Two Decades of Augmented/Virtual Reality in Fashion: Research Trends and Implications for Industry

The fashion industry is constantly embracing new technologies to improve customer experience and drive innovation. One such technology is augmented/virtual reality. This study maps the research evolution and reveals the intellectual and social structural networks in AR/VR research in the fashion industry over the last two decades. Data were collected from the Scopus database and analysed with VOSviewer and Biblioshiny. The results of the thematic analysis indicate a growing body of research centred around four principal motor themes, namely, (i) virtual designing, sizing, and fitting/try-on experiences, (ii) virtual fashion shows, (iii) virtual supply chains/e-commerce, and (iv) virtual fashion education. The findings reveal the important role of AR/VR technologies in achieving a sustainable fashion industry consistent with the UN SDGs goal and the Fashion Pact 2050. This study will contribute to a deeper understanding of AR/VR and its role in shaping the future of the fashion industry.