Virtual Reality, Traditional Textiles and Contemporary Consumers

Augmented Fashion was an AHRC-funded interdisciplinary research project involving academics and industry partners from the fashion, textiles and computing science disciplines in both the UK and China. The project explored ways to engage consumers with the craftsmanship, heritage, value and sustainability of traditional fashion and textile products, using immersive technologies such as augmented reality (AR) and virtual reality (VR) to attract the attention of contemporary audiences with these traditional and sometimes under-valued products. Immersive VR content was created for Harris Tweed®, aiming to engage contemporary consumers in the UK and China with this iconic heritage textile brand. Data was gathered using an interpretive paradigm via a qualitative survey, comparing brand image perceptions, brand identity and awareness of sustainability created by traditional, real-world video content versus immersive content (a 3D virtual world). Comparing Chinese consumer reactions with those of the UK provides useful international insight into the acceptance of and attitudes towards VR fashion content. Reactions from both UK and Chinese consumers were surprisingly similar, suggesting that the use of immersive technologies changed consumer perceptions of the Harris Tweed® brand; respondents saw it as more modern, futuristic and fashion-forward, aimed at a younger target audience. This is an important finding given the need for heritage brands to gain new customers from younger demographics.