...Tong (Tripp) Liu; Caroline Swee Lin Tan; Carolina Quintero Rodriguez Purpose This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and review previous research undertaken...

.... Study 3 is a conjoint analysis that delineates the distinct factors that consumers attribute to mass versus niche cool brands in the luxury fashion arena. Findings This study demonstrates that attitudes mediate the relationship between brand coolness and brand loyalty. Conspicuous consumption only...