Exploring the potential of augmented reality in the fashion industry

Abstract

This research seeks to explore the potential of implementing Augmented Reality within the fashion industry in Malta. In doing so, the study aims to show how with the introduction of Augmented Reality, businesses can benefit from more sales revenue and customer engagement. Other aims include discovering which are the most marketing techniques used and providing information on how Augmented Reality can also be implemented by using such techniques. Furthermore, this reasearch aimed to discover the participatns view on Augmented Reality, and what mitigation factors need to be taken into consideration before implementing such technology. To achieve the outlined objectives, a qualitative approach was deemed to be the most suitable approach to gather the primary data. A sample of ten participants, all in a managerial position representing well-known brands in the Maltese fashion industry, participated in this study through indepth interviews. The results, were presented, analysed, and also discussed. The findings highlighted that the most used marketing techniques by the companies of the participants are social media, their website, influencer marketing and billboard advertising. In addition, this study shows that most participants were down to implement Augmented Reality within their companies if it is proven feasible.