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.
