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Driving sustainability in fashion e-commerce: Mitigating returns through digital visual merchandising and emerging technologies
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Orientador(es)
Resumo(s)
This paper investigates how Digital Visual Merchandising (DVM) and new technologies improve sustainability within digital fashion platforms. This industry pass through challenges from high return rates related to poor product visu-alization. This study investigates how DVM technologies can help solving product experience issues, decreasing returns and encouraging consumers to shop respon-sibly. A mixed-method approach combined literature review with case studies and a survey design. The DVM strategies of six major brands were valued through its AI and AR implementation to determine their effects on sustainability and return rate management. The findings show that brands can reduce returns through AI-driven personalization and AR-based virtual try-ons which also helps to align consumer expectations and to implement circular fashion models. Despite these technologies proved to have potential for improving sustainability in fashion e-commerce, the current analysis relies on secondary data and survey design; consumer insights will be delivered on Phase 2. Future work will investigate how different consumer groups are affected by the tools, explore why small businesses face chal-lenges when implementing these technologies and develop standard methods to track environmental performance. This research contributes to sustainable fashion studies by demonstrating how innovative technologies can merge digital and physical experiences.
Descrição
Palavras-chave
Digital visual merchandising Fashion E-commerce Artificial Intelligence (AI) Augmented Reality (AR) Circular fashion
Contexto Educativo
Citação
FONSECA, Daniel ; BOZZI, Carolina ; MARTINS, Daniel (2026) - Driving sustainability in fashion e-commerce: Mitigating returns through digital visual merchandising and emerging technologies. In D. RAPOSO et al. (eds.) - Strategic design for sustainable futures. Springer Series in Design and Innovation 65, p. 3-25. DOI: 10.1007/978-3-032-33282-0_1
Editora
Springer Nature Switzerland
Coleções
Licença CC
Sem licença CC