June 16th, 2023, Lesley Simeon
Italian luxury brand Valentino has partnered with British ecommerce platform Farfetch to trial a virtual try-on feature. Customers can use the feature to virtually try a selection of Valentino’s offerings such as items from the brand’s autumn 2023 collection.
We look at YouGov data to see what respondents who have either purchased from the brand or would consider doing so (i.e. Valentino’s customers) think of augmented reality (AR).
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - 70% of Valentino’s customers agree that augmented and/or virtual reality allows people to experience products and services before they buy them. By comparison, a little over half (51%) of the general population holds the same view.
Profiles data suggests that Valentino’s customers are far more likely than the general British population to hold favorable views towards technologies like augmented and virtual reality (VR).
The luxury brand’s customers in Great Britain are more likely than the general population to say that online shopping will be much more fun with augmented reality (59% vs. 27%). Most of the fashion retailer’s customers (66%) and 48% of Britons in general agree with the statement that AR is “useful to people due to its real-world applications.”
However, 40% of Valentino’s customers and a quarter (25%) of the general British population say they don’t see any practical applications for augmented and/or virtual reality.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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