Fashioning Reality: the Cross-Border Integration of Virtual Reality in the Fashion Brand Industry

Abstract

Virtual Reality (VR) technology as the 21st century frontier technology is widely used in military, science and technology, sports,
medical and other fields. At the same time, the fashion brand industry is also constantly exploring innovation, seeking a deep integration with
emerging technologies. Relevant researches at home and abroad point out that through virtual reality technology, fashion brands can provide
consumers with immersive shopping experience, break the limitation of traditional shopping mode, enhance consumers sense of participation,
and thus enhance brand market competitiveness. Based on this, this paper will sort out the relevant academic materials in the past five years,
start from the concept and application of virtual reality technology, deeply discuss the cross-border integration of fashion brands and virtual
reality technology, focus on analyzing its application advantages, challenges and prospects, and put forward reasonable suggestions for the
problems existing in the application of virtual reality technology to fashion brand construction. It is hoped that this study will help promote
the innovation and development of fashion brand industry.