Advertising communication is considered one of the most important processes in marketing products in general, and fashion products in particular. Virtual reality technology has had a significant impact on the major developments that have occurred in advertising methods across various fields, including fashion display windows.
Three-dimensional virtual reality (3D VR) technology is one of the key factors influencing the enhancement of visual merchandising, sales promotion, and consumer purchasing behavior. This research paper presents how modern technological programs can be utilized to increase the marketing efficiency of fashion displays in retail stores, and to overcome traditional methods used in designing fashion display windows in commercial shops in Egypt.
The study is based on scientific references related to consumer behavior theories, shopping experience, visual communication, and modern technologies applied in visual merchandising, which have a more specific impact on the fashion market.
Virtual reality technology enables consumers to view clothing products in a more realistic way, which facilitates the clear presentation of both the aesthetic and functional advantages and disadvantages of the product.
The research aims to employ 3D virtual reality technology in designing fashion displays for shop windows in order to save time, effort, and cost, while enhancing the realism of visual presentation in fashion displays.
The researcher used the 3D fashion design software CLO 5.1 to evaluate the quality of garment designs in terms of visual appearance and movement performance. A questionnaire was designed based on three main axes: competitive advantage, marketing advantage, and aesthetic aspect.
The results demonstrated the success and effectiveness of applying 3D virtual reality technology in both external and internal fashion display windows for retail stores. |
