Abstract
The use of interactive media has been one of the most relevant trends in the last years. In this era where the stimuli from media never leave us alone, fashion customers are looking for even more than interactivity. They want to be involved, surprised. The keyword for this new trend is experience, not only as a memorable experience, but as a proper aesthetic experience that is capable to enhance even our sensory perceptions. Virtual reality and augmented reality seem to be the new solution to create experiential marketing, to differentiate one’s brand from competitors and to create immersive storytelling. Covid-19 brought the importance of the digital in fashion even more to evidence. With most of the stores closed, fashion brands had to translate its sector on social media and e-commerce platforms, and that’s when XR stepped in as a notable resource. Social distancing and lockdown highlighted how the digitization of fashion brands must be a priority, not only to recover from the Covid-19 crisis and gain back strength, but also to anticipate the needs of the modern customer. Augmented reality and virtual reality are definitely part of the answer.
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Silvestri, B. (2022). How Virtual and Augmented Reality Are Reshaping the Fashion Industry During the Covid-19 Pandemic. In: Pillai, A.S., Guazzaroni, G. (eds) Extended Reality Usage During COVID 19 Pandemic. Intelligent Systems Reference Library, vol 216. Springer, Cham. https://doi.org/10.1007/978-3-030-91394-6_3
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