Immersive and desktop virtual reality in virtual fashion stores: a comparison between shopping experiences.

Unlabelled: With the high growth and prosperity of e-commerce, the retail industry needs to explore new technologies that improve digital shopping experiences. In the current technological scenario, Virtual Reality (VR) emerges as a tool and an opportunity for enhancing shopping activities, especially for the fashion industry. This study explores whether using Immersive Virtual Reality (IVR) technologies enhances the shopping experience in the fashion industry compared to Desktop Virtual Reality (DVR).