Touching the Cloth: Haptics in Fashion Digital Communication

Ornati, Michela (2019) Touching the Cloth: Haptics in Fashion Digital Communication. UNSPECIFIED. In: Kalbaska, N. and Sádaba, T. and Cominelli, F. and Cantoni, L., (eds.) Fashion Communication in the Digital Age. Springer International Publishing, pp. 254-258. ISBN 978-3-030-15435-6

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Touch sensations are important elements of fashion retail that are significantly curtailed in the e-commerce user experience. Online, touch-related apparel information is only alluded to through audio-visual and textual clues. Trends in haptic technologies and applications indicate computer-mediated tactile experiences might fill this sensory void. Research into these developments and their implication for fashion brands is, to our knowledge, still limited. To address this gap, the author intends to conduct research - via appropriate qualitative and quantitative methodologies – into the following topics: how tactile properties are conveyed online; the relevance of tactility for product returns; fashion managers’ interest towards haptic technologies; and a potential user group’s perception of haptics.

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