Virtual Try-On Tech for Global Markets

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2024, Volume 2, Issue 4 : 1-4

Research Article

Virtual Try-On Tech for Global Markets

Amelia R. Johnson

Samar Pradhan

Hiroko Saito

Department of Digital Retail Experience, University of California, Los Angeles, USA

School of Consumer Technology & International Markets, Indian Institute of Business Research, India

Faculty of Human-Technology Interaction, University of Tokyo, Japan

Abstract

Virtual try-on (VTO) technologies powered by augmented reality (AR), 3D modeling, computer vision, and AI-driven personalization enable consumers to digitally preview products before purchase. Initially applied to fashion and cosmetics, VTO now influences furniture, automotive interiors, jewelry, and eyewear retail. This research examines global adoption patterns, cultural variations, technical architecture, and psychological factors shaping consumer acceptance. Using hypothetical datasets and comparative market analysis, the study finds that VTO adoption improves confidence, reduces product returns, and enhances cross-border e-commerce conversions, especially in mobile-first emerging markets. Challenges include cultural aesthetic differences, device limitations, privacy concerns, and computational bias in body models. The paper proposes a global VTO deployment framework.

Keywords

Virtual Try-On

Augmented Reality Commerce

Cross-Border E-Commerce

Consumer Trust

Fashion Tech

Digital Retail

License

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