Table 2. Conclusions and implications... | Emerald Publishing

Table 2.

Conclusions and implications

Conclusions	Implications
Virtual luxury fashion consumption Consumers purchase and use virtual items with luxury brands’ iconic designs in virtual environments	There is a significant transformation in how luxury fashion is produced, marketed and consumed in the digital age
VR in marketing communication VR allows luxury brands to market online in new ways	Luxury brands must prioritize understanding consumer preferences and optimizing virtual experiences
Virtual Try-On technologies Virtual try-on enables consumers to use smartphone apps and websites to visually simulate wearing luxury fashion products	Virtual try-on enhances consumer engagement online with an immersive and personalized shopping experience, particularly among younger consumers
VR retail and virtual fashion retail spaces VR retail and virtual stores are new online retail channels that simulate three-dimensional shopping environments	VR retail holds potential benefits for luxury brands, but it also presents challenges due to the high investment costs. Further research is necessary to determine whether this enhancement of consumer retail experiences is profitable
Virtual worlds and user avatars Virtual worlds allow luxury brands to engage with consumers through their avatars, offering immersive and interactive experiences	This space presents an opportunity for luxury brands to develop their identities, engage with consumers and co-create within virtual worlds

Conclusions	Implications
Virtual luxury fashion consumptionConsumers purchase and use virtual items with luxury brands’ iconic designs in virtual environments	There is a significant transformation in how luxury fashion is produced, marketed and consumed in the digital age
VR in marketing communicationVR allows luxury brands to market online in new ways	Luxury brands must prioritize understanding consumer preferences and optimizing virtual experiences
Virtual Try-On technologiesVirtual try-on enables consumers to use smartphone apps and websites to visually simulate wearing luxury fashion products	Virtual try-on enhances consumer engagement online with an immersive and personalized shopping experience, particularly among younger consumers
VR retail and virtual fashion retail spacesVR retail and virtual stores are new online retail channels that simulate three-dimensional shopping environments	VR retail holds potential benefits for luxury brands, but it also presents challenges due to the high investment costs. Further research is necessary to determine whether this enhancement of consumer retail experiences is profitable
Virtual worlds and user avatarsVirtual worlds allow luxury brands to engage with consumers through their avatars, offering immersive and interactive experiences	This space presents an opportunity for luxury brands to develop their identities, engage with consumers and co-create within virtual worlds