Virtual Reality in the Clothing Sector: How to best combine Physical and Digital Customers’ Experiences

The general objective of the thesis is to explore the use of Virtual reality in the fashion and clothing industry. Specifically, it intends to gain knowledge on the impact of Virtual Reality on consumers and on the industry itself. Additionally, the study focuses on understanding the effectiveness of adopting a phygital strategy, which is made possible due to the combination of physical and digital methods. A methodology based on a qualitative approach, specifically on interviews with experts, has been utilized. The results have highlighted that Virtual Reality has positive effects on consumer engagement and buying behavior in the fashion industry, as well as on industry sales. Moreover, a phygital strategy has been mentioned to be the best strategy to implement for both consumers and brands, as it enables a dynamic and complete shopping experience, and a great competitive advantage.