"CLO3D as a Visual Marketing Tool: Enhancing Consumer Engagement with Wedding Dresses”

This study investigates the effectiveness of CLO3D software as a digital visualization tool in wedding dress design and its impact on consumer trust and purchasing behavior in online fashion markets. With the rapid growth of e-commerce, consumers often face uncertainty when purchasing bridalwear online due to the inability to physically examine garments. This challenge creates hesitation, as brides are typically concerned about the accuracy of design details and fabric representation. CLO3D addresses this gap by offering highly realistic three-dimensional simulations that allow brides to preview essential aspects of a dress, such as fabric texture, embroidery, and silhouette, before tailoring or purchase. The research employed a structured questionnaire distributed to 85 participants, including academics and fashion industry experts. Data were analyzed using SPSS (version 28) through correlation tests, Cronbach’s Alpha reliability measures, and descriptive statistics to evaluate perceptions of CLO3D. The findings revealed a strong level of consumer approval, as participants consistently reported that CLO3D improved design clarity, accuracy, and confidence in product quality. Furthermore, most respondents expressed a willingness to adopt, support, and recommend CLO3D-based wedding dress designs, even though many had limited prior exposure to 3D fashion technologies. The results suggest that CLO3D significantly enhances consumer decision-making in the bridalwear market by reducing uncertainty, strengthening trust, and increasing engagement with online products. This study contributes to digital fashion marketing literature by highlighting CLO3D’s potential as an innovative tool that benefits both designers and e-commerce retailers, positioning it as a transformative element in the future of online bridal fashion.