Analyzing consumer expectations and experiences of Augmented Reality (AR) apps in the fashion retail sector

The world of augmented reality (AR) is reaching astronomical figures in the consumer industry. The AR world market is estimated to have over 1.7 billion users by the mid 2020s and generate over $60 billion USD. This paper explores the intricate realm of consumer expectations and experiences regarding Augmented Reality (AR) apps, specifically in the fashion retail sector. Using a triangulation qualitative approach (via online reviews, focus groups and semi-structured interviews), this study aims to understand the practical, consumer-centric aspects of AR apps - an overlooked area of the field, as many studies have focus on the technical aspects of AR apps. The study also develops a framework for understanding AR's use in fashion retail and understanding consumer expectations and experiences linked to the AR apps. Key findings revealed that consumers appreciate AR apps for providing a unique, immersive shopping experience akin to in-store shopping, with advanced features such as 3D visualization. The study also identifies features that influence consumer goals, including the ability to try on products virtually, ease of navigation, and the inclusion of advanced features like a 3D visual experience. The implications of this study are vast, offering insights for app developers to enhance user experiences, prevent negative reviews, and foster a positive perception of AR apps among consumers.