Realidade estendida em plataformas de e-commerce de moda de luxo

: o caso da Farfetch

Abstract

This dissertation explores the integration of Extended Reality (XR) technologies into the luxury fashion e-commerce scene. The aim of this study is to identify and characterize XR technologies, as well as to analyze the factors that motivate companies in this sector to adopt them. In addition, the research seeks to understand the impact of these technologies on luxury fashion e-commerce companies. The context of the pandemic, changes in consumer profile and the search for brand differentiation have driven the adoption of XR. Building stronger relationships with customers, increasing sales, improving the efficiency and comfort of shopping experiences, reducing returns, and improving personalization are some of the reasons why companies are incorporating XR into their strategies. Farfetch, one of the leading luxury fashion e-commerce platforms, stands out as a relevant case study as it has successfully adopted XR technologies into its operations. The dissertation examines Farfetch's approach to incorporating these innovative technologies, offering insights into why it adopted XR and the benefits it has reaped as a result. This study contributes to the understanding of the implications of XR for the luxury fashion industry, offering a comprehensive view of how companies can harness these technologies to meet growing consumer needs and improve their competitiveness. Furthermore, it points to the promising future of XR in the luxury fashion e-commerce industry, suggesting that this technology will continue to play a key role in transforming this dynamic sector.

Date of Award	10 Jan 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luís Teixeira (Supervisor)