Integrating the capabilities of virtual fitting technology to improve sales in the fashion industry

This article systematizes approaches to understanding the technology of virtual fitting in the fashion industry. Examples from the practice of introducing Digital technologies in fashion by manufacturers and sellers of fashion goods are analyzed. It has been revealed that large foreign and Russian fashion brand companies are developing virtual stores, fashion shows in simulations, while fashion houses are opening digital platforms for brand lovers, producing virtual branded clothing so that users can wear their brands in virtual spaces, for example, in gaming processes in metaverses. Special attention is paid to the study of the potential of using such a tool as focus groups, the use of which makes it possible to optimize the process of virtual fitting rooms in the fashion industry. Conclusions and suggestions have been formed on the need to conduct a number of individual qualitative studies based on focus groups in order to determine ways to optimize the process of virtual fitting rooms, including optimizing issues of immersion and engagement, developing users’ sense of presence or immersiveness in the environment resulting from the multimodal nature of the organs of perception in combination with interactive aspects, as well as to study the levels of narrative tension and increase the level of user focus and recognition of brand information. All this, in general, will allow fashion brands to successfully develop in an innovative virtual space and stimulate sales, significantly increasing their economic performance.