Augmented Reality as a Sales and Marketing Strategy in Fashion Retailing
Author
Johnson, Megan
Date
2015Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
Purpose – To research how Augmented Reality (AR) technology could be
used a sales and marketing strategy within fashion retailing.
Design / Methodology – This project used a mixed method design, this
involved the use of quantitative online questionnaires, which used a Likert
agreement scale. The qualitative research method involved conducting semistructured
interviews with key informants within the field of AR technology and
marketing.
Findings - AR does have the potential to be used as a marketing strategy
within the fashion retailing industry across multiple channels, as long as the
purpose of implementing the technology is to enhance consumer shopping
experiences not to solve problems such as the fit of clothing.
Research Limitations- In addition to using a convenience sampling strategy
there online questionnaires did not collect any demographical data from the
participants. This meant that the results had to be generalised and therefore
may not be representative of all consumers, which to some extent limits the
practical value of this research.
Keywords Augmented reality, fashion, retailing, marketing, experience,
interactivity
Description
BA (Hons) Marketing Management
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