The Mixed Tangible Catalog: Toward Tangible and Sustainable B2B Metaverse Fashion Showrooms

The metaverse, driven by mixed reality (MR), is positioned as the future market, revolutionizing product exploration in virtual space. Existing literature on this subject mainly focuses on business-to-consumer perspectives, leaving a gap in understanding business-to-business (B2B) applications, particularly in the fashion industry. This article introduces a “Mixed Tangible Catalog” (MTC) for B2B that combines a physical, foldable cardboard booth with an MR application linked to a head-mounted display. Targeting the fashion sector’s need for high standards in material evaluation, the MTC allows retailers and distributors to browse garments, customize material attributes, and receive visual and tangible feedback. Evaluation through a focus group of 10 industry experts revealed positive feedback. The MTC maintains the tangibility of traditional B2B showrooms and reduces the environmental impact by minimizing transportation, samples, and waste. This innovative approach offers an efficient and sustainable alternative to conventional physical showrooms, enhancing both economic and ecological aspects.