Virtual Reality in Fashion: A Systematic Review and Research Agenda

The fashion industry is increasingly leveraging virtual reality (VR) technology to develop and promote its products while enhancing consumer experience. However, existing research on the exploration of VR within the field remains limited. This study aims to provide a comprehensive analysis of the application of VR in the fashion literature. We employed a systematic review methodology, incorporating an annotated bibliography into the screening and review process, which included 71 articles. Our findings revealed that VR in fashion research is primarily concentrated in a few countries, with a significant increase in output since 2020. Additionally, non-immersive VR and quantitative approaches have been widely utilized. Several theoretical frameworks, particularly in technology adoption, have also been applied. Our findings contribute to the literature by offering valuable insights into the current state and future directions of VR in fashion. Future research should focus on bridging the gap between potential and actual applications of VR.