Eye tracking in fashion: an overview

Abstract

Advances in Affective Computing are improving the way practitioners collect and analyze data. Eye tracking technology has evolved and equipments that have emerged in the last few years are more affordable and easy to tackle. This has lead to an increasing application of eye tracking to several fields of research. Aware of the potential of this technology, re-searchers in Fashion are embracing it. Through a literature-based overview of the current state of research – which included peer-review journal articles between 2010 and 2018, studies were uncovered to understand how eye tracking is being applied. Results revealed that combining eye tracking with other methods makes it possible to triangulate different data sources, opening new paths for studying the processes that underlie how people ex-plore visual stimulus. Furthermore, valuable insights are presented to help researchers and practitioners making more informed decisions when considering the use of eye tracking.