AUGMENTED REALITY IN FASHION INDUSTRY

ABSTRACT: Augmented Reality (AR) is progressively transforming the fashion sector by filling the void between digital technology and consumers' needs. As digital technologies and e-commerce continue to evolve, the necessity for richer, interactive, and engaging shopping experiences has never been more imperative. AR fills this gap by allowing customers to try on clothes and accessories virtually in real time through their smartphones, tablets, or smart mirrors without the need for any physical contact. This ability turns the conventional retail experience into an extremely personal journey. Consumers are able to see how clothes would fit them in their own homes, thus making better buying decisions. Brands thus enjoy lower rates of product returns, enhanced consumer satisfaction, and better consumer interaction. In addition, AR technology promotes eco-friendly fashion behavior by limiting the use of physical samples and overproduction, resulting in lower waste and environmental footprint. Fashion brands are incorporating AR into multiple platforms—like mobile apps, in-store smart mirrors, and online sites—to maximize user experience. These uses not only appeal to technology-savvy consumers but also allow brands to differentiate themselves amidst a highly competitive marketplace. Aside from shopping, AR has profound impacts on marketing, design, and manufacturing in the fashion industry. Interactive AR campaigns and digital fashion shows provide new channels for brand narrative and consumer engagement. Designers can also use AR to prototype and visualize fashion ideas prior to physical production, resulting in streamlined workflows.