Transforming Branded Clothing Retail: Augmented Reality's Impact on Customer Experience and Purchase Behavior

The adoption of augmented reality (AR) technology in the retail sector has revolutionized how customers perceive and engage with branded clothing stores. This research report aims to provide valuable insights for retailers and practitioners into the impact of augmented reality technology on in-store customer experiences and purchasing behavior. The study delves into the emotional and cognitive dimensions of the customer experience, investigates how AR influences brand perception and purchasing behavior and employs a combination of comprehensive literature review and quantitative research methods. The findings of this research suggest that augmented reality technology enhances customer satisfaction, engagement, and purchase decisions, all while creating immersive shopping environments. Effectively leveraging AR technology allows retailers to tap into new opportunities for customer engagement and gain a competitive advantage in the market. By bridging existing gaps in the literature and offering practical recommendations on the implementation of AR technology to transform branded clothing stores into immersive shopping destinations, this study makes a valuable contribution to the field. Keywords: augmented reality; customer experience; purchase behavior; immersive retail; brand perception