Virtual reality in the luxury fashion industry: a systematic literature review
Purpose – This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and review previous research undertaken in the luxury fashion field. Design/methodology/approach – This paper conducts...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2025-06-01
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| Series: | Spanish Journal of Marketing-ESIC |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-07-2023-0203/full/pdf |
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| author | Tong (Tripp) Liu Caroline Swee Lin Tan Carolina Quintero Rodriguez |
| author_facet | Tong (Tripp) Liu Caroline Swee Lin Tan Carolina Quintero Rodriguez |
| author_sort | Tong (Tripp) Liu |
| collection | DOAJ |
| description | Purpose – This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and review previous research undertaken in the luxury fashion field. Design/methodology/approach – This paper conducts a systematic review and thematic analysis of existing literature to evaluate current research concerning VR and the luxury fashion industry. This search initially returned a total of 1,131 sources. After establishing and applying criteria of exclusion and inclusion, a total of 46 articles were selected for the thematic analysis. Findings – Five major themes were identified, including virtual luxury fashion consumption, VR in marketing communication, virtual try-on, VR retail (including virtual fashion retail spaces) and virtual worlds (including customers’ virtual representation as avatars). The importance of these themes for the study of VR in luxury fashion is supported by relevant studies in the literature. Originality/value – Whilst research into VR use within luxury fashion has increased recently, it remains fragmented. Given the absence of a comprehensive review addressing this topic within the literature, this paper will help scholars and fashion brands better understand the effects of VR on the luxury fashion industry. By integrating current practice and existing research, this paper contributes to a better understanding of how and where VR is used in luxury fashion contexts. |
| format | Article |
| id | doaj-art-caab8a591a754853a2082d6452b0d66d |
| institution | DOAJ |
| issn | 2444-9709 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Spanish Journal of Marketing-ESIC |
| spelling | doaj-art-caab8a591a754853a2082d6452b0d66d2025-08-20T03:06:17ZengEmerald PublishingSpanish Journal of Marketing-ESIC2444-97092025-06-0129331232910.1108/SJME-07-2023-0203Virtual reality in the luxury fashion industry: a systematic literature reviewTong (Tripp) Liu0Caroline Swee Lin Tan1Carolina Quintero Rodriguez2RMIT University, Melbourne, AustraliaRMIT University, Melbourne, AustraliaRMIT University, Melbourne, AustraliaPurpose – This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and review previous research undertaken in the luxury fashion field. Design/methodology/approach – This paper conducts a systematic review and thematic analysis of existing literature to evaluate current research concerning VR and the luxury fashion industry. This search initially returned a total of 1,131 sources. After establishing and applying criteria of exclusion and inclusion, a total of 46 articles were selected for the thematic analysis. Findings – Five major themes were identified, including virtual luxury fashion consumption, VR in marketing communication, virtual try-on, VR retail (including virtual fashion retail spaces) and virtual worlds (including customers’ virtual representation as avatars). The importance of these themes for the study of VR in luxury fashion is supported by relevant studies in the literature. Originality/value – Whilst research into VR use within luxury fashion has increased recently, it remains fragmented. Given the absence of a comprehensive review addressing this topic within the literature, this paper will help scholars and fashion brands better understand the effects of VR on the luxury fashion industry. By integrating current practice and existing research, this paper contributes to a better understanding of how and where VR is used in luxury fashion contexts.https://www.emerald.com/insight/content/doi/10.1108/SJME-07-2023-0203/full/pdfLuxury fashionVirtual reality3D technologySimulationVirtual worldsVR retail |
| spellingShingle | Tong (Tripp) Liu Caroline Swee Lin Tan Carolina Quintero Rodriguez Virtual reality in the luxury fashion industry: a systematic literature review Spanish Journal of Marketing-ESIC Luxury fashion Virtual reality 3D technology Simulation Virtual worlds VR retail |
| title | Virtual reality in the luxury fashion industry: a systematic literature review |
| title_full | Virtual reality in the luxury fashion industry: a systematic literature review |
| title_fullStr | Virtual reality in the luxury fashion industry: a systematic literature review |
| title_full_unstemmed | Virtual reality in the luxury fashion industry: a systematic literature review |
| title_short | Virtual reality in the luxury fashion industry: a systematic literature review |
| title_sort | virtual reality in the luxury fashion industry a systematic literature review |
| topic | Luxury fashion Virtual reality 3D technology Simulation Virtual worlds VR retail |
| url | https://www.emerald.com/insight/content/doi/10.1108/SJME-07-2023-0203/full/pdf |
| work_keys_str_mv | AT tongtrippliu virtualrealityintheluxuryfashionindustryasystematicliteraturereview AT carolinesweelintan virtualrealityintheluxuryfashionindustryasystematicliteraturereview AT carolinaquinterorodriguez virtualrealityintheluxuryfashionindustryasystematicliteraturereview |