MABE Case Study: Enhancing an Underwear Brand’s Market Position through Technological Innovation

ABSTRACT

This study explores the application of technological innovations in the underwear industry by examining the potential of online try-on technology, virtual reality (VR) fashion shows, and artificial intelligence (AI) chatbots. By analyzing the evolution of consumer shopping behavior and the competitive landscape in the fashion retail sector, the study highlights how these technologies can enhance the customer experience, improve market competitiveness, and drive sales growth for an underwear brand. Through a detailed examination of current trends and successful implementations in the broader fashion industry, the research provides actionable insights and recommendations for integrating these technologies to meet modern consumer demands and foster sustainable brand growth.

LEARNING OBJECTIVES

• To investigate the impact of advanced technologies on the underwear industry and provide a strategic framework for implementing online try-on technology, VR fashion shows, and AI chatbots.
• To enhance the customer experience and increase market competitiveness by demonstrating how these technologies can create a more personalized, interactive, and satisfying shopping experience.
• To offer practical recommendations for leveraging technology to enhance the market position of an underwear brand in the dynamic fashion industry.