Interactive Marketing with Virtual Commerce Tools: Purchasing Right Size and Fitted Garment in Fashion Metaverse

Sadia Idrees (), Gianpaolo Vignali () and Simeon Gill ()
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Sadia Idrees: University of Manchester
Gianpaolo Vignali: University of Manchester
Simeon Gill: University of Manchester

Chapter Chapter 15 in The Palgrave Handbook of Interactive Marketing, 2023, pp 329-351 from Springer

Abstract: Abstract Technological advancements have changed the traditional e-commerce marketing environment to an interactive v-commerce metaverse marketing environment. The chapter outlines the recent v-commerce tools for interactive marketing in fashion metaverse. To enhance interactive marketing in terms of size and fitting in v-commerce, mobile 3D body scanning has a substantial influence on consumers. This empowers them to view fitting and size prior to any kind of purchase. This helps reduce the hassle of online product returns. In fashion metaverse, fashion buyers use mobile device for scanning to acquire personalised, highly detailed 3D body avatar and body dimensions along with interactive features of augmented reality, virtual reality, and mixed reality. This provides rich visual information of product in fashion metaverse along with right size and fit viewing with sensory interaction. Consumers can experience in online shopping environment, realistic and engaging distinct features with enhanced functionality, interactivity, convenience, and time efficient. Moreover, the chapter concluded the practicability of v-commerce tools (mobile body scanners, VR, AR, and MR) with four main elements such as immersive technology, interactivity, attractiveness, and accuracy that have the potential to enhance the virtual interactive marketing. Further, v-commerce tools and metaverse environment have been evaluated with AIDA marketing framework to outline the effectiveness of interactive marketing strategy for consumers’ and retailers’ benefit. Thus, the v-commerce has a potential in benefiting retailers with mass customisation, virtual size recommendation, efficient inventory management, and designing of interactive marketing and retailing strategies.

Keywords: 3D Mobile application body scanner; Virtual Reality (VR); Augmented Reality (AR); Mixed Reality (MR); Virtual Commerce (v-commerce); Fashion metaverse; Interactive marketing (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-14961-0_15

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