Digital Innovations in E-Commerce: Augmented Reality Applications in Online Fashion Retail—A Qualitative Study among Gen Z Consumers

Abstract

Digital innovations have significantly transformed the marketing landscape, with visual technology solutions having become mainstream in the fashion industry approximately a decade ago. Digital technology offers a range of benefits to online fashion retailers, enhancing their online shopping platforms with augmented reality features that allow customers to “try on” products digitally before making a purchase. This research aims to explore the key factors influencing the use of augmented reality applications and e-commerce sites for purchasing apparel. A qualitative study was conducted to examine the visual experience and usage of augmented reality applications among young customers. The findings highlight the most relevant factors in the online fashion purchasing process, the visual experience, and the potential future use of augmented reality applications in fashion product purchasing. These insights are crucial for developing effective marketing strategies and communication messages.