Development of Virtual Try-On Application with Web Augmented Reality (AR) for Advertising

Technology advancement brings about relentless and fast-paced change in today’s digital
economy. Shoppers engage with and consume many types of content from various platforms
simultaneously, hence posing challenges for businesses to retain customer loyalty and keep them
hooked. For this reason, it is crucial for businesses to constantly adopt new and creative advertising
methods to keep themselves connected and be in understanding with their audiences. This research
found that there is a low engagement rate with users in current advertising practices and there are
little solutions using augmented reality (AR) technology as a medium of advertising present in the
Malaysian market. Therefore, this research project aims to analyze the requirements of virtual try�on web-based application with AR as an advertising tool for Malaysia-based fashion retailers,
analyze and design the AR application and integrate the system in touchscreen panel. The
requirements are gathered through survey from 33 participants. The system is developed under
prototyping methodology and its scope for fashion wear is eyewear as well as hats and caps for
Malaysian consumers. A total of 15 participants took part in the testing of the system and answered
a survey under Technology Acceptance Model (TAM). This AR application in touchscreen panel
can enrich the engagement of businesses and its target audiences and lead to increase in business
revenue.