A Design Study of an AI-Based Virtual Reality Fashion Store VM System

Recent advances integrating Artificial Intelligence (AI) and Virtual Reality (VR) are accelerating the expansion of intelligent services in smart media environments. In fashion retail, there is a growing need to enhance VR stores and Visual Merchandising (VM) to compensate for the spatial experience that online shopping cannot fully provide. This study aims to design an AI-based VR store VM system from a smart media service perspective and to propose a system architecture for implementing intelligent VM. Based on a review of prior research, the study conceptualizes VM in VR environments and derives key design principles, and proposes a three-layer architecture consisting of a user data collection and processing layer, an AI agent–based VM decision-making layer, and a VR store VM service layer. The findings suggest that the proposed system can serve as a design framework for intelligent VM services grounded in user behavioral data, and provide a foundation for future empirical studies using KPI-based evaluation such as gaze, navigation paths, and purchase intention.