Exploiting Immersive Virtual Reality for Fashion Gamification

The relationships between fashion and technology are, year by year, increasing in number and depth. Information and communication technologies (ICT) do not have an influence, in fact, only on the manufacturing processes behind the production of clothes and accessories, but nowadays have implications on the end products as well as on their advertisement. This is witnessed by the plethora of designers that are today considering the use of consumer electronics in their creations and by the number of fashion brands that are exploring non conventional communication strategies including the use of ICT platforms. On the other hand, also consumers have changed their habits and ways of approaching products: consider, as a relevant example, the large share of users that today buy fashion online rather than in a brick and mortar shop. Now, what is by many considered the fourth wave of consumer electronics, i.e., the advent of Virtual and Augmented Reality, may have important implications on such relationships, setting new paths for product discovery and brand communication. In this scenario, we here experiment with gamification and Virtual Reality, showing the result of presenting a fashion game to an audience of fashion experts. Our results confirm the promising opportunities that the use of such technologies may provide to such creative and commercial domain.