Abstract:

Purpose: this paper explores the potential of augmented reality in enhancing the online shopping experience for customers of clothing brands. It aims to investigate how mobile augmented reality applications can be utilized by clothing brands to offer a more immersive and interactive shopping experience to customers. The topic also aims to identify the benefits and challenges of using augmented reality in online shopping and to provide recommendations for brands looking to implement this technology in their marketing strategy. Design/methodology/approach: involves a review of relevant literature on the use of augmented reality in online shopping and its potential impact on customer experience. This would be followed by an analysis of existing mobile augmented reality applications used by clothing brands to offer an immersive shopping experience to their customers. Findings: identify the benefits and challenges of using augmented reality in online shopping, as well as best practices for clothing brands looking to implement this technology. Originality: lies in its exploration of how augmented reality can enhance the online shopping experience for customers of clothing brands. While there has been some research on the use of augmented reality in marketing, this topic specifically focuses on the application of this technology in the clothing industry. Additionally, this topic aims to provide practical insights for clothing brands looking to implement augmented reality in their marketing strategy. By incorporating primary research with customers and marketing professionals, this topic seeks to identify the specific benefits and challenges of using augmented reality in online shopping and to provide recommendations for successful implementation. Overall, this topic provides a unique and comprehensive analysis of the potential of augmented reality in the clothing industry, and aims to contribute to the current understanding of the use of technology in enhancing the customer experience.