10.24052/BMR/V16NU01/ART-015
Betelihem Welederufael Asfaw, Flomny Menon · The Business & Management Review · 2025
This study explores how Virtual Reality (VR) is changing the luxury fashion shopping experience, specifically how it affects consumer behaviour, brand engagement, and their purchase decision. The main objective of the study is to examine the strategy that luxury fashion brands can adopt to integrate virtual reality (VR) efficiently, recognize the variables that influence the purchase of luxury fashion through VR, evaluate the influence of VR on consumer engagement metrics, and understand the ways in which VR fosters trust and confidence in luxury fashion brands. A survey of 109 participants who have engaged with VR in the luxury fashion environment revealed that many critical variables, including the realism of the VR experience, ease of navigation, and customisation choices, had a major influence on customer behavior. In addition to increasing their confidence in making purchases, participants reported that immersive virtual reality experiences enhanced their capacity to examine detailed product information. Numerous participants said that virtual reality encounters strengthened their connection with luxury fashion brands, amplifying their sense of trust and allegiance. The study also shows that customers were more inclined to connect with and promote luxury brands using virtual reality (VR) if they could access engaging elements such as virtual try-ons and tailored recommendations. Notwithstanding its favorable impact on consumer involvement, the research also recognized several limitations, including the limited accessibility of virtual reality technology and the need for better authenticity and engagement. The study looks at these challenges and provides insightful analysis of the connection between luxury fashion and virtual reality. It also gives helpful recommendations for luxury fashion brands that want to be innovative and deliver more engaging, personalized shopping experiences. Future studies may concentrate on getting beyond these technical obstacles and reaching a larger audience via VR experiences, guaranteeing greater accessibility and more in-depth interaction with luxury fashion.