Unlocking the Potential of the Salesperson in the Virtual Fitting Room

Enhancing the Online Retail Experience for Fashion Brands

  • Eirini BAZAKI University of Southampton
  • Vanissa WANICK University of Southampton
Keywords: Virtual Fitting Room, Salesperson, Service Dominant Logic, Fashion Brands


In the last decade, online shopping has become increasingly popular, as evidenced in the global growth of e-commerce and m-commerce. Alongside these developments, it is important to ensure customer satisfaction and requirements. The integration of smart technologies with service design and applications introducing the virtual fitting room are on the increase and are contributing to the fierce competition between online retailers. However, there is little understanding about the most effective way to use this technology and how it can transform services touchpoints, particularly for fashion brands. Considering this, the current study compares and contrasts virtual fitting room models found in the literature with examples from popular websites. This paper introduces the concept of the salesperson in the virtual fitting room and provides recommendations as to how this can be explored in the future, from a design perspective. 

How to Cite
BAZAKI , E., & WANICK , V. (2019). Unlocking the Potential of the Salesperson in the Virtual Fitting Room. Conference Proceedings of the Academy for Design Innovation Management , 2(1), 645–655. https://doi.org/10.33114/adim.2019.10.387