Wang, M., Marsden, J. and Thomas, B. orcid.org/0000-0002-5461-0491 (2023) Smart mirror fashion technology for better customer brand engagement. International Journal of Fashion Design, Technology and Education. ISSN 1754-3266
Abstract
The emergence of new technology provides fashion retailers with innovative ways to deliver the shopping experience and engage with customers. One innovation is smart mirror fashion technology (SMFT) which enables customers to virtually try-on products and have a more pleasing experience within physical retail stores. This kind of technology is considered a powerful decision tool for online customers because it enables them to more readily experience clothing merchandise and as a result engage with the brand in a unique way. Previous research on SMFT in retail settings have been limited to online retail formats, and seemingly ignore the relationship between SMFT and customer brand engagement. Drawing from three case studies, featuring interview data, we explore how SMFT could enhance customer brand engagement in-store. We discuss the impact of SMFT on customer brand engagement and advance a new conceptualisation for managing SMFT in physical retail stores. We synthesise these findings into three actionable points.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent. |
Keywords: | Smart mirror fashion technology; customer brand engagement; physical store; |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Engineering & Physical Sciences (Leeds) > School of Mechanical Engineering (Leeds) > Institute of Engineering Systems and Design (iESD) (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 22 Sep 2023 09:22 |
Last Modified: | 22 Sep 2023 09:22 |
Published Version: | https://www.tandfonline.com/doi/full/10.1080/17543... |
Status: | Published online |
Publisher: | Taylor & Francis |
Identification Number: | 10.1080/17543266.2023.2243485 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:203577 |
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