How to design effective AR retail apps [Abstract]

Fashion retailers are struggling to retain consumers in physical stores. Despite e-Commerce's growth, retailers still require physical stores to maintain brand value. High-street retailers must differentiate themselves in a crowded market through continued focus on experiential stores (Dover, 2019).

Early Augmented Reality (AR) retail applications include virtual try-on and interactive displays. These early AR systems give the consumer information on promotions, products, and locations (Bonetti et al., 2018). AR has, therefore, the potential to improve consumers’ visualisation of products, increase engagement and enhance perceptions of the shopping experience. Capitalising on these traits enhances retailer and brand perceptions and influences consumer behaviour (Huang and Liao, 2015; McCormick et al., 2014). AR may revive the high-street.....