Designing an Application Based on VTO, GenAI, AR/VR, and Sustainability in Online Fashion Retail: A Conceptual Framework and Practical Illustration

This study aims to design an integrated conceptual framework for the future of online fashion retail by combining four emerging technologies: Virtual Try-On (VTO), Generative Artificial Intelligence (GenAI), Augmented and Virtual Reality (AR/VR), and sustainability practices. While prior research has examined these technologies individually, the novelty of this paper lies in their synergistic integration into a unified application model. The proposed framework addresses critical challenges in e-commerce, including high return rates, insufficient personalization, and the attitude–behavior gap in sustainable consumption. The design highlights stages such as user registration, personalized data processing through AI-powered recommendation systems, immersive AR/VR shopping experiences, and features that promote sustainable choices. The findings suggest that this integrated approach can significantly enhance customer experience, foster stronger consumer–retailer relationships, and provide fashion companies with resilience and competitive advantage in the digital marketplace. Beyond its theoretical contribution, the study offers practical implications for retailers seeking to implement innovative, sustainable, and technology-driven business models.