13th Annual International Conference on Industrial Engineering and Operations Management

Application of Virtual Experiential Marketing on Digital Fashion Product on Online Selling Platform

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Track: Technology Management

This study examines the result of the application of five virtual experiential marketing (VEM) elements on an online selling platform that sells fashion apparel product with digitalization of product. The application of VEM elements was done with the digitalization of fashion apparel product, whereas any customer can store their body size measurement and perceive a digital mockup apparel on an avatar with their body measurement. A survey was conducted of potential customers to evaluate the customer journey on the online platform that applied VEM elements to obtain the results of the high or low level of customer satisfaction and customer experience with the VEM elements application. The results suggest some enhancements that could be applied to gain more satisfaction and unforgettable shopping experience. This study examines the result of the application of five virtual experiential marketing (VEM) elements on an online selling platform that sells fashion apparel product with digitalization of product. The application of VEM elements was done with the digitalization of fashion apparel product, whereas any customer can store their body size measurement and perceive a digital mockup apparel on an avatar with their body measurement. A survey was conducted of potential customers to evaluate the customer journey on the online platform that applied VEM elements to obtain the results of the high or low level of customer satisfaction and customer experience with the VEM elements application. The results suggest some enhancements that could be applied to gain more satisfaction and unforgettable shopping experience.

Published in: 13th Annual International Conference on Industrial Engineering and Operations Management, Manila, Philipines

Publisher: IEOM Society International
Date of Conference: March 7-9, 2023

ISBN: 979-8-3507-0543-0
ISSN/E-ISSN: 2169-8767