Virtual fitting rooms as a trend in online fashion stores. A systematic review.

Abstract

Virtual fitting rooms are a digital marketing trend in online fashion stores; they use augmented reality, improve the customer experience, and increase sales. The research met the objective of conducting a systematic review of the topic; the methodology was qualitative and descriptive in scope. Based on the 2020 PRISMA declaration, two analysis tables were established for 20 items and a comparative table for five brands; based on this, the ZARA virtual fitting room is recommended. The conclusions were: the use of virtual reality in virtual fitting rooms allows for an innovative and personalized experience for the customer, who can independently try on and choose the appropriate garment.