Given that not even 10% of clothing is sold online, apparel e-commerce faces major challenges as opposed to traditional apparel shopping or e-commerce of digital goods. Due to the constantly increasing online business, it is essential to optimize the online apparel purchase process, for it to become more competitive. Perceived product risk and return rates– for apparel– are exceptionally high. Fitting and size uncertainty is the key reason to both purchase hesitance as well as number of returns. In this study it is investigated whether fitting enabling technologies (FETs) can benefit apparel e-commerce by making the purchase process more efficient and solving the aforementioned complications. Focus here is put onto three main fitting technologies: Fits.Me, UPcload and Virtusize. In order to serve the study purpose, subjects of research included the classification of apparel goods, the theory of perceived risk as well as technology acceptance. The measures of the technological acceptance model (TAM) were used to examine and evaluate the applications. These were ‘skills’, ‘perceived ease of use’, ‘perceived enjoyment’, ‘perceived usefulness’ and ‘post-purchase evaluation’. The method was based on a deductive approach, first examining theory and then confirming results practically. A general online observation of diverse (fitting) enabling technologies paired with extensive literature research of accompanying topics, lead to the selection of three case technologies, which could be tested and evaluated based on the components of the literature review. Closing the gap between retailer and consumer in order to create purchase process efficiency could be achieved. Purchase hesitance due to the inability of physical examination of intangible apparel goods could be minimized through the integration of FETs. The measures of the TAM were tested overall positively in regard to the technologies in the e-tail context. The online apparel purchase process had been aligned with the conventional buying procedure and consequently generated the same benefits, allowing apparel e-commerce to finally achieve competitive advantage, to potentially substitute traditional apparel shopping and to eventually build upon a consistent and coherent international size infrastructure. / Program: Master programme in Applied Textile Management

Detta är en kandidatuppsats i designteknik som innehåller en studie om hur flera kjolmodeller med olika trådriktningar skiljer sig virtuellt mot verkligt. På dagens modeföretag är de två främsta metoderna för avprovning verklig och virtuell som används i produktutvecklingsprocessen. Dessvärre har inte alla företag tillgång till virtuell-avprovning då detta är en kostsam investering för företagen och flera menar på att det inte blir likadant virtuellt som i verkligheten. För att bemöta dessa tankar har tre olika kjolmodeller konstruerats, blivit uppsydda och provats av verkligt respektive virtuellt. En enkät har därefter utformats och skickas ut till 30st konstruktörer i branschen. Resultatet av undersökningen visar på att det finns både likheter och skillnader mellan kjolarna med samma trådriktning. 3D simuleringsprogrammet CLO kan framhäva tygets mekaniska egenskaper och ge ett så likt resultat som möjligt. Baserat på denna studie är förhoppningen att fler företag ska våga investera och börja arbeta i 3D för att således minimera antal provplagg och värna mer om miljön. / This is a Final Bachelor Degree Thesis in design technology that investigate how several skirts with different grainlines differ in reality to virtually. The two most common methods for today's product development are garment fitting in 3D and physical fittings. Unfortunately, 3D fitting is a very expensive investment for a company and some argue that it does not become the same result virtual as in reality. To respond to these thoughts, three skirts has been constructed, sewn, and fitted virtual as physical. Thereafter, a questionnaire have been created and sent to 30 pattern makers. The results of the survey show that there are similarities between the skirts with the same grainlines. The 3D simulations program CLO has the opportunity to emphasize the mechanical properties of the fabric to give the same result as possible. Through this study, the hope is to encourage companies to invest and start working in 3D in order to minimize the number of sample garments and protect the environment.

Background: There is a noticeable digital shift in the fashion industry. COVID-19 Pandemic has acted as a great accelerator to the digital shift. Specifically retail is one of the industries that has grown more digitally oriented as a result of the global pandemic that hit the world in 2020 (Moneta & Sinclair, 2020). Extended reality technologies (XR) are major components of modern technologies. VR and AR, that fall under XR are being incorporated into the fashion media ecosystem, with the use of different applications (Silvestri, 2020). With the help of XR technology, virtual clothing was introduced to the consumers, which is the intersection of fashion and technology.  Purpose: In order to fill the gaps of literature, the purpose of this paper is to examine how young adults are adopting the brand’s use of extended reality technologies (XR), but specifically, their willingness to adopt virtual clothing.  Method: A qualitative approach was used which followed an interpretivist research philosophy. It included in-depth semi-structured interviews with 12 participants aged between 20-35. The general analytical approach was used to analyze the collected data, and the empirical findings were discussed in relation to the frame of reference.  Conclusion: The findings suggest young adults' adoption to brands' use of extended realities, specifically Virtual clothing is limited due to the lack of knowledge about those technologies. However there are clear signs indicating that they would adopt it in the future if it becomes a norm.

Vid digital mönsterkonstruktion för ett plagg krävs ett befintligt grundmönster som utgångspunkt för att kunna tidseffektivisera framtagningsprocessen. På konfektionsföretag där tid för mönsterkonstruktion är bristfällig lämnas detta moment ofta till fabriksanställda trots att kompetens finns inom företaget. Denna studie syftar till att ta fram en passformsgrund till ett sportföretags formade jackor för att främja framtida konstruktionsprocess för företagets konstruktörer. Resultat har uppnåtts med hjälp av metoder som digital mönsterkonstruktion, sömnad av provplagg och avprovningar. För att grunden ska kunna användas till företagets hela storleksintervall har denna graderats. Verifiering av graderingen har utförts genom virtuell avprovning på inskannade provpersoner i ett 3D-simuleringsprogram. Resultatet visar en passformsgrund där företagets återkommande passformsproblem över byst har korrigerats. Till passformsgrunden har tre ärmar konstruerats för att bredda användningen av mönstret. Passformsproblemet och ärmarnas form har korrigerats i mönsterkonstruktionen genom förflyttning av skärlinjer, vridningar och formtillägg. Graderingens utfall visas genom digitala avprovningar i företagets brytstorlekar. Skärmdumpar från 3D-simuleringsprogrammet visualiserar skärlinjernas placering och plaggets passform. / When developing a digital pattern for a new garment a basic pattern is required to efficient the construction time. In companies where the construction process is handed over to the producing factory is the reason sometimes a lack of time for this process at the head office. This report aim is to develop a basic pattern to a sports company’s shaped jackets for women. The pattern is intended to efficient the construction time for the company's constructors when developing future jacket models. In order to achieve the result digital pattern making, toile sewing and fitting will be crucial methods to use. The basic pattern will be graded in the company’s size range. To verify the fit of the graded pattern test persons will be scanned and a virtual fitting session will be done on avatars in a 3D simulation program. The results show’s a basic pattern were the fit problem over bust area has been corrected. To enhance the usability of the pattern, three different sleeve types have been developed. The fit problem and the form of the sleeves have been solved in the pattern construction by moving the cut lines, twists and adding shape. The digital fitting process shows the grading’s outcome when the garment is tested in the company's bigger and smaller sizes. Screenshots from the 3D simulation software visualizes the cut lines placement and the fit of the garment.

Grunden för arbetet bygger på uppdragsgivarens intresse att arbeta med 3D simulering för passformsbedömning av klädesplagg vid produktutveckling. Rapportens syfte är att undersöka programvaran Lectra Modaris 3D version V8R1 funktioner, möjligheter och begränsningar. Fokus ligger på gradering av avatar utifrån kroppsmåttlista för storlek Medium och XXL. Uppdragsgivaren är ett konfektionsföretag av arbetskläder och i studien används två överdelsplagg för herr vid verifiering av korrespondensen mellan virtuell och fysisk miljö.   Lämplig befintlig avatar i programvaran manipuleras efter kroppsmåttlista och fysisk provperson valdes ut efter bröstviddsmått. Ett frågeformulär har upprättats för jämförelse av fysisk och virtuellt plagg samt mannekänger och besvaras av fem deltagare med erfarenhet av att bedöma passform. Rörelsevidd och plaggets längd i 3D korresponderar väl med fysisk avprovning. Studiens resultat och slutsats visar tillvägagångssätt för att uppnå ett trovärdigt passformsresultat som överensstämmer med fysisk miljö. För gradering av avatar bör resultatet kontrolleras, exempelvis mot fysisk person för att säkerställa trovärdigheten i resultatet. För korrekt upplevelse av passform i 3D bör även det virtuella materialets egenskaper fastställas mot fysiskt för att ge rätt fall, veck och dragningar. / The foundation for the study was an interest request from a company who wants to work with 3D simulation for fitting verification during product development of textile wear. The purpose of the study was to examine the features, possibilities and limitations in the virtual software Lectra Modaris 3D version V8R1. The thesis targeting grading of avatar that is based on body measurements for the sizes Medium and XXL. The cooperation company is a producer of workwear and in the thesis two garment for upper part of body that they developed are used, for an equivalent comparison of virtual and physical environment.   Suitable existing avatar in the programme was chosen and graded according to body measurement chart, physical mannequin was chosen after correspondence to chest width. A questionnaire was developed and given to five participants with suitable knowledge that were chosen to participate in the study, for the sole purpose of evaluating graded avatars and compare fitting result on virtual and physical mannequin. The thesis shows that the ease and length of the garment in 3D were equivalent with physical garment. The result and conclusion of the thesis shows an approach to validate settings in 3D, to get a reliable ground for fitting evaluation. The avatar should verificate by being compared to a physical person, to increase the credibility in the results. In the same way, properties of the material should be compared for better basis for fitting verification of the garments drape, wrinkles and strains.

Denna studie om 3D-avprovning för sport-tights är en kandidatuppsats i designteknik. Företaget studien är utvecklad för jobbar med sportkläder och har i dagsläget ett intresse av att använda sig av 3D-simulering som avprovningsmetod. Vid utveckling av tights anpassade för träning skickas i dagsläget flera prototyper mellan företaget och leverantören innan produkten kan börja produceras. För att framtagningen av produkten ska ta mindre tid, bli mer miljövänlig och kosta mindre undersöker studien om 3D-avprovning är applicerbart i företagets process för produktframtagning. För att kontrollera validiteten i 3D-avprovning av tights gjordes tre undersökningar med syfte att få förståelse för skillnaderna mellan en fysisk och en virtuell avprovning. Undersökningarna fokuserar på grundstorleken Small och den största storleken Extra Large. Studien visar att 3D-simulering till viss del är en fungerande avprovningsmetod för tights när det kommer till att kontroll av designen. För att kontrollera plaggens rörelsevidd är metoden i denna studie ej fungerande. Studiens deltagare visade en positiv inställning till att använda sig av metoden i deras produktframtagningsprocess men då främst som ett komplement till fysiska avprovningar tidigt i designprocessen. / This study on 3D fitting for sports tights is a Final Bachelor Degree Thesis in design technology. The company the study is developed for works with sportswear and currently has an interest in using 3D simulation as a fitting method. For the development of tights adapted for training, several prototypes are currently being sent between the company and the supplier before the product can start to be produced. In order for the production of the product to take less time, become more environmentally friendly and cost less, the study investigate if 3D fitting is applicable in the company's product development process. To check the validity of 3D fitting of tights, three surveys were made with the purpose of understanding the differences between physical and virtual testing. The studies focus on the base size Small and the largest size Extra Large. The study shows that 3D simulation is partially functional testing method for tights when it comes to controlling the design. In order to control the ease, the method in this study is not working. The participants of the study showed a positive attitude to use the method in their product development process, but mainly as a complement to physical fittings early in the design process.

Abstract Purpose - The purpose of this master thesis is to research the Generation Y’s online purchase intention for fashion items while creating and using a customised avatar. Overall, the objective is to create a better understanding of this technology’s potential, formulate managerial implications for fashion businesses and strengthen business viability. Design/Methodology/Approach - The research approach of this study is deductive, whereby hypotheses derive from the Decomposed Theory of Planned Behaviour. After secondary data is reviewed, a single quantitative data collection is applied, thus following a mono-method. This primary data is gathered virtually through a self-administered online questionnaire. A total number of 205 qualified responses from the Generation Y are statistically analysed using a structural equation modelling. This descriptive research design is chosen to conduct the relationships between the latent variables and the behavioural intention. Findings - The empirical findings reveal, that the attitude, subjective norm and perceived behavioural control significantly and positively influence the Generation Y’s online purchase intention to create and use a customised avatar. While the attitude, with the behavioural belief of perceived usefulness specifically, shows the strongest influence on the behavioural intention, the research sample also sees a fit to all technology facilitating conditions, affecting the perceived behavioural control. In comparison to this, the subjective norm influences the behavioural intention in a weaker manner, whereby the research sample is influenced more by external than interpersonal factors. Implications - To enlarge the Generation Y’s online fashion purchase intention while creating and using a customised avatar, fashion marketers are advised to highlight and improve the usefulness of the technology. Fashion businesses are recommended to implement interactive digital platforms, by employing influencer marketing, in order to endorse and promote the brand awareness in regard to the technology. Originality/Value - This master thesis addresses the online purchase intention for fashion items while creating and using a customised avatar from a commercial perspective. Where prior literature findings lack the link to managerial implications, this study examines the Generation Y’s behavioural intention towards this technology. The Generation Y has an immense and increasing purchasing power, which is accompanied with technical skills, thus making them crucial for the market success of online fashion businesses. Therefore, the authors examine the technology's commercial potential and encompass the whole fashion industry.

Datum: 2023-05-31 Nivå: Kandidatuppsats i Företagsekonomi, 15 högskolepoäng Institution: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet. Författare: Sivan Dana, Alina Music Titel: Hur kan konsumentens returbeteende vid onlineköp minimeras med stöd från det digitala verktyget mobile augmented reality (MAR)? Handledare: Sara Melén Hånell Nyckelord: E-handel, modebranschen, digitalisering, virtuella provrum, Mobile AugmentedReality (MAR), returbeteende Teoretisk utgångspunkt: The Theory of Planned Behaviour Syfte: Syftet med studien är att med hjälp av kvalitativ metod undersöka hur konsumentersreturbeteende kan minimeras med användning av Mobile Augmented Reality (MAR). Studien ska förse fördjupad kunskap samt öka förståelsen för hur konsumenter kan uppnå fördelarmed hjälp av digitala verktyg. Metod: Författarna har tillämpat en kvalitativ forskningsmetod till den här studien. Den kvalitativa metoden har genomförts med hjälp av nio (9) djupintervjuer med respondenter som regelbundet konsumerar kläder via e-handelsplattformar. Slutsats: Denna uppsats har bekräftats av den insamlade empirin att det digitala verktyget MAR kan med stor sannolikhet minimera returbeeendet hos konsumenter. Slutsatsen för denstudien visar att konsumenter kan uppnå fördelar med hjälp av funktionen. / Date: 2023-05-31 Level: Bachelor Thesis in Business Administration, 15 credits  Institution: School of Business, Society and Engineering, Mälardalen University  Authors: Sivan Dana, Alina Music Title: How can the consumer return behavior in online purchases be minimized with the support of the digital tool mobile augmented reality (MAR)? Supervisor: Sara Melén Hånell Keywords: E-commerce, fashion industry, digitization, virtual fitting rooms, Mobile Augmented Reality (MAR), return behavior Theoretical Starting Point: The Theory of Planned Behaviour Purpose: This study uses a qualitative research method to investigate how consumers' return behavior can be minimized using Mobile Augmented Reality (MAR). The study will provide in-depth knowledge and increase understanding of how consumers can achieve benefits with the help of digital tools. Method: The authors have applied a qualitative research method to this study. The qualitative method has been carried out using nine (9) in-depth interviews with respondents who regularly consume clothes via e-commerce platforms.   Conclusion: This thesis has been confirmed by the collected empirical evidence that the digital tool MAR can very likely minimize the return behavior of consumers. The conclusion of the study shows that consumers can achieve benefits by using MAR.

Eftersom e-handeln ökar och returgraden likaså har returer blivit ett av e-handelns största miljöproblem, särskilt inom modebranschen. Detta arbete syftar därför till att undersöka vad som påverkar den höga returgraden samt hur olika medietekniska lösningar såsom produkt-information, kundrecensioner, storleksguider och virtuella provrum kan minska returgraden. I två fokusgrupper diskuterades arbetets syfte och resultatet sammanställdes sedan i en innehålls-analys. Med utgångspunkt i tidigare forskning och det empiriska materialet fördes en diskussion kring returorsaker samt medietekniska lösningar och deras potential. Både empiri och tidigare forskning vittnar om att storlek- och passformsproblem är de främsta orsakerna till retur och att medietekniska lösningar kan reducera antalet returer inom modebranschen genom att minska dessa problem. Dock behöver e-handelsföretag arbeta för att sådana lösningar ska användas i större utsträckning. / As the e-commerce is increasing so are the returns and returns have therefore become one of e-commerce biggest environmental problems, especially in the fashion industry. This study aims to investigate what influence the high return rate and how different technology solutions such as product information, customer reviews, size guides and virtual fitting rooms can decrease the return rate. In two focus groups the purpose of the study was discussed, and the result was compiled in a content analysis. Based on previous research and the empirical material a discussion was held about the causes of return as well as the media technology solutions and their potential. Both empirical material and previous research demonstrate size and fit problems as the main reasons for return and that media technology solutions can reduce the number of returns in the fashion industry. However, e-commerce companies must work for such solutions to be used to a greater extent.

Hoy en día las sociedades modernas enfrentan una serie de cambios y desafíos a nivel global, pero sobre todo podemos resaltar en lo tecnológico, actualmente existe una corriente a nivel mundial hacia lo digital. Y es que en el mundo de la moda estos cambios no son ajenos a las necesidades y tendencias, hoy en día las tiendas online son más distintivas e inspiradoras, los clientes pueden buscar rápidamente los productos que desean ya que las selecciones son más personalizadas. El presente proyecto empresarial consiste en el desarrollo de un software de probador virtual que va dirigido a los emprendedores y pequeñas tiendas de ropa para damas. Esta es una tendencia que se basa en facilitar la vida de los usuarios finales, debido a que las personas y la tecnología cada vez interactúan más. Para este negocio se utilizará como tecnología las prendas en realidad aumentada, a través de este software podrán visualizar como les queda los diseños y modelos de las prendas, lo cual les permitirá a las tiendas tener más acogida en el mercado. Se realizó una investigación para validar el modelo de negocio, lo cual se recopiló una serie de información a través de entrevistas que fueron realizadas al segmento de tiendas de ropa deportiva y casual. La estrategia comunicacional será a través de la plataforma Web y redes sociales. El proyecto consta de ocho capítulos que describen todo el proyecto y de donde se pueden visualizar las diferentes estrategias para poder sobresalir competentemente. Por último, luego de haber realizado las evaluaciones económicas y financieras, se concluye que el proyecto es viable por tener indicadores que demuestran la alta rentabilidad del mismo. / Nowadays, modern societies face a series of changes and challenges at a global level, but above all de can highlight technology, there is currently a worldwide trend towards digital. And it is that in the fashion world these changes are not aliened to trends and needs, nowadays online stores are more distinctive and inspiring, clients can quickly search for the products they want because selections are more personalized. The present business project of a virtual fitting room software that is aimed at entrepreneurs and small shops for women. This is a trend that is based on making life easier for final users, due to the fact that people interact more with technology. Augmented reality will be used as technology for this business, through this software they will be able to visualize the designs of the garments, which will allow the stores to have more reception in the market. An investigation was carried out to validate the business model, a series of information was collected through interviews that were carried out to sports and casual clothing stores segments. The communication strategy will be through the web platform and social networks. The project consists of eight chapters that describe the entire project and from where you can visualize the different strategies to be able to excel competently. Finally, after having finish the economic and financial evaluations, it is concluded that the project is viable because it has indicators that proves its high profitability. / Trabajo de investigación