SFRUTTARE LA REALTA' AUMENTATA PER MIGLIORARE LA PRESTAZIONE DEI PRODOTTI DI ABBIGLIAMENTO.

This Master’s Thesis, titled ‘Exploiting Augmented Reality to Enhance Fashion Product Presentation’ is within the framework of Design for Interaction, focu-sing on the application of augmented reality (AR) to experiment with and im-plement product informativeness and presentation in fashion retail. The primary goal of this paper is to explore the design possibilities using this technology and to thoroughly investigate how AR can implement or even enhance the perception of a product. Specifically, I aim to exploit AR efficiently by attempting to communicate information about the product in question (garment) that would otherwise be difficult to convey in physical reality due to its inherent limitation. The research embraces the user-centered approach (Human-Centered Design) and is based on an in-depth analysis of the existing literature on AR in the fashion and retail context. Key findings highlight the need to revamp traditional retail methods. Significant benefits of AR emerge, including the reduction of material waste through the elimination of physical sampling and the promotion of more sustainable business practices. In addition, AR enhances the customer experience by engaging the customer emotionally and facilitating the understanding of relevant information during the selection and purchase phase. The collaboration with the company EmmeEvolution srl, which specializes in the sale of women’s outerwear, was useful in gaining a concrete understanding of the transformative potential of AR in customer experience and sales support. The highpoint of the research is a prototype of an AR application, created with HoloLens, that provides detailed information about the outerwear produced by the company in question, concretely demonstrating the revolutionary potential of AR in optimizing and enriching the presentation of fashion products.