CONSUMER PURCHASE IN FASHION INDUSTRY USING AUGMENTED REALITY

AR is a technologically-delivered, improved representation of the real world that incorporates digital visuals, audio, and other senses. The fashion industry is using augmented reality (AR) more and more to improve the shopping experience for customers. It acts as a link between the virtual and real worlds of shopping, enabling customers to digitally try on apparel and accessories prior to making a purchase. The potential of AR contributes to the increasing emphasis in design on improving ergonomics and user interfaces. Products are progressively differentiating themselves based on how well they provide consumers with crucial operational and safety information. AR is changing the way that people think about showrooms and product demos, as well as the way they interact with customers. Customers have higher levels of satisfaction with their purchases, more accurate expectations, and increased confidence in their purchasing decisions when they can virtually preview how things will appear or perform in a real-world situation before making a purchase. In the future, augmented reality might potentially completely replace the need for showrooms and physical storefronts.

Autorentext

Mythriya D es analista de DC en el departamento de rendimiento empresarial de Deloitte USI.Dr.Kavitha R Gowda, Profesor Asociado, Alliance School of Business, Alliance University.