Metaverse integration in the fashion industry

• Main Author: Fernandes, Ricardo Nuno Cavaleiro
• Publication Date: 2024
• Format: Master thesis
• Language: eng
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10071/33224
• topic: Metaverso -- Metaverse; Fashion; Realidade virtual -- Virtual reality; Customer experience; Augmented reality; Inteligência artificial -- Artificial intelligence; Moda; Experiência do cliente; Realidade aumentada

This paper investigates the influence of the Metaverse and its technologies in the fashion sector, with an emphasis on the potential of Virtual Reality (VR), Augmented Reality (AR), and Artificial Intelligence (AI), aligned with Metaverse Driven Products to enhance customer experience and satisfaction through an in-depth analysis. This paper starts by understanding the development of the Metaverse from an idea originated in science fiction to a growing virtual environment where users engage and conduct transactions. Then it also gives a complete background on the fashion industry, its pain points and its evolution through Metaverse Driven Products, and other topics. In this paper the products chosen were the Virtual Try On, Virtual Showrooms and Virtual Size Advisor. On a more practical note, the paper will also incorporate a statistical analysis on a survey, in order to prove the correlation between the use of technologies and customer satisfaction. This dissertation emphasizes the substantial prospects that Metaverse-powered technologies provide to the fashion industry. However, it also recognizes the obstacles, such as technical constraints and the need to establish customer confidence, that need to be resolved in order to achieve general acceptance. The key findings indicate it exists a correlation, statistically proven, between the Customer Satisfaction and the use of technologies such as VR, AI and AR, and that although some technologies, to the sample in question, are more valuable than others, the biggest insight is that it exists a gap between the lack of innovation in the consumer experience, due to unpredictability of the consumer behavior and an opportunity to explore these Metaverse Driven Products and its technologies.