Consumers And Retailers To Be Benefitted From Prototype AR Shopping Devices

Augmented reality (AR) could change the way we buy clothes in the future.

Ever since the COVID pandemic, shoppers have become increasingly more comfortable with buying their clothes online rather than visiting shops.

Equally Generation Z (born since 1997) consumers have grown up in a digital world and are far more comfortable buying products at the touch of a button rather than in a physical space.

But encouraging shoppers back into stores and away from e-commerce is essential for fashion retailers who want to maintain their ‘brand value’.

A new study by researchers from Loughborough University has found that AR can offer a lifeline to such businesses.

The team tested two prototype AR shopping aides (AR Branded App and Magic Mirror) which were designed to encourage consumers to engage in physical shopping activities.

Dr Chris Parker, of Loughborough’s Design School, said: “The AR development industry faces a problem… that designers’ current approach to AR is ineffective.

“If we can design better AR apps, retailers may adopt the technology for in- store use and increase customer footfall.”

Dr Cathryn Hart, of Loughborough’s School of Business and Economics, said: “The aim of our study is to investigate consumer value of AR within high street retailers, evaluate current value (Magic Mirror and scanning items), and explore how AR can offer consumers better in-store experiences.”