The paper "Customers Acceptance of Virtual Fitting Technology" is a brilliant example of a term paper on marketing. This chapter consists of two parts; the first part covered the current market trends of Virtual Dressing Technology and a general background of the companies who provided such type of technology, as well as the apparel e retailing who adopt it. The second part of this chapter focused on one specific type of VDT technology; MyVirtualModel in terms of its operations and adoptions. Issues facing e-tailers in adopting the MVM technology have also been discussed in this chapter. 2.1Virtual Dressing Technology in E-retailing 2.1.2What is VDT? As online apparel sales continue to grow, e-tailers are looking for ways to improve services or website usability to ensure success in a highly competitive environment.
However, problems associated with online shopping for apparel, such as the inability of providing real shopping experiences for customers to shop online (Cho, 2007), are seen as a major obstacle for apparel e-tailers to move their businesses forward. To overcome this limitation, some e-commerce companies introduced a virtual reality technology, which aims to allow consumers to create a virtual model to personalize and try clothes online.
This type of virtual experience is generally named as Virtual Dressing Technology (Cho, 2007; Stephen et al, 2007) Some companies that have more advanced technology can combine body-scanning function, or customers can key in individual body measurement to create the virtual model, which can more accurately reflect themselves. This type of technology is also known as Virtual Fitting Technology. 2.1.2Adoption of VDT in apparel E-retailing There are few terms used in the literature to refer to this type of virtual technology used in e-retailing: Virtual Dressing Technology (VDT), Virtual Fitting Technology (VFT), Apparel Dress Model Technology, Size prediction or Virtual Models (Cho, 2007;Chapman, 2001; Lin, 2007; Lawler and Joseph, 2006; Stephen et al, 2007).
Depending on the individual researchers, the terms usually have a similar meaning, which is to allow customers to create a virtual version of themselves to “ try on” clothes or mix-and-match the items before they make a purchase decision. 2.1.3Perceived benefits of implementing VDT The implementation of the VDT in an online apparel shopping site has claimed to benefit both the customers and e-tailers.
From the customers’ point of view: 1) VDT can increase the interactivity between both parties since customers are allowed to personalize the virtual model and try-on the apparel through the website. Jordan (2003) claimed that the Virtual Models offer convenience and a sense of empowerment to shoppers by making e-retailing more interactive by helping customers to make a purchasing decision. In addition, Wolfinbarger and Gilly (2000) stated that it was found that the increase in customer retailer interactivity could attract more online shoppers.