Augmented Reality and Virtual Reality: New Drivers for Fashion Retail?

  • Rosy BoardmanEmail author
  • Claudia E. Henninger
  • Ailing Zhu


This chapter is conceptual in nature and focuses on more recent technological innovations that have been implemented within the fashion industry, namely Augmented Reality (AR) and Virtual Reality (VR). The technology acceptance model (TAM) will be utilised to further evaluate the perceived usefulness and the ease of use of AR and VR from a consumer perspective, by drawing on current fashion examples. The chapter concludes by highlighting future directions for research.


Augmented Reality Virtual Reality Drivers Barriers Fashion 


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Rosy Boardman
    • 1
    Email author
  • Claudia E. Henninger
    • 1
  • Ailing Zhu
    • 2
  1. 1.School of MaterialsUniversity of ManchesterManchesterUK
  2. 2.Changchun UniversityChaoyang Qu, Changchun ShiJilin ShengChina

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