A Study on the Effect of Augmented Reality in Enhancing Customer Engagement in the Fashion Retail Industry

Augmented Reality (AR) technology has revolutionized customer engagement within the fashion retail sector by providing immersive and interactive experiences. This study examines the influence of AR on consumer behavior, focusing on features such as virtual try-ons, 3D product visualizations, and interactive shopping environments. By bridging the gap between online and offline shopping, AR reduces return rates and enhances customer satisfaction. The research explores how AR boosts confidence in purchasing decisions, strengthens brand loyalty, and influences purchase intentions. Findings indicate that AR technology facilitates deeper consumer interactions and contributes to enhanced shopping experiences, though it remains a supplementary tool in decision-making processes. The study also provides valuable insights for fashion retailers aiming to incorporate AR into their strategies, highlighting its potential to transform customer engagement and brand perception.