Augmented Reality in Clothing Consumer Customization in COVID-19 Pandemic: A Preliminary Study

Emergencies produce significant changes in people's habits and lifestyles. Further, it also impacts our clothing tastes and preferences because social interaction is reduced, and everyday activities are performed at home. Thus, this paper shows a psychographic analysis to determine the type, style, color, and other clothing characteristics users preferred across the pandemic. In addition, some considerations have been taken into account to understand the clothing characteristics users will look for in post-pandemic presential jobs. In this context, the first version of a smartphone app using augmented reality (AR) has been developed. Three-dimensional objects were designed using Blender, while the smartphone app was set up using Unity, accompanied by modules such as AR Foundation, ARCore XR Plugin, and DOTween. The application allows the overview of the selected three-dimensional garment and relevant information about its components. Statistical analysis shows a vital essential between the monthly income of the participants and their purchasing decision; likewise, between sex and upper garments usage. Experimental tests inside a retail store validate this proposal throughout a new sample of 44 people. Ultimately, they filled out a usability test (SUS) that confirmed the application acceptance with an 82.73%. Finally, they gave the corresponding feedback on their experience using the app. Consequently, relevant information that might be used in future research to understand the consumer needs in a matter of clothing emergencies or confinement is passing through has been exposed.