Augmented Reality and Virtual Reality in apparel retailing: Examining retail strategies to enhance the customer experience

Abstract

Augmented and Virtual Reality are both relatively new technologies, even more new to the apparel industry. These technologies allow users to put themselves in a virtual simulation that feels real. This research studies how those technologies impact users and if it would positively or negatively change their buying behavior, both online and in brick-and mortar stores. This research takes both literature review and a study done at Oklahoma State into account in determining the effectiveness of AR and VR. This research raises awareness of how the consumer base looks at new technology and how retailers can adapt in order to maximise their sales and satisfy their customers.