The Role of Stereoscopic 3D Virtual Reality in Fashion Advertising and Consumer Learning

  • Kung Wong Lau
  • Pui Yuen Lee
Part of the European Advertising Academy book series (EAA)


The fashion show is the heart of the fashion advertising and promotional activities. Every fashion show does not simply an advertising event exhibiting designers’ collections to the consumers, but it also tips off multi-million-dollar activities across various business domains, which includes marketing, manufacturing, merchandising, retailing, public media, and so on. Fashion show also evidenced the development of distribution channel. Since the first modern fashion show at Ehrich Brothers, New York City in 1903 (Fortini, 2006), fashion shows have been going through drastic changes in nature and even evidenced the evolving process of distribution channels in advertising and retailing.


Virtual Reality Virtual World Purchase Intention Virtual Object Virtual Model 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Azuma, R. (1997), “A survey of augmented reality,” in: Presence: Teleoperators and virtual Environment , 6(4), 355–385.Google Scholar
  2. Childers, T., Carr, C., Peck, J., & Carson, S. (2001), “Hedonic and utilitarian motivations for online retail shopping behavior,” in: Journal of Retailing, 77, 511–535.CrossRefGoogle Scholar
  3. Chittaro, L., & Ranon, R. (2002), “Dynamic generation of personalized VRML content: a general approach and its application to 3D e-commerce,” in: 3D Technologies for the World Wide Web, Proceedings of the seventh international conference on 3D Web technology (pp. 145–154). New York, N.Y.: Association for Computing Machinery.Google Scholar
  4. Davis, E. (1998), “Techgnosis: myth, magic and mysticism in the information age,” New York: Three Rivers.Google Scholar
  5. Fortini, A. (2006, Feb 8), “Slate,” Retrieved Feb 2, 2014, from How the Runway Took Off – A brief history of the fashion show:
  6. Kim, J., & Forsythe, S. (2008), “Adoption of virtual try-on technology for online apparel shopping,” in: Journal of Interactive Marketing , 22, 45–59.CrossRefGoogle Scholar
  7. Lanier, J. (2010). “Brief biography of Jaron Lanier,”. Retrieved June 19, 2010, from Google Scholar
  8. Schlosser, A. (2003), “Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions,” in: Journal of Consumer Research , 30, 184–198.CrossRefGoogle Scholar
  9. Shanken, E. (2007), “Historicizing art and technology: forging a method and firing a canon,” In O. Grau, (Eds) Media Art HIstories (pp. 43–70). Cambridge: MA: MIT Press.Google Scholar
  10. Sherman, W., & Craig, A. (2003).“Understanding Virtual Reality – Interface Application and Design,” San Francisco, CA: Morgan Kaufmann Publisher.Google Scholar
  11. Song, K., Fiore, A., & Park, J. (2007), “Telepresence and fantasy in online apparel shopping experience,” in:Journal of Fashion Marketing and Management , 11(4), 553–570.CrossRefGoogle Scholar

Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.Hong Kong Polytechnic UniversityHong KongHong Kong

Personalised recommendations