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Research Paper | Marketing | India | Volume 12 Issue 11, November 2023

Interactive Websites as Major Drivers of Growth and Innovation in Apparel Retail Industry

Maria Boaler | Dr. Pankajakshi R.

Abstract: Interactive websites have become a critical component in driving growth and innovation in the apparel retail industry. The integration of interactive features such as virtual try - ons, 360 - degree product views, and personalized product recommendations has transformed the way customers engage with apparel retailers online. Interactive websites allow customers to experience the product and brand in a more immersive and engaging way. Virtual try - ons, for example, allow customers to visualize how apparel items would look on them without physically trying them on. This feature has not only increased customer satisfaction but has also reduced the rate of returns, which can be costly for retailers. Interactive websites also facilitate the integration of augmented reality (AR) and virtual reality (VR) technology into the apparel retail industry. AR technology can provide customers with an immersive experience by overlaying digital elements onto the real world. For example, a customer could use AR technology to see how a piece of apparel would look in a specific environment, such as at a wedding or on a beach. VR technology, on the other hand, can provide customers with a fully immersive experience, allowing them to explore a virtual store and try on apparel in a simulated environment. This study is done primarily to identify the emerging trend of interactive websites among apparel retailers in India and to assess how it is enhancing consumers experience and impacting their purchase intention.

Keywords: Interactive websites, Apparel retail industry, Virtual try - ons, 360 - degree product views, Augmented reality (AR) and Virtual reality (VR)

Edition: Volume 12 Issue 11, November 2023,

Pages: 1806 - 1812