Identifying and Overcoming Barriers to Clothing Buying Gen Z in E-Commerce: the Virtual Fitting Room

The pandemic and the growth in the number of Internet users have had a great impact on the development of online shopping. However, the category of clothing is still difficult for consumers in the online space. It is important to study the difficulties consumers face when shopping for clothes online in order to improve their consumer experience, develop a category in online channels. This study examines barriers and their ways to overcome when shopping for clothes in online channels through the introduction of new technologies: a virtual fitting room, virtual models in augmented reality and virtual user avatars. To answer the research question, two methods were used: Stage 1 analysis of the Mediascope database to further compile an interview guide, understanding the patterns of behavior and psychographic characteristics of representatives of generation Z. During stage 2 of the online interview to clarify the client's journey, attitudes towards technological solutions and identifying drivers and barriers. The study found that Gen Z members are early adopters and willing to embrace new technologies. A special, leisure pattern of behavior during online shopping was identified, many respondents noted that they often prefer to look at products in marketplaces and fantasize. This pattern of behavior corresponds to the willingness of the respondents to use the virtual avatar technology. This study is of practical importance for marketers and IT companies, as it gives an idea of what difficulties and risks arise when buying online, and which of them can be overcome with the help of new technologies.