World of Fashion
Virtual Fitting Rooms Can Be a Double-Edged Sword
• Priming shoppers with diversified beauty norms (e.g., including models with different body sizes, shapes, and ages on the website.)• Using a mannequin face for the avatar to create distance between the consumer and their perceived imperfections.• Providing opportunities for consumers to engage in pro-social behavior (e.g., contributing to a charitable donation with their purchase,) which boosts self-esteem. • Using virtual fitting rooms with high-end or luxury products, which can signal worth and value.
Mao says integrating these recommendations could help companies provide better service to their customers and improve overall sales. Nearly three-quarters of adults in the U.S. are overweight. They represent the majority of retail shoppers but often have been “overlooked by fashion retailers,” the authors write.