Chapter 9 Transforming the e-retailing Experience: Towards a Framework for the Socialisation of the Virtual Fitting Room

This chapter discusses the use of social elements within technologies such as the 3D fitting room for fashion brands to enhance the customer's e-retailing brand experience. We start this chapter with a review of the main theories and concepts that relate to the socialisation of the virtual fitting room. Following this, a conceptual framework is developed founded on the creation of four different scenarios, based on different types of interaction: (1) employee–consumer, (2) consumer–consumer, (3) employee–consumer–consumer, and (4) employee–consumer–third party (key online influencers, bloggers). We finalise this chapter with recommendations from the analysis of the scenarios presented. The findings and contributions of this chapter could be of interest to both practitioners and researchers in the field of fashion marketing and retail management as well as web design managers. Learning Outcomes To identify the social elements that emerge from interactions with the virtual fitting room in e-retailing applications To debate the influence of the socialisation of the virtual fitting room (SVFR) in brand experience To discuss the implications of the SVFR for retailers, consumers and managers To envision the future of e-retailing brand experience through the SVFR