Augmented Reality as a Sales and Marketing Strategy in Fashion Retailing
Cardiff Metropolitan University
MetadataShow full item record
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
BA (Hons) Marketing Management
Showing items related by title, author, subject and abstract.
Designer Dystopia. – A Journalistic Exploration of the Effects the Fashion Industry has upon Today’s Society. Jones, Cerys (2013)This dissertation explores the effects upon today’s society caused by the fashion industry and the trends which it creates. Through each chapter I have adopted the style and tone of various journalistic publications which ...
Grant, Sally (2011-06)This paper has the central aim of providing a new, critical look at the development of Fashion in the UK, in the aftermath of 'Swinging London' – the 1970s. The overwhelming success of 6os fashion in Britain has dominated ...
Benda, Marko (Cardiff Metropolitan University, 2012)The role of retailing in enhancing profitability has in the recent times caught the attention of many businesses across the globe. In this respect, businesses and organizations have in recent past focused on increasing ...