Augmented Reality as a Sales and Marketing Strategy in Fashion Retailing

Abstract

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