Is the online fashion experience missing the "je ne sais quoi" (I don't know what)?

That fashion has its artistic value much more explored than accessibility and usability in the real world, we know. But what about the online experience? In Cinzia Magnani ‘s analysis for the article “Revisiting Fashion Online: The Past, Present, and Future of Immersive Fashion Digital Experiences” (The Fashion Studies Journal: https://lnkd.in/dBP4iW3p), we see how websites for fashion brands tend to be similar. She suggests detaching the first impact of the brand to be more “magical” and interactive while the e-commerce could focus on, well, sales.

I still question if the shopping experience should be the usual standard that works, or could also be part of the magic. Is it possible to design for online retail experiences that are immersive, accessible, AND easy to use?

That's a challenge for UX/UI and all the devs, but is the industry ready to invest? Remember that digital transformation is not only about creating AR filters, having a landing page, or displaying a collection in a metaverse but integrating everything in a seamless omnichannel experience. Together with the background processes.

I know I would be thrilled to see it happening!

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