Mind the gap: virtual fashion shows and generational disparities

Abstract

The fashion industry has experienced a digital transition while embracing innovative technologies, such as virtual reality and augmented reality, in order to improve the customer experience. Virtual fashion shows have been gaining importance due to their innovative approach in displaying and promoting new collections. This study aims to examine the challenges associated with virtual fashion shows and their effect on consumers, in addition to the generational disparities in consumer responses. An exploratory qualitative approach was adopted, whereby 22 experts in the Metaverse and fashion fields were interviewed. The findings suggest that virtual fashion shows boost exposure, engagement, and purchase, particularly among younger luxury consumers (Gen Y and Z) compared to older generations (Gen X) who face digital exclusion and struggle with adoption due to technological barriers and unfamiliarity. However, difficulties such as digital divisions, product intangibility, and idealised virtual representations may result in disillusionment across all generations, reducing consumer loyalty.