Masters

Dissertation Proposal
School of Built Environment,
Engineering and Computing
Title: Analyzing the Impact of Augmented Reality (AR) on Fashion Retail Experiences

Level 7
Semester 1
CRN 19095

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Table of Contents
Chapter 1: Introduction................................................................................................................................3
1.1 Background.......................................................................................................................................3
1.2 Aim....................................................................................................................................................4
1.3 Research Objectives:.........................................................................................................................4
1.4 Research Questions:..........................................................................................................................5
1.5 Structure:...........................................................................................................................................5
Chapter 2: Literature review........................................................................................................................6
1.1 Introduction.......................................................................................................................................6
1.2 Objective 1: To analyze the impact of AR implementation on operational efficiency and cost-
effectiveness in fashion retail settings.....................................................................................................6
1.3 Objective 2: To measure the extent to which AR integration in fashion retail environments
enhances consumer engagement and interaction with products/services.................................................7
1.4 Objective 3: To investigate the influence of AR on consumer satisfaction and retention in fashion
retail........................................................................................................................................................9
Chapter 3: Research Methodology............................................................................................................11
3.1 Introduction.....................................................................................................................................11
3.2 Research Philosophy........................................................................................................................11
3.3 Research Approach..........................................................................................................................11
3.4 Research Strategy............................................................................................................................12
3.5 Data collection.................................................................................................................................12
3.6 Search Strategy................................................................................................................................13
3.7 Keywords.........................................................................................................................................13
3.8 Boolean Operators...........................................................................................................................14
3.9 Inclusion and Exclusion Criteria......................................................................................................14
3.10 Databases.......................................................................................................................................15
3.11 PRISMA........................................................................................................................................16
3.12 Ethical Consideration.....................................................................................................................16
References.................................................................................................................................................17

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Chapter 1: Introduction
1.1 Background
In the fast and rapidly evolving dynamics of the retail sector, advancements in
technological settings and data-driven innovations have modified and boosted the constant
pathways for customer satisfaction toward the products and the brand's services (Wedel et al.,
2020). Amongst these technologically advanced innovations and revolutions, Augmented
Reality has appeared as a driving force, enabling progressively immersive and profound
practices and experiences in the retail sectors towards both the digital and the physical grounds
(Tan et al., 2022). Caboni et al. (2019) characterized AR as a framework "in which 3D virtual
items are coordinated into a three-dimensional environment continuously" and is laid out on
procedures produced for computer-generated reality. AR doesn't replace the three-dimensional
real environment, however "involves the three-dimensional real environment as a foundation"
The universe of expanded reality (AR) is arriving at cosmic figures in the customer market
sector. The AR world market is evaluated to have over 1.7 billion customers by the mid-2020s
and create over USD 60 billion (Carmigniani et al., 2011). Bonetti et al. (2018) framed how the
AR world market is supposed to reach USD 60 billion toward the last quarter of 2023, as
indicated by Saleem et al. (2022), the AR market will arrive at 1.7 billion clients by the last
quarter of 2024. In the consumer retail industry, which is predicted to have 120,000 retail fashion
stores and over 4 billion AR-oriented devices connected by the end of 2022, there is a limited in-
depth understanding of the aspects and use of augmented reality experiences and practices,
according to Kumar (2022).
M. Cuomo et al. (2015) uncovered a requirement for more comprehension of the number
of retail design customers who embrace this innovation and their involvement in the eventual
fate of AR retail style innovation. While innovative advancements have expanded the choices for
consumers, it has additionally upgraded the client experience for web-based and online platform
shopping (Menon et al., 2020). The expanded reality in the fashion retail industry drenches the
products of industry brands into the genuine climate to permit clients to perceive better how they
can be utilized in their actual lives. Furthermore, the AR technology use isn't restricted to that.
Fashion brands utilize innovation so clients can give items a shot, find out more about their
promotions and products, and go through the experience of purchasing the products and wearing
them with the clothing items of their own choice. The connection between AR technology and

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the fashion retail market for customers plays a key role in its evolving growth and development
(Fernandes et al., 2021).
The customers of the fashion retail markets prefer to have a whole experience when it
comes to fashion and its products. The despicable advancements of Augmented Reality of trying-
on products and clothing enable these fashion-sensitive customers to experience the product
outlook before making it a part of their closet, depending upon individual body hair type,
physique, and complexion (Solankey, 2020). However, Alam et al. (2021) argues that shopping
from online platforms can be tricky as one can easily misjudge the proportions and overall
features of the products by merely observing it on the screen pictures. Sayed (2019) justifies this
argument by stressing this the major reason that 35-40% of customers purchasing online
products and fashion items return to the company stores for the exchange or renewal of size
options, which impacts the overall revenues and reputation of the brand. Similarly, signifies that
52% of the fashion retails express their doubt towards the utilization of AR technology
irrespective of the perks and masses of customers lone it provides to the brand (Oya et al., 2022).
This is the main reason the fashion retail brands utilizing AR technologies stand tall among their
rivals and also stand firm on the growing demand of the customers (M. T. Cuomo et al., 2020).
The utilization of AR technology in terms of customer retention and satisfaction needs to
be explored and examined further on a broader scale that is the reason this study aims to reflect
on the relationship between the utilization of AR and its impacts on the fashion retail sector
market in a system literature point of view.
1.2 Aim
This study aims to critically analyze and evaluate the close and imperative relationship
between Augmented reality and its impacts on the Fashion retail market by systemically
analyzing the experiences of consumer trends by this technology, their key involvement, loyalty
towards the fashion retail marketing brands, and their satisfaction through secondary systematic
literature review.
1.3 Research Objectives:
 To analyze the impact of AR implementation on operational efficiency and cost-
effectiveness in retail settings.
 To measure the extent to which AR integration in retail environments enhances consumer
engagement and interaction with products/services

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  To investigate the influence of AR on consumer satisfaction and retention in retail.
1.4 Research Questions:
 How does AR implementation affect operational efficiency and cost-effectiveness in
Fashion retail settings?
 To what extent does the AR integration in the Fashion Retail environment improve the
engagement of customers and their interaction with products/services?
 What is the influence of AR on customer satisfaction and retention in the Fashion retail
sector?
1.5 Structure:

Chapter 1 Inroduction and

Background
Dissertation struture

Chapter 2 Literature Review

Chapter 3 Reserach
Methodology

chapter 4 Findings and

Discussion

Chapter 5 Conclusion and

Recommendation

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Chapter 2: Literature review
1.1 Introduction
The aim of this chapter is to comprehensively review the existing literature on the subject, to
guarantee that all cited research and studies are exact and easily available for review. First, the
researcher will depend on reliable sources such as research papers available on Google Scholar,
Research Gate, Science Direct, and Jstor. The researcher will also examine dependable online
resources to gather literature about the actual topic, making sure that it comprehends consistent
and credible evidence.
1.2 Objective 1: To analyze the impact of AR implementation on operational efficiency and
cost-effectiveness in fashion retail settings.
The potential for Augmented Reality (AR) to essentially enhance productivity and decrease
expenses in fashion retail environments is encouraging. AR's reliable proficiencies facilitate
customers to think about how clothing and equipment appear in their personal environment,
serving as a cutting-edge tool for customer participation and inform decision-making, as per
Downie, Gyöngyösi, and Kuehl (2021). Similarly, Berman and Pollack (2021) stated that AR
enables customers to virtually test out clothes, visualize accessories, or opening how assured
items would look in their own space. This decreases the inevitability for customers to physically
try on items, resulting in time savings for both customers and staff. It makes the shopping
experience more efficient by providing a reorganized way to discover different options, as
asserted by Koppens (2021).
AR enhances customer involvement by providing personalized experiences, (Sihi, 2022)
encouraging informed purchasing decisions. The increased level of involvement not only boosts
sales, but also has the potential to reduce the number of returns, as shown by research conducted
by Sahoo, Dellarocas, and Srinivasan (2023). Similarly, Customer Involvement Theory
(Krugman and Hartley, 1970) claims that customer involvement boosts attention, motivation,
and decision-making. AR's interactive experiences engage clients and motivate them to learn
more about things. Nevertheless, Taghizadeh-Hesary, and Yoshino (2020) argued that AR may
not be collectively adopted in fashion retail due to concerns such as lack of familiarity,
uneasiness, or device limitations among specific customer groups, which could bound its
effectiveness.

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According to Kumar, and Rajan (2020) AR's role in real-time inventory tracking is crucial in the
region of operational efficiency, mostly within fashion retail. The technology diminishes
inventory disagreement and regulates inventory levels, which helps lower resonant costs and
prevent stock outs. This strength not only makes operations more operative but also has a direct
impact on cost-effectiveness, which is a critical factor in fashion retail administration, as stated
by Pencarelli (2022). Furthermore, Rauschnabel, Felix, and Hinsch (2021) argued that the
influence of AR also reaches into marketing tactics in the fashion sector. By employing customer
behavior explorations, augmented reality empowers the conception of modified and battered
marketing strategies, which in turn boosts the opportunity of upselling and cross-selling.
Moreover, the Personalisation theory (Rosa Van Santen, 1961) emphasizes the consequence of
regulating marketing approaches to accommodate to the exceptional partialities of each
individual customer. AR allows customers to practically test out clothing or imagine items in
their atmosphere, hence refining the shopping capability.
As per Anshari et al., (2022) the tailored marketing tactic holds the opportunity of enhancing
profits and accomplishment, but there is a noteworthy worry about users' confidentiality. Grewal
et al., (2020) argue that an unnecessary concentration on adapted AR marketing might lead to
consumer distress and confrontation, prominent to confidentiality apprehensions and possibly
depressing customers rather than growing sales. Furthermore, Wu and Kim (2022) pointed out
that encounters in integrating AR technology into the fashion retail sector remain to keep it up.
For efficacious combination, it is compulsory to overawed hurdles such as technology
complications, compatibility issues, and apprehensions associated to consumer receiving and
privacy. In addition, Chen et al., (2022) demonstrated that the complications impede the
operative operation of AR strategies, necessitating careful direction and strategic modifications
in the fashion retail setting.
1.3 Objective 2: To measure the extent to which AR integration in fashion retail
environments enhances consumer engagement and interaction with products/services
The use of Augmented Reality (AR) in growth retail settings has created attention in its
dimensions to development customer engagement and announcement with items and
managements. AR's advanced technology enables customers to approximately interact with
products, providing a typical chance for affiance experiences, as per Cuomo et al., (2022).
Numerous studies (Wang, Ko, and Wang, 2022; Arghashi, and Yuksel, 2022) highlights the

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significant impact of AR on consumer engagement. This is because it allows consumers to
aggressively contribute in exploring and virtually trying on products. The increased involvement
is recognized to the interactive characteristic of AR, which empowers consumers to see and
interact with virtual objects, creating a stronger connection with the products, as per Xue, Parker,
and Hart, 2023). In the same way, Experiential Marketing Theory (Schmitt, 1999) focuses on the
formation of impressive and attractive involvements for consumers. Augmented reality (AR)
offers users with the chance to understand and cooperate with virtual objects, subsequent in a
significant and significant experience. However, as demonstrated by Kazmi et al., (2021),
barriers avert augmented reality from fully representing its dimensions to heighten consumer
engagement within the fashion retail sector. A major obstacle is the constrained availability and
use of AR experiences. Moreover, Behera , Bala, and Rana (2023) argued that some consumers
do not easily use AR because of difficulties with their devices, lack of experience with the
technology, or disapproval in adopting new technological tools. This restraint confines the
potential of AR to engage a wider customer base and may moderate its overall impact on user
involvement.
Arghashi and Yuksel (2022) evaluated that AR heightens the way customers interact and
involvement the fashion retail industry. Through the use of AR, customers can closely test out
clothing, accessories, and visualize products in their own setting allowing for a modified and
tailored shopping experience. This claim intensification the amount of time consumer employs
interacting with the products, which could result to a decrease in their interest and engagement
with discovering different options, as per McLean and Wilson (2022). Moreover Bonettiet al.,
(2022) examined that AR experiences make purchasing more interactive and tailored, which
strengthens consumer-intersection influences. Also, AR is essential in supplementary consumers
with their decision-making processes. In addition, Heller et al., (2019) recognized that AR helps
people make better decisions by performance them more precise and comprehensive images of
products. Customers can have a more representative visualization of items, which can help them
make better-informed adoptions (Jetter, Eimecke, and Rese, 2022) and potentially decrease
improbability when making purchase decisions. This improvement in decision-making could
lead to better satisfaction and help reduce the chances of revenues, which in turn can have a
encouraging effect on customer contentment, as supported by Li et al., (2018).

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As per Askr et al., (2023) the technical problems and complications elaborate in implementing
AR also present obstacles. Unacceptable or less than perfect user experiences in AR apps can
disappoint, rather than encourage, consumer engagement with products. Moreover, Park and
Kim (2022) analyzed that the key to a smooth AR experience lies in its accessibility and
technical dependability. Some problems in these areas have the conceivable to disrupt consumer
engagement in a damaging way. Costin et al., (2018) also noted that convinced consumers are
able to discriminate between the virtual and real characteristics in augmented reality
involvements. They may view these virtual collaborations as diverse from the familiarity of
shopping in person, which could decline their interest in fully attractive with virtual products.
The ability to discriminate may bound contribution or consideration in AR-enhanced retail
environments, according to Hashemi (2021).
1.4 Objective 3: To investigate the influence of AR on consumer satisfaction and retention
in fashion retail.
The inclusion of Augmented Reality (AR) in the retail industry has created substantial interest in
how it moves customer consummation and trustworthiness. According to Marín-Lora, Sotoca,
and Chover (2022), AR's specially intended immersive involvements allow customers to engage
with products, providing a realistic perspective before deciding to make a purchase. According to
Hellgren and von Pongracz (2022), these natural characters can increase satisfaction by assisting
people make informed selections and probably depressing the number of repaid items. The
individualized engagements donate to building a deeper association among customers and
products, which could result in more common returns and augmented loyalty. Nevertheless
Subramoniam et al., (2022) argued that obstacles such as complications in mechanical
availability still persist. Confining entry to AR experiences due to commercial priorities may
leave out positive customers, affecting their satisfaction and fading the overall impact of AR
technology in fashion retail.
Moreover, Subramoniam et al., (2022) pointed out that faults in the arrangement of augmented
reality and real-world intelligence can lead to disappointment, conceivably disturbing the
maintenance in the contradictory technique. While Lee, Goldberg, and Kohane (2023) disputed
that AR increase satisfaction and shape reliance, but technical meetings and aligning AR visuals
with real-world product understandings are necessary to exploit on its constructive impact on
fashion retail purchaser satisfaction and long-term loyalty. Furthermore, Wedel, Bigné, and

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Zhang (2020) highlighted that Improved Reality (AR) in retail outline has gained deliberation for
its probable impact on customer satisfaction and retentive. AR's personalized and immersive
experience allows clients to fully encompass with products, leading to a more precise
sympathetic before making a purchase.
According McCoy (2020) effectively growths satisfaction, empowering customers to make more
well-versed decisions and perchance reducing the number of returns. This improved method
adopts a deeper construction between customers and brands, possibly leading to improved
loyalty and more shared visits. Nevertheless, Bryant (2019) argued that there is still interest
about the mechanical receptiveness. Technological limitations that make it hard for people to
access AR involvements could result in variations among consumers, affecting their satisfaction
and moderate the overall use of AR in retail design. Additionally, Sam (2021) pointed out that
alternative between the illustrations of products in amplified reality and their real-life
complement could indicate a lack of accurateness, potentially leading to destructive effects on
the product's performance over time. Moreover, Kazmi et al., (2021) pointed out that in order to
effectively incorporate augmented reality (AR) into fashion retail, it is crucial to address
personalized experiences and technological improvements to enhance customer satisfaction and
brand-consumer relationships. This involves aligning augmented reality representation with real
product item, as per Lee and Leonas (2022).

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Chapter 3: Research Methodology
3.1 Introduction
In this chapter, the research methodology will be examined by utilizing the complete context
accessible by Saunders et al., (2007) known as the research onion model. This chapter will
carefully analyze the Impact of Augmented Reality (AR) on fashion Retail Experiences. This
involves a careful inspection of many fundamentals, involving research philosophy, approach,
methods, data collection, design, and sampling.
3.2 Research Philosophy
Kamal (2019) defined that a research philosophy includes the initial principles guiding the
collection, analysis, and application of data related to a fact. A research philosophy has two main
types that are: Interpretivism and Positivism (Ryan, 2018). Within this study, the selected
research philosophy is Interpretivism. According to Gillani (2021) unlike Positivism,
Interpretivism stress’s objective, computable data. Moreover, Prasad (2017) reported that
Interpretivism is selected for its capability to produce highly valid information, spotlighting
personal connotations and inspirations. This philosophy enables comprehensive inspection,
especially helpful for complicated research like multicultural studies.
Positivism is ignored in this research due to its constraint in apprehending the affluence of
individual experiences and particular distinctions (Nyein et al., 2020). Challenges essential in
using Interpretivism include probable researcher partiality, difficulty in simplifying findings, and
the complex nature of qualitative data analysis. Researchers can overcome these challenges
through precise reflexiveness, triangulation of approaches, and preserving comprehensibility in
the research process. Effectively steering these facets certifies the consistency and reliability of
Interpretivism-driven studies (Onuoha, 2023).
3.3 Research Approach
Turner, Cardinal and Burton (2017) defined that a research approach aids as the methodological
process for data collection, analysis, and interpretation. In this study, a thoughtful selection will
be made to embrace a deductive approach. The selection is driven by the vantage of deductive
perceptive, which involves originating specific calculations from wider theories, increasing
accuracy and proposition testing (Behfar and Okhuysen, 2018).
As stated by Sovacool, Axsen and Sorrell (2018) the exclusion of an inductive approach in this
research twigs from its inclination to producing theories from precise observations,

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hypothetically leading to less organized findings. Challenges faced in retaining a deductive
approach comprise the risk of supervising unexpected variables and probable limits in obliging
the difficulty of practical experiences. Researchers can discourse these challenges by including
detailed literature reviews to improve their academic framework, seeing substitute clarifications,
and upholding directness to unforeseen insights, thus strengthening the forcefulness of the
deductive approaches (Gibson, 2017).
3.4 Research Strategy
According to Serhani et al., (2020) a research strategy works as a complete plan for the
composition of a research study, leading the planning, implementation, and supervising stages. In
the present examination, a qualitative research method will be selected. This assortment is
determined by the advantage of qualitative research in discovering and understanding varied
facets of human involvements, behaviors, and social portents, letting for deep, context-specific
understandings that quantitative approaches may supervise (Khan and Razzaque, 2023).
The quantitative research strategy will not be used by the researchers in this study as it is fixed in
the acknowledgement that numerical data might ineffectively capture the details of the
researched process (Vasileiou et al., 2018). Moreover, Smith (2018) identified that challenges
faced in qualitative research strategy contain possible partiality, partial generalizability, and
intricacies in data analysis. Researchers can overcome these challenges by upholding precision in
methodology, retaining severe data authentication methods such as member inspection or
triangulation, and implementation of reflexiveness to admit and address their own preferences.
These procedures increase the dependability and reliability of the qualitative research strategy in
the study (Motulsky, 2021).
3.5 Data collection
Larrinaga (2017) evaluated that data collection, a vital step in research, includes thoroughly
collecting information on variables of concentration to solve research questions, test theories,
and measure results. Furthermore, Moser and Korstjens (2018) analyzed that two primary
methods for data collection are: primary and secondary data collection. This research will use
secondary data collection method. Secondary data collection will be used due to its advantage of
influencing current datasets, saving time and possessions (Weston et al., 2019). Primary data
collection will not be utilized in this study as it is engrained in deliberations of competence and
realism. Primary data collection often stresses noteworthy capitals, time, and effort, which may

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be considered unrealistic or redundant for the present research objectives (Franklin and Thorn,
2019).
Though, challenges related with secondary data collection comprise issues of data quality,
significance, and possible limitations in directing specific research processes (Sherif, 2018).
According to Dalkir and Katz (2020) researchers can direct these challenges by methodically
screening the selected secondary data bases, certifying data compatibility, and admitting and
justifying partialities essential in the unique data collection. Authentication through cross-
referencing numerous sources, careful documentation of data ancestries and clear reporting
subsidize to increasing the dependability and reliability of the secondary data collection method
in this research (Rich, 2023). Additionally, researchers should be agreed to the boundaries of
present data and carefully interpret findings within the setting of the study's objectives (Mohd
Sharip, Awang and Ismail, 2022).
3.6 Search Strategy
Whitehead (2020) defined that a search strategy contains an organized incorporation of
keywords, expressions, headings, and regulators utilized for database examination. In secondary
systematic data, the search strategy will include essential basics for example classifying
keywords, obeying to the Prisma Framework, creating inclusion and exclusion criteria, choosing
relevant databases, and directing ethical considerations. This systematic approach will certify a
complete and morally comprehensive examination of present data sources within the limitations
of the research examination (Fellows and Liu, 2021).
3.7 Keywords
Keywords are very useful in making research easily ascertainable and gathering more citations.
They compress the essential melodies of research, enriching its search capability (Miller, 2019).
Additionally, King, Lam and Roberts (2017) stated that embracing the most relevant keywords is
vital as it supports in positioning your work. Moreover, Sansone et al., (2019) analyzed that by
including relevant keywords, the perceptibility of research can be increased and it subsidize to its
convenience within the academic communal, eventually enabling wider citation. Keywords for
the topic “Analyzing the Impact of Augmented Reality (AR) on fashion Retail Experiences” are
as follows:
Keywords
Augmented Reality (AR) Customer Engagement

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 Fashion Retail Retail Innovation
Retail Experiences Virtual Try-On
AR Technology AR Applications in Fashion
AR-enhanced Shopping Fashion Merchandising with AR
Digital Fashion Experience Consumer Interaction
AR in Retail Environments Augmented Reality Retail Trends
3.8 Boolean Operators
According to Badami, Benatallah and Baez (2023) Boolean penetrating, a representative
judgement system, establishes connections between concepts and words, aiding researchers in
refining their queries. When exploring the theme "Analyzing the Impact of Augmented Reality
(AR) on Fashion Retail Experiences," the following Boolean operators can be applied:
Augmented Reality (AR) AND Fashion Retail Experiences
AR Technology OR Retail Innovation
Virtual Try-On AND Customer Engagement
Retail Experiences NOT Traditional Retail
Fashion Industry Technology OR Augmented Reality Applications
AR-enhanced Shopping AND Consumer Interaction
Digital Fashion Experience OR Augmented Reality Retail Trends
3.9 Inclusion and Exclusion Criteria
Sileyew, (2019) described that the inclusion criteria identify the study population in a consistent,
reliable, uniform and objective manner. Moreover, Molinuevo et al., (2017) stated that the
exclusion criteria include factors or characteristics that make the recruited population ineligible
for the study. These factors may be confounders for the outcome parameter.
Inclusion Exclusion Justification
Papers focusing on scholar Papers related to scholar Ensures precision and
studies from 2017 onward. studies pre-dating 2017. reliability by incorporating
the latest research findings,
providing a systematic and
up-to-date foundation for
analysis.
Prioritization of papers from Avoidance of papers from Emphasizes the importance of
impactful publications. low-impact publications. higher-impact sources,
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 acknowledging their role in
fostering creativity and
bolstering the dependability
of the research outcomes.
Consideration of papers in Exclusion of papers not Acknowledges English as the
English. published in English. global language of scientific
knowledge, enhancing the
research's global reach and
effectiveness by transcending
linguistic boundaries.
3.10 Databases
Rawat and Purnama (2021) say that a database is a structured place where information is kept
and organized by a special system. This computer program helps people, apps, and the database
communicate with each other. It allows data to be collected and studied. The study will use
databases like Sci-Hub, Google Scholar, ScienceDirect, PubMed, and ResearchGate. These
platforms provide numerous locations to access information. This helps with research because
one can look at many different scholarly articles and publications that relate to what they are
studying (Talal et al., 2019)

List of Databases

Scihub
Google Scholar
Research Gate
Science Direct
PubMat

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3.11 PRISMA
As Kossmeier, Tran and Voracek (2020) explained, the PRISMA flow diagram shows how
information moves through the different steps of a systematic review or meta-analysis.
Furthermore, the PRISMA diagram by Joseph et al. (2022) helps make things more clear and
improve the reporting of research. It shows clearly how research studies were looked at and
chosen to be included. Moreover, Bach‐Mortensen and Verboom (2020) said that PRISMA gives
a very clear and complete overview of the methods used in a review or meta-analysis. This
makes the result of study more reliable and easier to understand.

3.12 Ethical Consideration

In in search of ethics consent, this study will accurately discourse ethical considerations,
certifying strict observance to validity and controlling ethics. To avert any disturbance, the
research will completely use available journals and academic articles for data collection,
concentrating on relevant variables. This method intents to sustain ethical standards, upkeeping
the veracity of the study and upholding obedience with ethical strategies.

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