A perspective on the future of the fashion and textile sector in Portugal with the use of AI, AR and VR technological tools

Abstract

As a result of AI, AR, and VR technologies, consumers can have a multisensory, entertainment-rich experience, which will play a crucial role in the future of fashion, given the current situation - after the COVID-19 pandemic and the economic and climate crisis. For this sector of activity, these technologies will prove to be a profitable investment, as they will provide valuable insight into consumer modifications and fragilities occurring worldwide in different countries - resulting in numerous advantages in product production, communication, marketing, storage, and distribution. Accordingly, a qualitative and quantitative research project was undertaken to examine Portuguese companies and consumers in this sector. These findings indicate that there is little implementation and development of these technologies in Portuguese companies and little knowledge about them among Portuguese consumers. These tools are still largely underutilized in sales and communication channels. Lastly, the advantages and disadvantages of these technological tools are discussed both during the buying process and as they relate to companies and retailers.