27 Individualized Avatars and Personalized Customer Consulting
A platform for fashion shopping
Thorsten
Gurzki1, Henning Hinderer1 and Uwe Rotter2
1 Fraunhofer-Institute for Industrial Engineering (IAO), Stuttgart, Germany
2 Institut für Arbeitswissenschaft und Technologiemanagement IAT,
University of Stuttgart, Germany
Electronic Commerce is growing
world-wide. The fashion industry, however, has only experienced minor
benefits from this growth. Major problems are the lack of customer consulting
and missing possibilities to try on fashion products in online shops with
high three-dimensional display quality. This chapter gives an overview
of the requirements of business-to-consumer online fashion retailing and
the available technologies. It develops an approach for an online fashion
shopping platform with individualized avatars for animated fashion presentation
and integrated natural language text-based customer consulting features.
These technologies are a major enabler for mass customization in the clothing
industry.
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