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Liangchao Xue

Photo of  Liangchao Xue

PhD Student

Liangchao Xue graduated from The University of Manchester in 2017 with a BSc (Hons) in Fashion Management, focused on management theory as well as the textiles science and technology context of the fashion industry. Her major research interests lie in how new technologies will improve retail environment.

Looking for the format of V-Commerce experience fashion consumers best respond to.
Understand how Augmented Reality can offer consumers better in-store experience.
Find out the most effective AR solution for different fashion retail environment.

Xue, L., Parker, C.J. and McCormick, H. (2019), “A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions”, in tom Dieck, Claudia, M. and Jung, T. (Eds.), Augmented Reality and Virtual Reality: The Power of AR and VR for Business, Springer International Publishing, available at: https://doi.org/10.1007/978-3-030-06246-0.

Xue, L., Parker, C. J. and McCormick, H. (2018) ‘A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions’, in 4th International AR & VR Conference 2018: The Power of AR & VR for Business. Manchester, UK: Creative Augmented Virtual Reality Hub.

Xue, L., Parker, C.J. and Hart, C. (2019), “How To Engage Fashion Retail With VR: A Consumer Perspective”, 5th International Augmented and Virtual Reality Conference, Munich.

Xue, L., Parker, C.J. and Hart, C. (2020), “How To Engage Fashion Retail With VR: A Consumer Perspective”, in tom Dieck, Claudia, M. and Jung, T. (Eds.), Augmented Reality and Virtual Reality, Springer International Publishing.

VR/AR to improve shopping experience.

Despite being worth over £60,800 million, the UK fashion retail sector faces an uncertain future. Retailers must understand how to present emerging technology in a format that facilitates consumer purchase behaviour, based on established consumer investigation methods. Developing disruptive technologies such as v-Commerce has great potential to increase the competitive advantage of any retailer who can tap into the shopping behaviours of consumers. To improve consumer shopping experience and sales revenue for fashion retailers, her PhD will feed into the design and development of future shopping experience for different fashion retail environments.

View the DesRes 2020 online proceedings here.

Virtual Reality; Augmented Reality; Shopping Experience; User Experience; Consumer Behaviour; Retailing; Fashion Industry.