Sense of Presence in a Virtual Reality Fashion Show 360° Video

Despite the increasing number of virtual reality (VR) adoption in varying industries including luxury brands, lack of study conducted to discuss the sense of presence in VR fashion show. This phenomenological research investigates audience's sense of presence in experiencing Dior fashion show 360°VR video. Riches' factors affecting sense of presence is used as a guideline to discuss the sense of presence. In-depth interview and observation were conducted to six participants representing young workers in fashion industry and fashion enthusiasts working on other industry. The data analysis yields eight main points: 1) The absence of music beat reducing the vibe of the event; 2) The actions of other audiences recall narrative of similar real events; 3) No interaction with the avatar leading to the feeling of being unrecognized; 4) Curiosity about the embodiment; 5) Limitation to see the detail of the clothes despite the closer look; 6) Dizziness experienced by minority; 7) Huge logo patched to cover the stitch line; 8) The compatibility of environment temperature. Findings from this qualitative research may be useful for fashion designer, brands, show organizer, and sponsor to figure out the potential usability of VR fashion show. Furthermore, these findings can be used as a reference for suitable VR implementation for fashion show and as indicator to improve VR fashion show.