ABSTRACT
Fashion retail has faced immense changes in the rapid development of e-Commerce. This has created significant uncertainty for traditional shopping, and Covid-19 worsens this situation. To improve the consumer shopping experience and increase sales revenue for fashion retailers, we need to reveal what category of AR solution is most useful for different fashion retail environments. We prove that the fashion retail market is ill-prepared to use AR through 13 semi-structured interviews with high-street retailers, high-end retailers, and UX/AR designers. AR aims to offer a seamless shopping experience for high-street consumers by prioritising the functional purpose but animating AR in an exciting way in a high-street store, enabling consumers to obtain an efficient and enjoyable shopping experience. Designing high-end AR retail environments should focus more on hedonic value by telling a brand/trend story, enabling consumers to engage with the story and have human interaction to ensure a superior service. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.