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What is Virtual Try-On Technology (VOT)

Chapter 18
Handbook of Research on the Platform Economy and the Evolution of E-Commerce
Virtual try-on technology enables customers to try products using their camera-equipped devices such as mobile phones. With the help of augmented reality, users may contextually visualize the item in which they are interested, interacting, and confirming the style, size, and fit before making a purchase.
Published in Chapter:
The Paradox of Luxury in Digitalization
Shamily Jaggi (Lovely Professional University, India), Gursimranjit Singh (Lovely Professional University, India), and Sheetal (Jaipuria Institute of Management, Ghaziabad, India)
Copyright: © 2022 |Pages: 19
DOI: 10.4018/978-1-7998-7545-1.ch018
Abstract
Seeing the success of digital platforms and advancement, social media marketing has strengthened the relationship between buyer and seller from a mere commercial transaction to a personal connection. The outcomes of this interaction are meticulous, and like other industries, it has also revolutionised the luxury products industry. It has become pertinent for the luxury brands to participate in the online visibility for customer awareness, customer engagement, customer acquisition, and customer retention. Though certain challenges are there, there is a need to develop strategies to mitigate them for better positioning, building online trust and online value.
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