Developing a Marketing Strategy to Showcase the Benefits of a Unified Virtual Try-On Platform for the UAE’s Online Clothing Market
Document Type
Book Chapter
Source of Publication
Impacts of Capstone Projects for Future Ready Graduates Design Implementation and Evaluation
Publication Date
6-18-2026
Abstract
This study investigates how a unified virtual try-on (VTO) platform can be marketed effectively in the UAE’s online clothing market, emphasizing usability, cultural adaptability, and consumer expectations. An explanatory sequential mixed-methods design was employed, combining survey data from 101 female participants aged 18–44 with focus group insights from 10 individuals representing both online and in-store shopping preferences. Results show that consumers value fit accuracy and realistic visuals, yet express strong concerns over privacy and a lack of cultural representation, including modest fashion and Arabic language support. Focus group participants highlighted dissatisfaction with avatar realism and requested features such as mix-and-match options, personalization, and traditional attire integration. Findings suggest that for successful adoption, VTO platforms in the UAE must prioritize cultural sensitivity, user trust, and mobile optimization, while supporting sustainability by reducing product returns.
DOI Link
ISBN
[9798337353128, 9798337353142]
Publisher
IGI Global Scientific Publishing
First Page
277
Last Page
302
Disciplines
Business
Keywords
Clothing (0.81) | Avatar (0.68) | Focus group (0.58) | Marketing (0.5) | Arabic (0.48) | Business (0.47) | Focus (optics) (0.47) | Product (mathematics) (0.47) | Sustainability (0.41) | Mobile apps (0.38) | Advertising (0.38) | Value (mathematics) (0.37) | Conjoint analysis (0.36) | Market segmentation (0.36) | Value proposition (0.34) | Computer science (0.34) | Knowledge management (0.34) | Computer-assisted web interviewing (0.32) | Consumer behaviour (0.29) | Market research (0.28) | Internet privacy (0.28) | Survey data collection (0.27) | Marketing strategy (0.27) | Psychology (0.27) | Target market (0.27) | World Wide Web (0.26) | Online advertising (0.25)
Scopus ID
Recommended Citation
Taleb, Shahad and Alkhoori, Mariam, "Developing a Marketing Strategy to Showcase the Benefits of a Unified Virtual Try-On Platform for the UAE’s Online Clothing Market" (2026). All Works. 8302.
https://zuscholars.zu.ac.ae/works/8302
Indexed in Scopus
yes
Open Access
no