Article
Virtual Try-On: An Overarching Bibliometric Analysis
The study presents a comprehensive bibliometric analysis of Virtual Try-On (VTO) and allied technologies within the fashion, retail and e-commerce domains. It aims to identify key publication trends, the most influential contributors, the collaborative and intellectual networks underlying the field, together with its dominant research themes. The analysis draws on 1,265 documents (journal articles, conference proceedings, books, book chapters and reviews) retrieved from the Scopus database, spanning the period 1969 to 2025 and examined using Biblioshiny, the web-based interface of the Bibliometrix R package. Performance analysis (annual scientific production, Bradford's Law, Lotka's Law and author-, source- and country-level productivity and citation indicators) combined with science mapping (thematic evolution, keyword co-occurrence, three-field analysis and international collaboration networks) reveals a marked thematic shift from early computer-graphics and virtual-reality foundations toward augmented reality, computer vision and AI-driven personalisation, closely interlinked with e-commerce, online retailing and the metaverse. China leads the field in publication volume, whereas the USA records a higher citation impact (3,941 total citations at an average of 54 citations per article, against China's 3,203 total citations and an average of 10.5), pointing to a divergence between research productivity and research influence across countries. By consolidating more than five decades of VTO scholarship into a single productivity-, citation- and theme-based mapping, the study provides researchers and practitioners with a structured evidence base for tracking the field's evolution and identifying priority areas for future enquiry. Further research should explore cross-disciplinary innovation and emerging applications to deepen understanding of nascent areas within Virtual Try-On technology.