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Purpose As a retail operation mode of emerging mixed reality (MR) technology, virtual fitting room (VFR) revolutionizes how consumers interact with fashion brands. Design/methodology/approach The research investigates the impact mechanisms of VFR technology through retail operational performance from the perspective of purchase intention and post-purchase intention. Around 783 valid questionnaires were collected using the questionnaire to analyze, including 327 VFR technology users and 394 VFR technology non-users. Findings The results indicate that visual vividness, interactive control and personalized provision of VFR technology positively influence the retail operational performance of fashion brands, except for the online purchase intention. The study further reveals that the influence of VFR technology on retail operational performance is carried by perceived value and technology attitude, with the moderating role of perceived body image. Originality/value These findings expand and enrich existing research on VFR technology, providing recommendations and valuable insights into widening the application and continuous improvement of VFR technology.