Virtual try-on technology in fashion retail employing augmented reality

Augmented reality (AR) allows an interactive experience by fusing computer-generated material with real-world data using appropriate technology, software, and applications. AR uses 3D representations to efficiently replicate objects by merging real and virtual environments to enable real-time interaction. This study investigates AR’s potential in fashion e-commerce, focusing on virtual try-on technology. The work is twofold: designing and implementing AR-based virtual try-on prototypes for T-shirts and shoes, and evaluating user feedback across age groups and genders. The system utilises segmentation, body tracking, and pre-trained machine learning models to generate the virtual try-on experience. A survey-based evaluation assessed effectiveness. Findings show that while female users’ satisfaction varied by age group, 91% of male users reacted positively to T-shirt try-ons. Users over 25 reported over 90% satisfaction with both applications, but younger users responded to T-shirt try-ons in a largely indifferent manner, highlighting how AR systems can enhance user experience in fashion e-commerce.