Product customisation: virtual reality and new opportunities for luxury brands online trading

Samar Altarteer, Vassilis Charissis, David Harrison, Warren Chan

Research output: Chapter in Book/Report/Conference proceedingConference contribution

13 Citations (Scopus)


Considering the rapid fast advancement in hardware and software medium technologies, product visualisation and customisation methods in online stores are evidently lacking both realism and interactivity. The advantages that Virtual Reality system makes available by means of high level of product visualisation, real time interaction and promoting hedonic values can elevate the customer experience in the distance-shopping environment. This technology opens great opportunity for luxury names to engage customers into the experience and maintain the distinctive level of services provided across different channels. Using innovative digital tools could support the establishment and the maintenance of the brand image in such a distant world [Dauriz et al. 2014]. Luxury brands provide exclusive in-stores services like product configuration aiming for integrating aspects of their customers' individuality within their end products and engaging them into the experience. Through Virtual Reality, customising and personalising the product enhances the learning process in an entertaining and engaging environment [Mujber et al. 2004]
Original languageEnglish
Title of host publicationProceedings of the 21st International Conference on Web3D Technology (Web3D '16)
PublisherAssociation for Computing Machinery (ACM)
Number of pages2
Publication statusPublished - 22 Jul 2016


  • virtual reality
  • luxury fashion brands
  • Luxury brands
  • 3D visualisation
  • HCI
  • interactive digital environments
  • e-commerce

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design
  • Human Factors and Ergonomics


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