随着经济的发展,生活水平的提高,人们的消费理念发生翻天覆地的变化,体验式消费为广大群众所重视。同时,网络时代的来临,使网络营销与用户体验成为购物中必不可少的一部分。尤其是3D试衣技术与电子商务的结合,使其正式进入了服装行业。本文从网络营销的发展背景及现实意义角度分析了虚拟试衣对服装网络营销的作用。其次,分析了现阶段虚拟试衣技术在互联网上的运用和存在的问题,最后本文对虚拟试衣的现实概况和未来的发展方向做出总结。 With the development of economy and the improvement of living standards, people’s consumption concept has undergone tremendous changes, and experiential consumption has been taken seriously by the masses. At the same time, the advent of the Internet era has made Internet marketing and user experience an essential part of shopping. In particular, 3D dressing technology and e-commerce combination, so that it officially entered the apparel industry. This article analyzes the effect of virtual fitting on apparel network marketing from the background of network marketing and its practical significance. Secondly, it analyzes the application and existing problems of the virtual dressing technology on the Internet at the present stage. Finally, this article summarizes the actual situation of the virtual dressing and the future development direction.