Enhancing Female Clothing Shopping Experience by the Use of the 3D Body Scanning Technology

Daniela Campaniolo (), Gianpaolo Vignali () and Daniella Ryding ()
Additional contact information
Daniela Campaniolo: Institute of Business, Industry & Leadership, University of Cumbria
Gianpaolo Vignali: University of Manchester
Daniella Ryding: University of Manchester

A chapter in The Garment Economy, 2023, pp 321-345 from Springer

Abstract: Abstract Technology has changed the way consumers shop and drives the move to a multichannel landscape. The COVID-19 crisis has further strengthened technology adoption in different sectors. Shoppers place more importance on sustainability than in the past demonstrating the key role of sustainable business practices. People tend to look for good quality garments to last better for the environment. Although the rise of online shopping presents a huge opportunity for companies to capitalise on, yet, fit and sizes remain an on-going issue. Fashion consumers find it difficult to assess these elements through digital platforms. Indeed, online fashion is the biggest sector for returns with a return average rate of 25% of the majority of retailers, squeezing retailers’ profits and increasing investors’ risks. This paper proposes the use of 3D Body Scanning Technology to leverage this issue. This technology would allow the provision of improved garments characteristics while facilitating the in-store and online experience. It adopts an exploratory approach. A series of 20 customers’ body scans to ascertain the perception of the 3D Body Scanning process. Respondents have been asked to describe this experience straight after the session by completing an open-ended questionnaire. This has been supplemented by follow-up interviews (relating to whether the results of the body scanning process had had any impact on respondents’ consumption behaviour); Results indicate a positive attitude towards the use of the technology which suggests favourable future application of the technology in a clothing retailing context and contributes knowledge to research literature and theory.

Keywords: Consumer behaviour; 3D body scanning technology; Satisfaction; Fit and size (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-33302-6_17

Ordering information: This item can be ordered from
http://www.springer.com/9783031333026

DOI: 10.1007/978-3-031-33302-6_17

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().