looks better online. So, I do not trust the product as much and I do not know how it's going to fit on my body personally…”

Often online, you do not know how long or short or broad an item will look. And I think with coats and jackets, that's a good virtual experience; to know how long a long coat is actually going to be on you”

“ if you're serious about the product, you will look and try it on and maybe get like 50 60% of a sense of what this product is going to be.”

I like the color on my skin, I like the details and the features because you can get the fur on this, you can see the fur quite well

Zhang, et. al (2019): Attitude is not affected by perceived product risk

Merle, Senecal, & St Onge (2012): Using mix and match VTO, participants did not have greater confidence in fit or purchase intentions

Kim & Forsythe (2008): Virtual Try on would be useful for online apparel shopping because it shows how the clothing would look on the body… seeing how colors look with my skin and hair colors and seeing if the clothes fit properly on my upper and lower body lengths help”

This study has a few limitations that would make it difficult to replicate for future research. To ensure that survey respondents downloaded the DressX application and were answering honestly, two test questions were developed and an introduction video of how to use DressX was embedded. However, after publishing the survey, the application was updated, making the how to video obsolete. This altered the way respondents viewed product and brand information when trying on a product, thus limiting the utilitarian information fulfilment. In addition, the survey did not receive an extensive number of participants (37 after removing invalid responses), and 70% of the respondents were between 18 24 years old, which is a population most willing to engage in and understand advanced technology. Lastly, because DressX has many product categories and respondents could try on any item, the outcome of the survey data is not specified to one product category and didn’t assess the influence of trying on certain items (i.e., accessories) on purchase intention.

Clark, T. (2020). A Return to Lockdown: Where Next for Consumers? [online] Mintel. Mintel. Available at: https://clients mintel com.arts.idm.oclc.org/insight/a return to lockdown where next for consumers?fromSearch=%3Ffilters.region%3D10%26freetext%3De commerce%252C%2520fashion%2520industry%26last_filter%3Dregion [Accessed 2 Feb. 2022].

Creswell, J.W. (2009). Research Design: Qualitative, Quantitative and Mixed Methods Approaches. 3rd ed. [online] Sage Publications, Inc. Available at: http://www.drbrambedkarcollege.ac.in/sites/default/files/research design ceil.pdf [Accessed 25 Jan. 2022].

Creswell, J.W., Plano Clark, V.L., Gutmann, M.L. and Hanson, W.E. (2003). Advanced Mixed Methods Research Designs. [online] California: Sage Publications, Inc. Available at: https://us.corwin.com/sites/default/files/upm-binaries/19291_Chapter_7.pdf [Accessed 25 Jan. 2022].

Dover, S. (2018). The Online Fashion Myth. [online] Mintel. Mintel. Available at: https://reports-mintelcom.arts.idm.oclc.org/display/904490/?fromSearch=%3Ffilters.region%3D10%26freetext%3De commerce%252C%2520fashion%2520industry%26last_filter%3Dregion [Accessed 2 Feb. 2022].

Dover, S. (2019). Retailers face up to the fashion industry’s returns problem. [online] Mintel Mintel. Available at: https://reports mintel com.arts.idm.oclc.org/display/954552/?fromSearch=%3Ffilters.region%3D10%26freetext%3De commerce%252C%2520fashion%2520industry%26last_filter%3Dregion [Accessed 2 Feb. 2022].

Houghton, L. and Taylor, R. (2018). State of Luxury: UK. [online] LS:N Global. Available at: https://www lsnglobal com.arts.idm.oclc.org/markets/article/22537/the state of luxury uk [Accessed 2 Nov. 2021].

Jick, T.D. (1979). Mixing Qualitative and Quantitative Methods: Triangulation in Action. Administrative Science Quarterly, [online] 24(4), pp.602 611. Available at: https://www.jstor.org/stable/2392366?seq=2#metadata_info_tab_contents [Accessed 25 Jan. 2022].

Kim, J. and Forsythe, S. (2008). Adoption of Virtual Try-on technology for online apparel shopping. Journal of Interactive Marketing, [online] 22(2), pp.45 59. Available at: https://www.sciencedirect.com/science/article/abs/pii/S1094996808700100 [Accessed 27 Oct. 2021].

Kim, T.H. and Jung, C.H. (2021). Augmented reality as a product presentation tool: focusing on the role of product information and presence in AR. Fashion and Textiles, [online] 8(1). Available at: https://www.proquest.com/docview/2554647024/abstract?accountid=10342&source=fedsrch [Accessed 27 Oct. 2021].

Lee, A. (2020). Gucci Reveals Snapchat AR Shoe Try ons. [online] WWD. Available at: https://wwd.com/business news/technology/gucci reveals snapchat ar shoe try ons 1203661812/ [Accessed 2 Feb. 2022].

Leonnard, L., Paramita, A.S. and Maulidiani, J.J. (2019). The Effect of Augmented Reality Shopping Applications on Purchase Intention. Esensi: Jurnal Bisnis dan Manajemen, [online] 9(2), pp.131 142. Available at: http://journal.uinjkt.ac.id/index.php/esensi/article/view/9724 [Accessed 7 Nov. 2021].

Merle, A., Senecal, S. and St Onge, A. (2012). Whether and How Virtual Try On Influences Consumer Responses to an Apparel Web Site. International Journal of Electronic Commerce, [online] 16(3), pp.41 64. Available at: https://www.tandfonline.com/doi/abs/10.2753/JEC1086-4415160302 [Accessed 7 Nov. 2021].

Mintel (2019). Designer Fashion. [online] Mintel. Available at: https://reports-mintelcom.arts.idm.oclc.org/display/996206/ [Accessed 2 Feb. 2022].

Pallant, J. (2020). SPSS Survival Manual: a Step by Step Guide to Data Analysis Using IBM SPSS. 7th ed. [online] Sydney: Taylor & Francis Group. Available at: https://ebookcentral.proquest.com/lib/ual/detail.action?docID=6215124# [Accessed 1 Feb. 2022].

Saunders, M., Lewis, P. and Thornhill, A. (2019). Research Methods for Business Students. 8th ed. [online] New York: Pearson. Available at: https://ebookcentral.proquest.com/lib/ual/detail.action?docID=5774742 [Accessed 25 Jan. 2022].

Zhang, T., Wang, W.Y.C., Cao, L. and Wang, Y. (2019). The role of virtual try on technology in online purchase decision from consumers’ aspect. Internet Research, [online] 29(3), pp.529 551. Available at: https://www.emerald.com/insight/content/doi/10.1108/IntR 12 2017 0540/full/html [Accessed 27 Oct. 2021].

L ITERATURE G RID

Objective #3: To assess and explain consumer perception towards online purchasing and the AR technology associated with digital try-ons

Wider Context Questions:

1. How often do you shop or view items from luxury brands?

2. When was the last time you bought from a luxury brand?

§ Was it online or in store?

§ What made this experience enjoyable for you?

§ What part of the experience made it informative about the product or brand?

3. What kinds of AR technology are you aware of?

4. Which brands are you aware of that use AR technology?

5. What is your preferred shopping outlet: online, offline, or both? Why?

6. How often do you shop online? What’s the reason for that frequency?

§ Just browsing or actually purchasing?

Sub objectives/Research Objective Questions:

*While you’re using the technology walk me through what you’re going through*

Enhanced Entertainment (Hedonic)

1. How did you feel while using the try on technology?

2. What are some pros and cons of using this Virtual Try On technology?

3. Which of these is most important in your purchasing decision of a product? And why?

Information (Utilitarian)

4. Did you learn anything about the brand or the product?

5. In what ways do you think the Virtual Try-On technology was informative? And why?

Experience with the Technology

6. What did you like about your experience? And why?

7. What did you dislike about your experience? And why?

Product Risk

8. How accurate do you think the VTO technology was in depicting the items? Why?

Purchase Intention

9. What factors influence your decision to purchase luxury online?

10. Would you purchase the items you viewed today? And why?

11. If not, what was missing from your experience that would influence your decision?

12. Would you purchase from a brand that uses VTO technology? And why?

13. How has this influenced your opinion of the brands? And why?

14. How has using this technology affected your opinions of online purchasing?

Wrap Up Questions:

15. What do you think is the greatest barrier for consumers using e-commerce to purchase their items online?

16. What do you think should be done to enhance online purchasing experience?

17. Do you have opinions on VTO technology within the fashion industry?

18. Anything else you’d like to add?

Information and Consent Form for Interview Participants

Title of the report: The Influence of Virtual Try On Technology on Luxury Consumer Purchase Intention

Interviewee name and contact details: Akanksha Goyal

Akankshagoyal13@yahoo.com

Hosting Institution: University of the Arts London College of Fashion

Background and Rationale

My Researching Consumer Behaviour report discusses Virtual Try On technology and its effect on luxury consumer’s purchasing decision through perceived entertainment, information richness, and perceived product risk. The interviewees will be asked to download the DressX application, experience and try on the virtual items, and give their opinions on this technology.

Aim of this research

As a luxury consumer, this interviewee will give me primary insight into consumer perceptions towards purchasing luxury online and their experience with the augmented reality VTO technology.

FAQ

How much time will be involved?

Approximately 20 30 minutes

How will the data and information collected be used?

I will use it in my research report as primary research into the mind of a luxury consumer.

Will the outcomes of the research be published?

They will informally be published to TurnItIn

Will my name or the name of my company appear in the research report?

Yes

Consent

“I have read the Information Sheet and have had the details of the study explained to me. My questions have been answered to my satisfaction, and I understand that I may ask further questions at any time.

I understand I have the right to withdraw from the study at any time and to decline to answer any particular questions. I agree to provide information to the researcher on the understanding that my name will not be used without my permission. (The information will be used only for this research and publications arising from this research project.)

Agree Not Agree

I agree/do not agree to the interview being taped. Agree

My name can be mentioned in this research study Agree

The name of the organisation I work for can be mentioned in this research study Agree

I understand that I have the right to ask for the audio/video tape to be turned off at any time during the interview. I agree to participate in this study under the conditions set out in the Information Sheet.

Name: Akanksha Goyal

Signed: Date: 20 Jan. 22

Emily Freund: What's your name, age, and occupation?

Akanksha Goyal: My name is Akanksha Goyal, and I'm 21 years old and I'm a student/graphic designer

Emily Freund: How often do you shop or view items from luxury brands?

Akanksha Goyal: I view items on a daily basis, but I shop perhaps twice a month.

Emily Freund: When was the last time you bought from a luxury brand? Akanksha Goyal: Two weeks ago?

Emily Freund: Was it online or in store? Akanksha Goyal: Online

Emily Freund: And what made this experience enjoyable for you?

Akanksha Goyal: The prices, online prices were much better than in store prices.

Emily Freund: What part of the experience of shopping online made it informative about the product or brand? What did you learn?

Akanksha Goyal: So, the description part of the website was really good. Where they do the composition, which tells me if the textiles are going to be good. Some websites that I shop from often would give me matching items that will help me style it or even put up like a runway video so I can see a 360 [view], see how an item would look in its movement.

Emily Freund: What kinds of AR technology are you aware of?

Akanksha Goyal: Apart from Instagram filters, not a lot.

Emily Freund: Which brands are you aware of that use AR technology?

Akanksha Goyal: Balenciaga, I know uses it, Miu Miu used it recently with the 3D model girl.

Emily Freund: Do you think brands could benefit more from using AR?

Akanksha Goyal: For products? Maybe not, since their luxury and I think a big part of luxury shopping is that in store experience and having that customer service and feeling the fabric, but on a more media, editorial way where they can interact with the advertisement, have Instagram filters. That's super fun to have.

Emily Freund: And what is your preferred shopping outlet: online, offline, both?

Akanksha Goyal: Offline? I like to see the pieces in person.

Emily Freund: And how often do you shop offline or online? Akanksha Goyal: Online, I shop maybe once or twice a month for clothes. Offline, the same amount.

Emily Freund: And when you're shopping online, do you just browse, or do you actually purchase? Akanksha Goyal: Mostly browsing.

Emily Freund: So, what makes you actually purchase an item? Akanksha Goyal: I think seeing it in person and trying it on makes a huge difference. My personal belief is everything looks better online. So, I do not trust the product as much and I do not know how it's going to fit on my body personally. Second in person shopping I feel requires more effort because I have to leave my house and it has that more physical exertion. So, I go with a more task oriented mind rather than online shopping where I'm just like browsing and adding things to my cart.

Emily Freund: Okay, I'm now going to ask you to try out this [DressX] app. And while you're using the technology, walk me through what you're going through and how you feel. You can pick any look you want. [DressX] recommend that you wear tighter clothing, so the technology works better. Okay, just walk me through what you're doing.

Akanksha Goyal: So, I'm scrolling through the options and it's quite interesting to see all these other brands and more underground, sustainable brands perhaps featured here.

Emily Freund: What item have you chosen?

Akanksha Goyal: So, I'm going to now try on the Biomechanical Dress from Alejandro Delgado.

Emily Freund: Tell me what you're thinking.

Akanksha Goyal: I think the concept is nice. Perhaps it's what I'm currently wearing, I can't really see it look as nice. But it's cool because you get a fair idea of how it looks color wise. Maybe not the best for seeing fitting again, because it's not going to fit the way it's fitting on camera. I could see how influencers could be interested in this.

Emily Freund: Okay, thank you. Now, I'm going to ask you some questions on your experience, how did you feel while using the try on technology?

Akanksha Goyal: It was a fun experience. You know, good to do to pass time with friends, try on different things. The dresses that they have on is something you in person would see very rarely. So again, you are exposed to more trendy designs and high fashion designs that often you would not come in contact with, in that more augmented reality sense anywhere else.

Emily Freund: What are some pros and cons of using this Virtual Try On technology?

Akanksha Goyal: Pros would be depending on what your occupation is. If you are a designer, like a fashion designer, an AR/UI/UX designer and influencer, anyone working in the digital space, this is a new area they can explore where design and technology meet. Influencers could take a more sustainable route where they're not doing hauls and purchasing clothes that they only wear for an Instagram picture and then end up in landfills. Second, I feel like this thing could very well work with a concept like NFT, where you're buying this dress as an NFT. And it's only yours, which is a very new and up and coming thing. Cons would be for a regular normal day shopper, this is just a fun filter to try out, try on and explore. At the end of the day buying physical clothes and having them hanging in your closet is a very different experience than trying it on in a photo. Second, design wise, it does not look like a very realistic dress at the end of the day as well.

Emily Freund: Do you think as a graphic designer that virtual try on technology could enter your field?

Akanksha Goyal: It is in our field because graphic designers are the ones making the design for these clothes and rendering all of this and then working with people in UI and UX and these brands to launch them as a filter. So, it's very much integrated into our industry already.

Emily Freund: And based on your experience and your knowledge of graphic design, how do you think the graphic designers could improve this technology?

Akanksha Goyal: I think the main thing that it's lacking is that designers need to work on is the texture of the fabric and the way it fits. If they improve upon how it's flowing and it looks a little more realistic with its movement, maybe it could reach out to a wider audience other than influencers and people could buy these more exotic looking dresses and it could take off.

Emily Freund: What is the most important factor when you are deciding to purchase an item?

Akanksha Goyal: For me it is the sustainability and ethics and quality. I don't mind personally paying a higher price point for an item that I know is going to last me a long time and hasn't had a negative impact on its workers and the environment.

Emily Freund: Did you learn anything about the brand or the product during your experience?

Akanksha Goyal: While using the app, I did discover new designer names, but I didn't get any background information as to where they're from, what type of designs they're into, like ready to wear, couture. And I think that would be interesting to have. If you're like trying on, right before you try on the dress, you get a little blurb.

Emily Freund: In what ways do you think the Virtual Try on technology was informative, if at all?

Akanksha Goyal: I wouldn't particularly say it was informative. I would say it was a fun experience.

Emily Freund: And why was it a fun experience?

Akanksha Goyal: I think it was effortless. In one sense, you could go through all these dresses. And the way to use the app wasn't very difficult, either. They had very clear categories, dresses, jackets, and all of that, and to see and move around and see how the dress changes was quirky.

Emily Freund: What did you like about the experience?

Akanksha Goyal: It made me laugh. Just because it was not a very serious experience for me, perhaps that's why.

Emily Freund: And what was your biggest dislike about this experience?

Akanksha Goyal: I wouldn't say it's a dislike, but it just didn't look as good as I thought it would look. And I would want the dress to fit a little better. So maybe it would get a more WOW factor for me.

Emily Freund: So, you don't think the virtual Try on technology was accurate in depicting the item?

Akanksha Goyal: No, I don't think the feeling or the way it like looked on me is accurate.

Emily Freund: What factors influence your decision to purchase luxury online?

Akanksha Goyal: Customer service. If I know I can return the item without any hassle, I will purchase it because I don't want to deal with customs and all of that.

Emily Freund: Would you purchase the item you viewed today?

Akanksha Goyal: No. The items that I did try on were items that I would never purchase and browse. And I think that's a good part of having to use DressX, it gives you more information and exposes you to designers and clothes and designs you would normally not look for.

Emily Freund: What was missing from your experience that would influence your decision.

Akanksha Goyal: Again, I would just say if it fit a little better, and it look more realistic. I think that would make online shopping much better. If I could try on a coat and know that it crops right above my hip, I would get that sense of security in online purchasing.

Emily Freund: Would you purchase from a brand that uses Virtual Try on technology?

Akanksha Goyal: Yes, I think Acne Studios is working on that you can post pictures of your body and then they Photoshop or put the item on you and see how it measures up.

Emily Freund: So, what part of Virtual Try on technology would influence you to use that technology and then purchase, for example that Acne Studios [technology]?

Akanksha Goyal: Maybe just a basic sense of dimensions of the clothing. Often online, you do not know how long or short or broad an item will look. And I think with coats and jackets, that's a good virtual experience; to know how long a long coat is actually going to be on you.

Emily Freund: And how has this influenced your opinion of the brand?

Akanksha Goyal: I would think it's a more progressive, high tech brand, as they're investing in new technology. And they're pushing online shopping more than in store shopping, could also be because of the pandemic. And I think more brands are adopting this idea.

Emily Freund: And how has using this technology affected your opinions of online purchasing?

Akanksha Goyal: I think shopping and fashion is moving towards a more online feel than in store, seeing the circumstances were in. And having VR technology would provide you with a safety net with the brand, and brands that offer that would be purchased from more.

Emily Freund: Why do you think those brands would be purchased more from if they use this technology?

Akanksha Goyal: I think it provides maybe some sense of tangibility, and connection with the product rather than just browsing. And if you're serious about the product, you will look and try it on and maybe get like 50 60% of a sense of what this product is going to be.

Emily Freund: What do you think is the greatest barrier for consumers using E commerce to purchase their items online?

Akanksha Goyal: I would say just fraud in general, I think often people are wary of credit card fraud, the product being faulty. These are things that you cannot anticipate until you receive your product. And it's not an instant experience as going in store and buying and trying it on and knowing whether it's going to work out for you.

Emily Freund: What do you think should be done to enhance online purchasing experience?

Akanksha Goyal: Again, customer service, having good return times, and accurate depiction of products. Often in online shopping, the pictures you see have been photoshopped or have been styled in a way where the product is altered So, when you receive it, it doesn't look the same. And that makes you lose your trust in that brand and never shop from them again.

Emily Freund: Do you have opinions on Virtual Try on technology within the fashion industry?

Akanksha Goyal: I think it's a good step. It is something new that is being worked on. And it could possibly be the future of fashion. It's in a very newborn stage. And if Virtual Try Ons take off, you have the best of both worlds where you are doing in person and online shopping at the same time. And I would do that if it became a more accurate technology.

Emily Freund: Anything else you'd like to add on this topic? In relation to purchase intention, Virtual Try on technology, e commerce, luxury e commerce...?

Akanksha Goyal: I think virtual shopping and trying on should take a very sustainable route and try to push a greener initiative where people are not mass consuming. It could be targeted towards people who are doing these big hauls or buying just for Instagram. And that could reduce mass consumption. Also, it could make luxury a little more accessible to people who don't have it. Perhaps, you cannot afford a real Fendi baguette, but you can afford a virtual try on where you can post the picture. So, it can make it more accessible to a wider audience, and you can launch more designs which are only online exclusive that way. So again, you're reaching out to a bigger target audience, the companies are making a profit and you're not destroying the earth.

Emily Freund: Thank you so much for your time.

Information and Consent Form for Interview Participants

Title of the report: The Influence of Virtual Try On Technology on Luxury Consumer Purchase Intention

Interviewee name and contact details: Sameer Faruquee s.faruquee0120191@arts.ac.uk

Hosting Institution: University of the Arts London College of Fashion

Background and Rationale

My Researching Consumer Behaviour report discusses Virtual Try On technology and its effect on luxury consumer’s purchasing decision through perceived entertainment, information richness, and perceived product risk. The interviewees will be asked to download the DressX application, experience and try on the virtual items, and give their opinions on this technology.

Aim of this research

As a luxury consumer, this interviewee will give me primary insight into consumer perceptions towards purchasing luxury online and their experience with the augmented reality VTO technology

FAQ

How much time will be involved?

Approximately 20 30 minutes

How will the data and information collected be used?

I will use it in my research report as primary research into the mind of a luxury consumer.

Will the outcomes of the research be published?

They will informally be published to TurnItIn

Will my name or the name of my company appear in the research report?

Yes

Consent

“I have read the Information Sheet and have had the details of the study explained to me. My questions have been answered to my satisfaction, and I understand that I may ask further questions at any time.

I understand I have the right to withdraw from the study at any time and to decline to answer any particular questions. I agree to provide information to the researcher on the understanding that my name will not be used without my permission. (The information will be used only for this research and publications arising from this research project.)

Agree Not Agree

I agree/do not agree to the interview being taped.

My name can be mentioned in this research study

The name of the organisation I work for can be mentioned in this research study

I understand that I have the right to ask for the audio/video tape to be turned off at any time during the interview. I agree to participate in this study under the conditions set out in the Information Sheet.

Name: Sameer Faruquee

Signed: Date:

Emily Freund: What is your name, age, and occupation?

Sameer Faruquee: I'm Sameer Faruquee, 21, and a student

Emily Freund: How often do you shop or view items from luxury brands?

Sameer Faruquee: Say maybe four to five times a month

Emily Freund: When was the last time you bought from a luxury brand?

Sameer Faruquee: two days ago

Emily Freund: What did you buy?

Sameer Faruquee: I bought this top like a turtleneck top

Emily Freund: Was it online or in store?

Sameer Faruquee: It was online

Emily Freund: What made that experience enjoyable for you?

Sameer Faruquee: The website overall was nice, but also it was on sale. So that was great. I think the whole process of being able to buy quickly, I paid through Apple Pay so that was fun. And tracking was easy too.

Emily Freund: What part of the experience made it informative about the product or the brand?

Sameer Faruquee: For the most part on that website, it was mainly just the description, like the product description, and pictures that were on the model, but other than that there wasn't much there.

Emily Freund: What kinds of AR technology are you aware of?

Sameer Faruquee: A few years ago, Xbox did something with a bunch of AR stuff on the table. I think playing Pokémon Go is AR too. Apple does some stuff as well with the new WWDC. But other than that, maybe Snapchat do, like Snapchat filters. But other than that, I think that's pretty much it.

Emily Freund: Do you know of any AR technology within the fashion industry?

Sameer Faruquee: Not really, I think Louis Vuitton did some stuff with Virgil towards the end. But I think other than that, no.

Emily Freund: What is your preferred shopping outlet; online, offline, both?

Sameer Faruquee: Online.

Emily Freund: Why?

Sameer Faruquee: Online, it's just easier to me. I'm not lazy per se, but it's just quicker to go online and type things up. Instead of going from store to store, take you probably five minutes to get from each store. Also, I generally don't like talking to people in store that much, I like looking at and I hate being asked, 'How can we help you.' I like the independence of being online, it's more fun that way, rather than being handheld throughout the whole experience. I also like it because it's safer these days, you don't have to risk wearing a mask or not wearing a mask or anything like that. You can sit at home, do what you like, listen to music, food, do whatever you want.

Emily Freund: What do you think would make your online shopping experience more enjoyable?

Sameer Faruquee: Overall, smooth experiences, less friction, in terms of the whole process of finding an item, putting in your basket, getting information about the item and then paying for it. A lot of the times you have go through these weird processes. I like stuff, we can just add it to the basket and Apple Pay and get out, get it done. But maybe more ways to interact with the clothes, I think just seeing on a model doesn't really do anything. There's no real precise sizing in the model. The model can be five foot two, but I don't know how long your arms, I don't know how wide your chest is, it doesn't do anything for me. So being able to see your clothes move, as well. Movement is incredibly important. You don't know how something is going to move on you. So being able to get all of that will be valuable.

Emily Freund: How often do you shop online?

Sameer Faruquee: Include or excluding include fashion space, everything in general? Probably three to four times, four or five times a month.

Emily Freund: And are you just browsing or you're actually purchasing?

Sameer Faruquee: Yeah, I'm actually purchasing.

Emily Freund: And what do you think is the reason that you will shop four to five times a month, fashion wise?

Sameer Faruquee: I don't just shop myself, sometimes I buy gifts for birthdays, just general presents, but also a lot of times things go on sale, you have reminders and stuff. So, if something goes on sale, I'm more inclined to buy it because that's exactly what I've been looking for and I'm more than happy to wait for it. Things come on sale, and I buy it or something new comes out that I've been waiting for and I'm just going to purchase anyways.

Emily Freund: Okay, I've asked you to download the DressX application, could you open that and while you're using it try on something and walk me through what you're going through.

Sameer Faruquee: Okay, so I'm going to use this Christmas Bucket Hat. Okay, so I hit try AR, the camera screen popped up, flipping it back onto my face. So now I'm just positioning the phone eye level towards my face, so I can get a full view of my head. Now, I'm looking left and right just to see how it would fit around my head. Of course, sizing probably won't be the same but I think it's a good idea to sort of see yourself and see the dimensions on your head. So, that's what I'm doing, I'm checking the dimensions, make sure proportions are right. I like the color on my skin, I like the details and the features because you can get the fur on this, you can see the fur quite well. So, overall is looking at the product in relation to my face or my head and just seeing if it if it goes well.

Emily Freund: If you click the 'Buy' tab you will get a little bit of information about the product, what do you think about that? Tell me what you're going through

Sameer Faruquee: I think it's good, it has the material, the color. There's a typo in the color but that's fine. It's weird, you can change the description yourself. I don't know if that changes the whole app, but you can type in and change the description. I guess probably why there's a there's a typo but no, it's good. I like the description, it gives an example of where you could wear it, it says 'Whether you're going together with your family friends, blah blah blah,' that's good.

Emily Freund: Okay, thank you. How did you feel while using the try on technology?

Sameer Faruquee: I thought it was fun. It caught onto my head really well and quickly, there wasn't any wait time, was instantaneous, that was good. To track my head very well, my head movements in the phone movement. See, that's what I was mentioning earlier, in terms of the frictionless aspect, as there was no stuttering. Maybe it also has to do with the fact that I have a decent phone and decent internet connection. But overall, I think it was fun definitely experiential in the sense that this is a way that if in the future, if you wanted to buy stuff, I think is definitely a viable way.

Emily Freund: What are some pros and cons of using this virtual Try on technology?

Sameer Faruquee: I think the pros are the fact that this is fun, you get to enjoy and have a good time. Let's say if you're in both for business and for the customer if you get to enjoy a product, you're more likely to buy, and you associate good memories with it. So, I think that's always a positive. And if you're a business, then you want your customers to associate positivity with your items. So that's always a plus. Also, you can share it, that's always fun. [DressX] has these weird little helmets, I could try on a helmet and show my friends, which is fun. I think the cons are that it may be misleading in terms of sizing, the sizing may be off and you buy something or the coloring you buy and then it turns out to be completely wrong. And that can be quite upsetting, especially if you've spent hundreds of pounds on it. If you've got a bad internet connection or a bad phone, it's going to be a struggle for you. Other than that, I don't really see any cons because you're not paying for anything and you're not really spending any valuable time, it was 10 20 seconds. So, I'd say there's very little cons

Emily Freund: And which of these either the pros or cons is most important in your purchasing decision of a product?

Sameer Faruquee: I would say the whole trying on aspects, like seeing how it looks from the pros, that's probably the most important. At the end of the day, if you're going to go online, you're removing the sensory feeling of touch. And after touch comes size and fitting and that's what clothes are: how they fit and how they look on you, so you have to have an idea of how it looks. Your imagination can only go so far without having the ability to try it on in person. So, I'll say, the ability to see on yourself and try on. That's the most important one.

Emily Freund: And did you learn anything about the product or the brand?

Sameer Faruquee: In terms of the product, I learned, the description, the materials, and how it looks and how it could look on me. But other than that, I didn't really learn much, per se. I think there's only so much you can learn about a product anyways, that's nothing to do with technology. A product description's a product description, it only goes so far unless you start introducing opinion pieces, which is quite unusual for fashion in general.

Emily Freund: What ways do you think the virtual Try on technology was informative?

Sameer Faruquee: Well, firstly, size: that's informative. In terms of understanding a product that's incredibly important. There wasn't much about the brand per se. However, it was still interesting to see the perspectives of the brand saying, 'You can wear it like this'. Because it says you can wear it at a Christmas party. So, the brand is telling you a way not the only way, but a way that they will prescribe you to wear it, which is interesting. I think just in general, being a brand on this platform is showing that they're technology forward so it's a positive, considering that's where I think we're going in the future is that we're going towards this kind of technology. And it's better that brands adapt now than later. So that says to me that the brand is future thinking and that's always a positive for me.

Emily Freund: What did you like about your experience, and why?

Sameer Faruquee: I like the aspect of having fun and trying on, even if you're not going to buy. That's one thing that you do struggle with in person, especially if it's a really expensive brand. And you don't feel comfortable trying stuff on because of any stigma, you can try on without any guilt, shame, without being fearful of judgment, or even to break it. You can just wear whatever you want, however you want to, even like a dress or something like that you can shop on anything you want. So, I think why I enjoy it the most is the freedom to pick whatever you like, do it however you like, and the independence and control that it gives you. I think that's the best part.

Emily Freund: And despite the sizing, what did you dislike about your experience? And why?

Sameer Faruquee: There's very little to dislike considering it's free, they're not asking you to pay there's no paywall, you can try on anything and everything. The con could be that there's no search function, as far as I'm aware. So, you couldn't actually, look for let's say, I wanted to Bottega Veneta jacket, a specific one, I couldn't look for that specific jacket and find it. There's a small, prescribed list of what's new, what's feature today. And while that's good, and it's fun, it's not what I want per se, it's not recommended to me or tailored to me or my likes, especially considering I don't wear dresses or head pieces or anything like that. So, it's good in a sense, but not as useful as it could be without being tailored to me and my likings

Emily Freund: How accurate do you think the VTO technology was in depicting the item?

Sameer Faruquee: Considering we don't have a reference, for instance, a t shirt or the hat, I can't say this is a one to one accurate description. However, I would say it looks pretty accurate. Going back to that bucket hat, the detail in the fur was really good. And that's usually something that's quite difficult anyways. Of course, there's going to be some issues, for instance, the mistletoe on the hat, or the print may look more shiny or more matte in person. But that's all negligible to a certain degree because you have to understand that it's not going to be a one to one comparison, regardless, unless 20 years down the line we get there. But I think other than that there's very few cons

Emily Freund: and what factors influence your decision to purchase luxury online?

Sameer Faruquee: I'd say number one is price, unless you have an unlimited budget, which I don't, price is always going to be the number one factor. So, for instance, the turtleneck that I've bought recently from Machine A, went on sale from 225 to 90. And I thought, that's the perfect time for me to buy it, it's more than half price down and why not, so price is number one. Second, is the brand itself, depending on who you're buying from. I'm less inclined to buy a brand that I'm not too aware of. Just because the price isn't an indication of quality, or timelessness or, even if I would like it, once I get it in person I might change the color might be different, etc. So, style was number two, I'd say. And number three, probably the least likely, though, could be the actual website itself. Yes, I expect a good website but it's not going to deter me too much if the product I want, I want it that badly. For instance, like a pair of sunglasses, if I really want a pair of sunglasses, I'm willing to forego a bad online experience just to get to the end process of getting those sunglasses. However, I would much prefer a good website that's clean, easy to use, has good payment options, good tracking and shipping and can just get you in and out quickly.

Emily Freund: You mentioned Machine A, are you aware of their AR and VR innovations that they've done with Institute of Digital Fashion?

Sameer Faruquee: I am not.

Emily Freund: You should definitely check it out. It's super cool. Would you purchase the items you viewed today?

Sameer Faruquee: Yes, some not every item because not to do the technology part, but to do with the fact that I don't like the item in general. For instance, this pair of sunglasses I saw I'd be willing to try them on and buy them. A few head pieces I would try and probably buy if I liked it that much. But yes, overall, I would be I would be willing.

Emily Freund: And what was missing from your experience that would influence your decision more?

Sameer Faruquee: I would say number one, just the fact of being able to search for items. I think it'd be cool to have a feature where you could have a search bar or like a list of retailers. For instance, like Machine A or MatchesFashion, then be able to search their catalog of items, and then look for what you want, specifically men's, women's, accessories and pick specific items. I think that's the main thing is specificity and personalization, considering everything is personalized from Amazon, to YouTube, to your Instagram, everything is catered towards you. So, I think if you're not being catered towards, then you're going to feel like it's less personalized and people generally want personalization. And they're so accustomed to that when you don't get it like here, it feels so foreign and alien to you. So, I think that's what's missing is a level of tailoring towards the person.

Emily Freund: And would you purchase from a brand that uses VTO Technology?

Sameer Faruquee: Yeah, I would I don't, I don't see a reason why not to.

Emily Freund: Why do you think that you would purchase from a brand that uses this technology?

Sameer Faruquee: As I mentioned before, it has to do with the fact that if they're willing to go into that technology now when it's not mainstream and popular, I think that shows a level of commitment. And, it aligns up with my personal values in terms of technology. I like technology, I think it's fun and interesting, and I do see it as a way forward. So, if I see a brand going there now, they're 10 years, 20 years ahead of the curve. So, I'm willing to purchase with them just because of our values alone like that.

Emily Freund: And how has using technology affected your opinions of online purchasing?

Sameer Faruquee: It shows the broad scheme of things in terms of what is available to us. And it shows you who's really taking steps forward and who's not. Now that doesn't mean that's a good or a bad thing, because some brands want to stay traditional, and that's okay. But I think it influenced me in the way that maybe more brands should be using this technology, not just for the fun while for the practical side, especially considering COVID I think it helps people more. I'd say if they're willing to go through that process to help their customers, that's also a more customer centric thing that I'm into and then shows that the brand is willing to take steps forward even if that makes them uncomfortable for the customer.

Emily Freund: What do you think is the greatest barrier for consumers using E commerce to purchase their items online?

Sameer Faruquee: The technology savvy, so if they're not necessarily old but if they're not able to understand technology and websites, it could be a barrier, especially if sometimes the cleaner a website is, the less instructions it has. So instead of saying menu, there could just be three lines in a box. And people might be confused as to what that is, when, we all know that it's a menu bar. I think also, this is less of a problem, but internet connection. In 2022, most people who are shopping online have a connection that's decent enough to maintain that connection. So, I think that's a problem but less of a problem. I think there's very few barriers.

Emily Freund: What do you think should be done to enhance online purchasing experience?

Sameer Faruquee: Going back to the personalization, if everything else is personalized in our lives, why is this aspect not, considering they have an abundance of data anyways? If we have an account, and they see what we're liking, or putting towards our carts or our wish lists, I'm sure it wouldn't be that difficult to gather all that data anyways, just because every website collects cookies anyway. So why not take advantage of that data to better us. Because then it comes also comes into the question, if you're taking all that data or not giving us personalized recommendations, what exactly are you doing with that data? It just seems like a massively missed opportunity to sort of get on that wave. Because not only does it benefit us, it benefits the business, so it helps everyone.

Emily Freund: And anything else you'd like to add?

Sameer Faruquee: Overall, I'd say the app was very good, there could be some minor improvements, but I think the AR scene is a positive one. And I think it should be added on to a lot of businesses, maybe not every business, but most fashion businesses, it would be a massive benefit. I think it should be the way forward.

Emily Freund: And you mentioned minor improvements should that be with the interface or the graphic design?

Sameer Faruquee: I think minorly I was mentioning, specifically the interface, the search function and recommendations function, but then also I think with time the actual AR function will get better. I think that's for now out of brands hands unless they're willing to invest a lot of money. But even then, I think just over time, definitely as technology goes there's a lot of research and things take time anyways. I think committing to that time, committing to that financial investment to benefit the business I think will pay off.

Emily Freund: Okay, thank you so much for your time.