Seeing Is Not Feeling When Evaluating Shoulder Bags: A Mixed-Methods Experiment on Physical and Digital Presentation Formats
(A2026-131985)

AUTHORS

Bernhard Guetz, Carinthia University of Applied Sciences; Sarah Gansl, Carinthia University of Applied Sciences in Austria

ABSTRACT

Evaluating fashion products digitally remains challenging, as key sensory cues such as weight or material feel cannot be accurately conveyed on screens. This is especially relevant for shoulder bags, whose perceived quality relies on multisensory consumer evaluations. To examine how physical and digital presentation formats shape these evaluations, we conducted a mixed-methods experiment with five shoulder bags across different price categories. Results show that physical presentation yields higher and more stable quality assessments, while digital formats can be misleading. Sensory factors remain central and cannot yet be properly replicated digitally. Participants preferred combining digital information with physical experience, highlighting the value of hybrid customer journeys. Overall, the findings indicate that digital communication is most effective when grounded in physical experience, underscoring the need for sensory-rich digital touchpoints and strong omnichannel strategies.