User Experience of a Digital Fashion Show: Exploring the Effectiveness of Interactivity in Virtual Reality

Abstract

A virtual reality (VR) environment is different from the generally produced video-based experience, as it creates an interactive user experience (UX) by allowing the users to respond to operations or commands using various input devices. In particular, as existing analog-type fashion shows that have limitations in space and time have evolved into digital fashion shows that include interaction, the importance of the naturalness of interaction and visual expression is being emphasized in UX research. However, study cases that maximize user immersion through the interaction of visual changes in the stage and clothes of a digital fashion show are scarce. As such, this study introduces an interactive VR fashion show to analyze the impact of interaction on the UX in a VR environment. In the design of the interactive VR fashion show, various interaction elements that affect the UX are selected and the scope of UX application is suggested. In addition, by utilizing a commercial game engine, the production process necessary to simulate an existing fashion show is shown step-by-step. The user test in this study is examined in-depth by dividing the evaluation of the user into a two-step survey, and the results are objectively verified through a statistical analysis.