Fashion

Augmented Reality in Luxury Fashion Brand

Abstract

This research is based on augmented reality in luxury fashion brand. In this context, this dissertation has given concern towards analysing the impact of AR technology especially in the context of Indian market. In this research paper, researcher has given special consideration towards ethical parameters and has represented the data in an effective manner.

Researcher has collected the secondary data on the basis of referencing the different sources which has supported to critically analyse the research topic on the basis of the findings of various past researches. For the purpose of primary data collection, survey questionnaire as well as interview method is used.

Furthermore, utilization of quantitative as well as qualitative data analysis approach has supported to represent the primary data in an effective manner. In like manner, correlation of primary findings with the secondary outcome has supported to increase the relevancy as well as reliability of the research outcome.

This research has not only supported to understand the impact of AR technology in luxury fashion store industry but also has supported to understand the ways which can be used by Indian stores to eliminate the challenges. This research is focused towards contemporary issue so it can be utilized for academic as well as managerial implication.

   Chapter 1: Introduction

1.1 Research Background

Technology remains assistive to bring new revolution in the context of innovation and supports to introduce new products and services in the market. It allows creating competitive advantage in the industry while satisfying the ever-changing customer needs.

At a low level, for the ordinary brand, it is easy to control the impact of technology advancement and the changing need of the customers. However, for the luxury brands, it is it is uncontrollable and there is a need of developing effective strategies to implement technological advancement in an effective manner, especially in the context of luxury fashion brand (Bacca et al., 2014).

The reason in this is that in order to be a luxury brand, there is a need of high investment, large infrastructure, high brand value, etc. that make the brand luxury in the market. So, if there is any change occurred related to the technology and the need of the customers then it directly affects the business and creates the issues directly towards the brand name (Mertens, 2014).

Due to this reason, luxury brands give concern to overcome these issues as it supports to increasing the market value. At present as the customers are more experimental, they like to buy the products after reviewing and getting the practical experience.

So, in this concern, for offering better experience and to become a success in the market, there are different new ways and techniques that are used by the luxury fashion brands at their stores (Barfield, 2015). In this, the use of augmented reality is one of the best ways as it helps the luxury fashion stores to sustain in the competitive market while developing good base of the customers.

It is identified that to create long-term sustainability in the industry, it is essential to give concern towards branding orientated marketing strategy. In this concern, there is a need of giving concern towards brand loyalty, effective consumer experience and consumer engagement.

For this purpose, luxury fashion store utilizes various strategies as it remain supportive to increase the company sales while retaining the existing consumers and attracting the target consumers (Di Serio, et al., 2013).

In the current scenario, due to increase in the level of competition, it is essential for the luxury fashion store to give concern towards retaining the consumers while offering them effective buying experience and brand loyalty.

Augmented reality remains assistive to provide the experience through 3D high definition audio that provides a great service or purchasing experience for the customers. In the world of augmented reality, the consumer can look around and through artificial objects of the expanded layer (Mertens, 2014).

In AR, computer algorithm uses sensors and markers to spot the current position of physical objects and determine a location of simulated ones. After this, technology renders the picture that appears on the camera. With the use of augmented reality, it becomes easy for the luxury fashion stores to get in-depth understating about the need of the customers and their views about the use of products (Cheng, & Tsai, 2013).

Along with this, the use of augmented reality also helps the stores to explore the business at a high level. Due to this concern, it can be determined that there is a vital role of augmented reality in the success of the firm.

Although, the use of augmented reality is vital for the luxury brands to get success in the market but at the same time, there are various issues related to the cost, planning, strategy, etc that are faced by the luxury firms and create the hurdle in the successful implementation of AR technology.

AR headsets like Google Glass, Sony Smart Eye glass, and Microsoft Holo Lens have been received well by consumers (Ong, & Nee, 2013). However, from the survey, it is identified that augmented reality is in the fashion for the last couple of years and their acceptance from consumers is extraordinary.

During the last year, the AR industry has attracted over USD 2 billion in investment, which is a phenomenon (Creswell, 2014). So, there is a need of handling the challenge of AR in an effective manner as it will remain supportive for the luxury brand stores to increase the sales.

In this perspective, this dissertation has supported to analyse the challenges of AR technology implementation while recommending the ways regarding how to overcome the challenges.

1.2 Research Significance

In the changing market and the technology advancement, the use of AR is one of the most reliable ways for the luxury stores to create long-term sustainability in the market. It enables to effectively handle the challenges related to the change in need of the customers and the technology (Kounavis et al., 2012).

This research will helpful for the luxury fashion brand to get the idea about the use of augmented reality in their stores for attracting the customers as it supports to understand the customers’ expectation and their preference about the use of new products.

This research is also helpful to provide the knowledge about the use of best and appropriate way between the AR in the fashion stores. At the same time, this research will also assist for the luxury brands to know the issues and the challenges that are faced during the implementation of augmented reality in their outlets (Lee, 2012).

This study has critically analysed different issues related to AR while providing the information regarding the ways that can be used by the luxury fashion stores to overcome the issues.

1.3 Research Aim and the Objectives

The main research aim of this study is to examine the importance of augmented reality in the retail stores of the luxury brands while analysing the challenges and recommending the ways to implement AR technology in an effective manner.

1.3.1 Research Objectives

  • To identify the relationship between experience and luxury
  • To analyse the use of AR in the development of retail strategies by luxury brands
  • To evaluate the challenges faced by luxury fashion brands while incorporating AR
  • To recommend the ways for luxury fashion brands for implementation of the strategies effectively

1.3.2 Research Questions

  • What is the relationship between experience and luxury?
  • What is the implementation of AR in the development of retail strategies in luxury brands?
  • What are the challenges faced by luxury fashion brands for implementation of AR and what are the ways which remain supportive to manage the impact of AR technology?

1.4 Research Structure

Below is the overall structure of the research that is followed by the researcher in order to accomplish the research successfully. In this, a short description is given of all elements that are included in this research.

Introduction

It is one of the most important parts of the research because of providing the clear and detailed understating about the overall research. At the same time, this chapter has provided basic platform of the overall research. This chapter of the research has included research background, research significance, research aim and objectives, research questions and research structure which have supported to introduce from the overall research.

Literature Review

In this chapter, critical evaluation of the given objectives has taken place. For this, researcher has referenced various secondary sources such as articles, reports, journals, etc that in order to develop in-depth and theoretical understanding of the research topic. This chapter has played vital role in the successful accomplishment of the research and to generate the valid and reliable research outcomes of this research.

Research Methodology

This chapter of the research remained helpful to make clear the views and the perceptions regarding the use of different research methods such as research techniques, approaches, philosophies, etc. that are used by the researcher during the research. Additionally, full justification and suitability of the research topic are also considered in this chapter.

Results

In this chapter, researcher has analysed the primary as well as secondary data while utilizing mixed approach which has supported to represent the research findings in a suitable manner.

Discussion

In this chapter, researcher has analysed the research results of primary findings while correlating it with the secondary outcomes which has supported to develop effective research outcomes.

Conclusion and Recommendation

This chapter has supported to provide the overall view about the overall research. This chapter has supported to conclude the research outcomes, research issues and data findings and has played vital role for the successful research accomplishment.  Moreover, researcher has also offered the recommendations which are based on suitable solutions and suggestions which will remain helpful for the luxury fashion brand to adapt AR technology in the store while decreasing the challenges. In addition to this, some future research implications are also determined in this research that can be helpful for the further researcher to generate valid research outcomes.

Chapter 2: Literature Review

2.1 Introduction

In this chapter of the research, researcher has given focus towards critically analysed the research topic while reviewing different literature. For this purpose, this study has referenced various novels, magazines, articles, journals, etc. which has supported to understand the research topic on the basis of various point of view and has enabled to offer in-depth knowledge. Initially, researcher has given concern towards giving understanding regarding theoretical concept and after that research analysis has taken place. In this section, researcher has given special consideration towards only reference the study from the reliable sources which have supported to increase the relevancy of the study.

2.2 Relationship between Experience and luxury

In the research findings of Carmigniani et al., (2011) for luxury brands, customers’ experience is one of the major things that play a major role in the successful formation of the luxury firms. It is because as per the research findings of Cheng, & Tsai (2013), the customers’ experience is an observation and the feeling that occurs during the use of luxury products. The experience of the customers is analysed through different aspects like the use of the products, satisfaction of the products, stores, convenience, better service, etc. so, on the basis of these aspects, luxury firms formulate their business and marketing strategies and try to provide a better customers experience. In like manner, from the research paper of Clini et al., (2014), it is defined that the experience of the customers is highly mattered for luxury brands. It is because the overall business of the luxury firms depends on the customers’ experience. This concept of luxury brands is more elaborated in the research of Di Serio et al., (2013), by stating that luxury brands are highly developed brand in the market and they use the advance technology and the strategies in the market for developing the customer base as well as the range of products and the quality of luxury brands products are different from the other brand in the market. The economical class consumers generally avoid the use of shopping from the luxury brands due to the high price range and the different attractive appearance in the market. Because of this concern, it can be determined that customers’ experience and the luxury bards are directly connected from each other.

Fashion

In the same concern of this, from the research findings of Englander (2012), it is determined that luxury brands target the customers and operate the business majorly from their stores. It is because they deign and structured their stores by using the different digital media tools and appear their stores different from the other stores. It is because it makes easy the firm to present their outlets quite differ from the other outlets and provides the competitive advantage for the firms as well.  In the views of Fonseca et al., (2014), it is also determined that to represent the attractive stores and to provide a great shopping experience for the customers, the different new technologies are also used by the luxury firms in their stores. In this, the use of augmented reality technique is also the new concept that is used by the luxury firms in their stores. The reason in this is that the use of augmented reality technique makes easier the firms to get the idea about the need of the customers and to provide the products for the customers accordingly.  There is different luxury firms related to the different business segments like cosmetic, fashion, etc. that use the augmented reality in their stores for better customer experience. In the research findings of Gibson et al., (2011), it s determined that the use of these types of technology assist the firms by increasing the sales and the number of customers. It also provides the motivation for the employees in their shopping also positively influence their buying behaviour. At the same time, in the research of Hopp, & Gangadharbatla (2016), it is determined that there is not any vital use of the augmented reality techniques in the stores of the luxury firms.

The reason in this is that due to a high level of the competition, most of the firms operating their business through online that makes easy the firms to target the customers and to develop a good base of the customers.  It is also determined that although the use of different techniques related to digital media like augmented reality provides a unique identity of the luxury firms in the market but there are also some other aspects that are considered by the customers at the time of shopping. In this, price, convenience, etc. are the major considerable aspects by the customers that also affect the experience of the customers regarding the shopping. So, it can be stated that instead of using the digital media technology in the luxury stores, online business is also one of the effective ways to use by the luxury firms for better customers experience. In oppose of this, from the research paper of Hye et al., (2015), it is illustrated that the use of digital media and the technology in the stores by the luxury firms provides satisfied experience for the customers. It is because the luxuries stores keep touch directly the customers with the firm or the products of the firm. It increases the trust of the customers because of having a personal interaction with the store employees.

Fashion

AR/VR Installed Base

(Source: Hopp, & Gangadharbatla, 2016)

It is identified that the customer experience has increasingly become an important factor to success. Due to this reason, luxury firms use the digital technologies like AR and VR that provides a unique and better sensory effects for the customers and also provide the chance for doing the product evaluation from different products. Almost 86% buyers show willingness to pay more for better customer experience. At the same time, according to the views of Katz (2015), it is analysed that 89% of marketers expect customer experience to be a primary differentiator. As a result, more retailers are turning to customer journey mapping to give them the insight they need to make value-driven decisions.

2.3 Implementation of Augmented Reality by Brands in the Development of Retail Strategies

From the research findings of Ioannidis et al., (2014), it is determined that in order to sustain in the competitive market and to perform well in the competitive market, different ways and the techniques are used by the firms. In the context of the luxury firms, there are various techniques that are used by their retail stores to increase the manifestation and to attract the customers in a large manner.

Fashion

AR/VR Revenue Forecast

(Source: (Kesim, & Ozarslan, 2012)

In this context, utilization of augmented reality remains highly effective and offer dynamic ways to increase the footfall and the sales. For instance, L’Oreal is one of the leading cosmetics companies which are dealing at a global platform but due to change in the customers need and the market trend, this firm also launched its own first app (augmented reality). The name of this app is Style My Hair that is quite better for the people to virtually try the new hair styles and colour as per their look and the body shape (Kesim, & Ozarslan, 2012). This app is quite popular among the customers and after the launching this app, thousands of customers used this and it made L’Oreal more popular. After getting a tremendous success though launching of Style My Hair augmented app, different others augmented apps are introduced by L’Oreal such as L’Oreal’s Makeup Genius virtual makeup app and My UV Patch skin sensor app. From this, it can be analysed that utilization of AR technology remains supportive for the luxurious brands to increase the chances of success.

In the same concern of this, from the research of Kesim, & Ozarslan (2012), it is also determined that there are also different luxury firms that use the augmented reality techniques in the luxury retail stores enable to provide better service experience for the customers.

At the same time, the example of Burberry Group PLC is also remained supportive to understand the importance of AR. It is a British luxury fashion house firm which is quite famous for their best and effective products and effective services (Katz, 2015). This firm also uses augmented reality that make easy for the customers to choose the products as per their need and desire. For better use of AR, firm launched different apps and all app of the firm is made by Apple for better security and to perform quality.

At the same time, from the research findings of Abelev et al., (2013), it can be determined that due to changing views and mindset of the customers towards the shopping of luxurious brand, there is a need of designing effective strategy which can remain supportive to create competitive advantage in the industry.

In the views of Abelev et al. (2013), the implementation of AR by the luxury brands remain supportive to develop value for the retail strategies as it enables add additional layer of information on the product to enhance the experience while increasing the customer engagement at a higher level. In this context, augmenting the customer’s experience can be further broken down into following segments:

2.3.1 Mapping the customer’s journey with Technology in-store

Utilization of technology such as wi-fi, camera, Bluetooth, etc. remain supportive to map the customer’s journey and to get understanding regarding their interest area (Di Serio et. al., 2013). It enables to map the taste and choice of the consumers while mapping their journey which remain supportive to involve diverse group of strategies to offer best purchasing experience to the customers. According to the views of Aaij et. al. (2013), different brands have different personas which remain supportive to motivate the buying behaviour of the consumers. In this context, mapping the customer journey remains highly assistive to offer the best experience to the consumers which remain fit to their taste. It remains supportive to discover the brand for the new customers. Utilization of technology in the store remains highly assistive for the luxury brands to investigate the area which remains supportive to get their attention which remains supportive to minimize the wastage of time and money and enables to increase the interest of the consumers on the basis of effective attention.

2.3.2 Explaining a Product

AR remains highly assistive to offer the layer Information of the product while explaining the added value as well as USP of the product. It supports to offer details regarding the material, production methodology etc. which remains highly supportive to not only adding the value, but also to create uniqueness which remain supportive to make the product more desirable between the consumers. For instance, luxury brands use RFID (radio frequency identification) which assist to explain the features of the product on the basis of electromagnetic field. RFID has the potential of automatically identifying and tracking the tags which contain electronically stored information and remain attached with the product. At the same time, according to the views of Aitipamula et al. (2012), magic mirror remains supportive to virtually wearing the dresses, jewellery, etc. while changing the colour of the product as well. This mirror also supports to identify the product which best suits to the customer without wasting time on searching the product. So, utilization of these services remains highly assistive to attract the attention of the consumers.

2.3.3 Customise and Try-On

AR remains highly assistive to offer the facility of customization and try-on while giving concern towards various parameters which are as follow:

Visualisation

Real time 3D visualisation within augmented reality helps in visualising variants/options of the product that may not be available in the store, for instance, colours, higher or lower variants etc. (Aamodt et al., 2012).

Customisation

Product customisations and bespoke creations are hard to visualise with multiple combinations of fabrics, colours and other options. Augmented Reality with Real time 3D makes it easier to make customisations instantly on multiple devices, like iPads, touch screens mobile phones etc.

For instance, Prada handbag customisation, Sephora makeup try on, Caratlane jewellery try on (in-store pop ups), etc. (Aad et al., 2012). At the same time, Burberry has introduced Burberry Beauty Box

2.3.4 Cross-sell and Up-sell:

In the views of Mohan and Paila (2013), to increase the profit, it is essential to give concern towards increasing the sale of the store. For this purpose, brands utilize the strategy of cross-sell for better fitment to an individual user and up-sell to generate more revenue. In-store augmented reality experiences help brands and customers both to make more informed decisions. Examples are as follows:

Cross Sell

In clothes, the customer gets a better understanding of how clothes will look by trying them on.  The magic mirror does that perfectly, helping a customer try on more than a 100 clothes in about 2-3 minutes without having to ever pick one up (Panizzi, 2013). The customer gets a better understanding of what looks better on them to make a more informed decision.

Up-Sell

The practise of selling worth more than what the customer originally intended to buy is what helps boost revenue. Clothing companies always showcase ensembles(clothes in pairs – shirts and trousers), which helps show a complete outfit and not just one product, but sometimes 2 or 3 products put together (Jiménez-Jiménez et al., 2015).

With augmented reality, it becomes very easy to mix-match products and up-sell more than just what the customer came looking for. For instance, Magic Mirror – Ensembles.

2.4 Challenges of Incorporating AR in Retail Luxury Fashion Stores

This section has supported to\classify the limits that characterise the current state of the art of AR based on the following aspects: technology, social acceptance, usability.

According to the views of Soares, et, al. (2013), augmented reality is one of the best techniques that are being used by the luxury fashion firms to manage the need of the customers and to be competitive in the market. However, in the contrary, Kounavis, et al. (2012) argued that there are some challenges of incorporating the AR technology in the luxurious fashion brand industry.

The major challenge of AR system is that it has to deal with vast amount of information in reality. Therefore the hardware used for this technology should be small, light, easily portable and fast enough to display graphics. In support of this, Keefe et al., (2012) determined that the battery life used by these complicated AR devices is another limitation for AR’s uses.

Moreover, AR tracking needs the utilization of some system hardware such as GPS to provide accurate marker, ask them to be both accurate and reliable enough. These hardware obstacles need to be resolved for practical AR use. AR systems usually obtain a lot of information, and need software to filter the information, retain useful information, discard useless data and display it in a convenient way.

So, all these parameters not only increase the cost but also increase the time. On the other hand Sampaio et al. (2012) opined that use of AR technology also increases the training need and cost.

2.4.1 Technology Challenges

Augmented reality effectively comes together with multiple underlying technologies namely:

3D Real Time Rendering

Lee (2012) stated that GPU (graphic processing unit) based 3D rendering pipeline system helps in creation of real time interaction with 3D models and graphics to make customisations while explaining the product features, additional facilities, and many other parameters.

Recognition via Camera

Recognition is based on computer vision algorithms that take information from the camera feed (frames) and process them to recognise the images (2D) or objects (3D) in the camera’s field of view (Kounavis, et al., 2012). So, it is essential to install high-quality camera as it is important to recognise the product and provide information accordingly which increases the cost of installation of AR technology.

Tracking

Tracking means following the recognised object in the camera’s field of view while maintaining orientation in 3D space. This helps in visualising information – 3D model or images/ videos on the recognised images from many different angles and moving point of views which makes the experience seamless (Kesim & Ozarslan, 2012).

So, for the purpose of getting effective result of AR technology, there is a need of focusing towards putting all of these above mentioned technologies which remains supportive to augmented reality to life. So, there is a need of high quality camera, powerful hardware (GPU+ CPU+ Memory), software (Computer vision based algorithms) and relevant information (3D Models, 2D overlays, Images and Videos).

 2.4.2 Customer Acceptance Challenges

There is various customer acceptance challenge of augmented reality. Some of the major challenges are as follow:

New Methods Acceptance

AkdenizAr, & Kara (2014) identified that there is a large number of the buyers of luxury products being over the age of 30-45 as it is identified that acceptance of new technology solutions is not as quick and ease as the younger age groups and takes a sizeable amount of time for them to get used to. In this context, augmented reality remains assistive for sometimes leaving the consumers clueless about how to interact with the application to experience the product. This is the situation where user interface and experience design play a big role.

 Feeling of Shyness

According to the views of Šeric, et al. (2016) as a large number of implementations are on big screen which remain viewable by multiple people which sometimes lead to a bit uncomfortable and awkward situation for customers and causes a steep drop in acceptance for instance, trying different garments in front of the magic mirror.

 Technology overtakes Product

It is identified that in some cases, the technology is so innovative and interests customers to such a point that it overtakes the interest in the product. This leads to consumers being excited but a large drop in sales, which in-turn harms the brand (Adinehfar, & Gayem, 2016).

2.4.3 Visual Quality Challenges

Real time 3D poses challenges in terms of quality of visuals and is largely unable to match up to photographic or pre-rendered image and video quality as well as leading to a poor appeal in product quality (Šeric, et al., 2016). Although a lot of work is happening for the advancement of the visual quality of real-time rendering engines, but it is still not as real as reality!

Fashion

How Consumer Feel while Watching the Products on AR

(Source: Adinehfar, & Gayem, 2016)

 Missing Touch and Feel

Nobbs, et al. (2015) determined that although AR remains highly assistive to get detailed information about the luxury brand product but still the experience of personal touch and feeling a substance is still unparalleled and is missing as it offers the facility of technology-only implementations. For instance, Michael Kors is a clothing premium brand which is well-known for its touch and feel of a fabric/material etc. which remains missing with AR (Adinehfar, & Gayem, 2016).

Too many Options

AR offers too many options available of some solutions, so in most of the cases, the customer often gets lost in the multiple possibilities. This happens mostly as the customer doesn’t understand aesthetics as well as a designer/brand person (Adinehfar, & Gayem, 2016).

2.5 Recommendations

In the words of Jiménez-Jiménez et al., (2015), AR favours business innovation by enabling real-time decision making through virtual prototyping and visualization of content. It is identified that the adoption of AR technology in the enterprise offers internal tool to augment and enhance business processes and workflows. AR remains supportive to transform the structure of business within no time, the most important transformation for business being AR development for smart phones, tablets, and wearable. Industries are employing top most AR technological tools to provide superior customer experience. Many retail companies (eg: IKEA) are introducing AR tools for customers to try clothes without actually wearing it and all this just with the help of an Android or iPhone AR app (Gil, et al., 2016). Moreover, it is identified that the challenges which take place during the implementation of AR technology can be handled on the basis of utilization of effective recommendations. In this context, Kim, & Lee (2016) determined that use of augmented reality should be assisted by a trained sales professional and not left to the customer alone. It remains supportive to explain the use of AR as well as to elaborate the features of the product in an effective manner. Moreover, as it is identified that consumers feel shy to use AR technology due to shy nature so in this context, creating the private space for usage try-on solutions will remain supportive to eliminate this issue and will offer the freedom to the consumers to try-on different options without any hesitation. In like manner, in the views of Salehzadeh, & Pool (2017), there is a need of utilizing simple and clean interface with the product at the centre which remain supportive to increase the user-friendly interface and will increase the usability of this effective technology within the organization. At the same time, to handle the challenge of visual quality, there is a need of picking a studio that has CG generalists (Real Time Engine Specialists) and people from domain, are more likely to product better results. Along with, there is a need of using PBR (Physically Based Shaders) in real time engines, which will remain supportive to enhance the quality. Additionally, in the context of missing touch and feel, Biscaia, et al. (2017) depicted that luxury brand stores need to understand that augmented reality is not to replace the physical availability of the product, but to add to it. Having a physical product complemented with augmented reality is the best option. Moreover, there is a need of assisted sales with a trained company executive who remain supportive for the consumers to understand their choice and preference and can offer them better suggestions regarding colours, aesthetics and many other parameters.

Focusing towards all these recommendations will remain supportive for the luxury fashion brands to eliminate the challenge and to implement the AR technology in an effective manner within the organization to boost the company sales and to increase the chances of profitability of the store (Veloutsou, et al., 2017). Not only this, but also it will remain supportive to increase the number of brand loyal customers which will remain supportive to increase the company sales as well as assist to increase the profitability.

According to the views of Warren (2014), it is identified that most of the consumers prefer to utilize latest technology while purchasing the product as it enables to boost their buying experience. Due to this reason, utilization of AR technology will remain supportive for the luxury brand store to increase the competitive advantage as well as long-term sustainability in the industry.

Chapter 3: Research Methodology

3.1 Introduction

Research methodology can be defined as a systematic and theoretical analysis of the methods which are applied by the researcher to conduct the study (Creswell, 2014). In this chapter, researcher has discussed about the methods which are used for the collection of the data. This section has supported to conduct the research in a right direction. While selection of the research method, it is highly focused to give concern towards achieving the aim and objectives of the study. To explore the research methodology, this chapter is divided into various sub-sections which have enabled to collect the data adequately and to conclude the study in an effective manner. In this chapter, the research methods are selected to examine the role of augmented reality especially in the context of the luxury brands in India.

3.2 Research Philosophy

There are basically three kinds of philosophies which are used by the researcher according to the research need, they are – positivism, realism and interpretivism philosophy. Positivism philosophy is used by the researcher, where there is a need of analysing the data on the basis of natural phenomena (Englander, 2012). At the same time, realism philosophy remained supportive to perceive the data on the basis of natural realities. In like manner, interpretivism philosophy supports to conclude the research on the basis of subjective knowledge and understanding.

For this study purpose, interpretivism philosophy is used by the researcher as it offers the freedom of interpreting the data on the basis of primary as well as secondary data. This philosophy is well suited for this research as it has supported to get authentic result by getting detailed knowledge about the augmented reality technology performance for the luxury firms. Moreover, this philosophy has supported to offer the freedom of developing the research outcomes without designing any hypothesis so researcher has a freedom of providing better understanding (Gibson, et al., 2011). For this study, interpretevism philosophy is more suitable as compared to positivism and realism as it has supported to develop effective and reliable research result.

3.3 Research Approach

There are basically two types of research approaches that are used by the researcher for the data analysis, that is, deductive approach and inductive approach (Lewis, 2015). Deductive approach is utilized by the researcher where there is a need of developing the hypothesis on the basis of existing theory. However, in the contrary, inductive approach is based on the generation of new theories on the basis of data and observations.

Deductive approach is focused towards testing the theory. However, in this research, interpretevism philosophy is used by the researcher so deductive approach cannot be used. Additionally, utilization of inductive approach has supported to generate new theory which has emerged from the data. This is the major reason behind selecting inductive approach over deductive approach. Moreover, inductive approach is totally practical based. Utilization of inductive approach with interpretevism philosophy shows best fit and enables to develop effective research outcome (Mertens, 2014). This is the major reason, behind selecting inductive approach by the researcher. This approach remained highly assistive to collect the information for AR technology in the context of luxury fashion brand as it has supported to generate new theories while utilizing the data, facts, figures and observations in the context of India.

3.4 Research Purpose

There are basically three types of research purpose is used in the research, they are, exploratory, explanatory and descriptive purpose. The research purpose is used in the study according to the research need (Englander, 2012). Exploratory research purpose allows generating new hypothesis for the problem as it enables to develop effective research outcome for the issues which are not clearly defined. It allows exploring something new. However, explanatory research purpose supports to connect the ideas to get in-depth understanding regarding the cause and effect. At the same time, descriptive research purpose enables to explain the dilemma of the research while utilising various input methods. It supports to get effective outcome of the research as it allows utilizing secondary sources as well as the responses of the participants which enables to authenticate the research outcomes (Mertens, 2014). In this study, descriptive research purpose is used, so utilization of this method has best fitted to conclude the study in the right direction. It has allowed discussing the research study in an adequate manner. Descriptive research has supported to utilize the observational outcome also to offer in-depth understanding regarding AR.

3.5 Data Collection

Data collection is the crucial part of the research as it supports to collect the data and to conclude the study in the right direction (Ong, 2012). So, it is essential to select effective data collection method as it enables towards developing effective research outcome. There are basically two types of data collection method, that is, primary data collection method and secondary data collection method. Researcher gives concern to select the method which remains supportive to answer the research questions on the basis of obtaining the information and finding the specific answers. For this study purpose, both primary as well as secondary data collection method is used by the researcher. In this study, as primary as well as secondary data collection method is used, so utilization of this method has best fitted to conclude the study in the right direction.

3.5.1 Primary data collection

Primary data can be defined as the raw data which is directly collected from the source. This data is collected for the first time so it remains more authentic and enables to get the understanding regarding the views, opinions, suggestions and ideas of the respondents. It is also known as first hand data as it is directly collected by the researcher. There are various methods of collecting the primary data, such as – interview, survey questionnaire, case analysis, observation etc. (Palinkas, et al., 2015). For this study purpose, interview and survey questionnaire are used by the researcher. The reason behind selecting interview method is that it has supported to analyse the views, opinions, suggestions and ideas of the respondents in detailed manner which has supported to conclude the study in the right direction (Smith, 2015). Moreover, it has allowed the respondents to explain the reasons, which has supported to increase the authenticity and trust worthiness of the study and has supported to develop effective research outcome regarding AR and its effectiveness for luxury firm’s owners. This method has supported to analyse the personal experiences of the respondents and has enabled to get reliable information regarding the impact of utilizing AR technology for luxury brands.

At the same time, survey questionnaire method is also used in this research. Utilization of both this method remained supportive to get in-depth knowledge regarding the AR technology and has supported to represent the data on the basis of quantitative as well as qualitative approach (Brinkmann, 2014).

3.5.2 Secondary data collection

Secondary data collection method supports to collect the data while referencing the past researches. It supports to analyse the research outcome on the basis of various point of view while giving concern towards critical analysis (Mackey and Gass, 2015). In this research, secondary data is collected from various articles, magazines, reports, blogs and journals. It has supported to analyse the research on the basis of qualitative approach and further supported to get positive conclusion of the research. Secondary data collection method has supported to gain in-depth knowledge regarding the importance of augmented reality for the luxury brand owners.

So, in this research, researcher has utilized primary as well as secondary data collection method which has supported to conclude the research adequately while developing appropriate results. It has supported to increase the authenticity of the research outcome, while increasing the power of the study (Taylor, et al., 2015). Moreover, it has allowed developing effective research outcome regarding the impact of AR in luxury fashion stores especially in the context of India while increasing the reliability of the study. .

3.6 Sampling

It is not possible to include the all the related population in the research, so sampling method is used. Sampling is a technique which allows the researcher to select the suitable participants for the research. There are basically two techniques of sampling method, they are – probability and non-probability. Probability method enables to select the respondents randomly. This method is used by the researcher to reduce the chances of biasness. However, in the contrary, in non-probability method, researcher selects the respondents while focusing towards various parameters (Brinkmann, 2014). In this research, researcher has selected non-probability sampling method for the interview method as it has supported to collect relevant and authentic data regarding AR technology and has supported to select the right sample. While selecting the sample size, researcher has given consideration towards selecting the respondents, who are knowledgeable, experienced, manufacturer of AR and the employees who work in the luxury brand store. Non-probability has allowed selecting the employees who can offer detailed understanding regarding the importance of AR in the context of luxury fashion brand. Moreover, in the context of interview, non-probability sampling method is better as compared to probability sampling method as it enables the researcher to select those respondents who can share their views in more effective manner while describing their views (Gast and Ledford, 2014). It has supported to involve the candidates who have great knowledge about AR technology and has shown their eagerness to share their views. In this research, for the interview process researcher has targeted the manufacturer of AR and the employees of luxury fashion firms who are using AR technology in the store, as they can provide appropriate information about the role of AR. For this purpose, the sample size of 5 respondents of India has selected. Before starting the interview, researcher has taken the permission from the respondents through online written email.

However, for survey questionnaire method, probability method is used which has supported to select the sample size without any biasness. Utilization of this approach has enabled to analyse the views of the consumers while offering equal chances to each individual to become the part of research study and to share their views regarding AR experience (Smith, 2015). For this purpose, researcher has contacted 138 respondents, in which 100 respondents have shown eagerness to share their views regarding AR technology.

3.7 Research Choice

There are basically three research choice, which is used by the researcher to analyse the research data, that is, quantitative method, qualitative method and mixed method. Quantitative research choice supports to analyse the data while utilizing graphs, charts and tables. It enables to represent the data while focusing towards quantitative approach (Neuman and Robson, 2014). At the same time, qualitative research choice supports to analyse the data on the basis of subjective perspective while focusing towards larger and closer picture of the issue which enabled to get deeper understanding to dig the research problem until the cause is found. At the same time, mixed method is the combination of both quantitative and qualitative method (Tarone, et al., 2013). In this research quantitative as well as qualitative method is used by the researcher to analyse the views of the respondents. Utilization of mixed method has supported the researcher to consolidate the collected data in an effective manner.

3.8 Data Analysis

Data analysis is a concept which supports to analyse the collected data in such a way that remains supportive to develop relevant research outcomes. There are different methods of data analysis such as, statistical analysis, content analysis, factor analysis, descriptive analysis etc. In the context to this study, descriptive analysis is used by the researcher as this method allows getting in-depth understanding regarding the research topic. This method also helps to present the finding in a clear and precise way while giving concern towards effective data analysis. Descriptive analysis technique has supported to present the data in a manner that clear understanding about the research and research outcome has taken place (Brannen, 2017).

3.9 Time Horizon

Time horizon framework remains assistive to accomplish the research in the proposed time. There are basically of two time horizon framework, they are – longitudinal time horizon & cross-sectional time horizon. Longitudinal time horizon framework is used for the purpose of repeated observations of the same variables over long term periods. However, in cross-sectional time horizon framework, observation is taken place at a specific point of time (Smith, 2015). In this research, researcher has chosen cross-sectional time horizon as it helps to draw the result on the basis of one time observation which allows concluding the study in a timely manner.

3.10 Ethical Considerations

To submit the research without any hindrance, it is essential to give consideration towards ethical issues. In the context of primary data collection, while designing the questions for the interview, researcher has given huge consideration towards selecting relevant research questions that can remain supportive to achieve the research objectives (Slade and Prinsloo, 2013). Moreover, researcher has given huge consideration towards not selecting any question which can hurt the feelings of any respondents. Moreover, there has also given focus towards not to include any question related to sexism, casteism or any personal question. In like manner, while collecting the secondary data, researcher has given focus towards only referencing the data from the reliable data sources while doing proper in-texting and referencing to provide them respect for their findings (Slade and Prinsloo, 2013). The issues related to plagiarism, copyright and patents are also considered. Additionally, there is huge consideration given towards following the rules, regulations and terms of university so that while submitting the report no issue can take place.

3.11 Research Limitations

The research limitation of this study is that in this research, only the sample size of 5 respondents have taken by the researcher for the interview purpose and 100 respondents for survey purpose which has created limitation towards the development of reliable research outcome. So, there is an opportunity for the future researcher to use large sample size which will remain supportive to offer the information on a wider perspective and will enable to increase the reliability of the study (Ong, 2012). Moreover, there is a time and cost limitation which has limited the research outcome. So, there is a scope for the future researchers to undertake the research while increasing the time and cost limitation.

3.12 Summary

From the above chapter, it can be summarized that in this paper, researcher has taken interpretevism philosophy while applying inductive approach. At the same time, for primary data collection, interview method is used and for secondary data collection researcher has reviewed various literature. Moreover, in this research, the sample size of 5 respondents has taken for the interview purpose and they are selected on the basis of non-probability technique. These respondents are the manufacturers of the AR technology and the employees of luxury fashion brand where AR technology is used in the stores. Moreover, 100 respondents are selected for the survey purpose on the basis of probability technique and the respondents are the consumers. For the purpose of research choice, mixed (quantitative and qualitative) choice has taken. In like manner, for data analysis, descriptive data analysis approach is used. Additionally, researcher has given huge consideration towards the utilization of ethical parameters and also has described the research limitations.

Chapter 4: Results

4.1 Introduction

In this chapter, researcher has evaluated the primary findings on the basis of the collected data which are collected on the basis of interview and survey questionnaire method. It has enabled to evaluate the views, perceptions, suggestions and many other parameters of the respondents regarding AR technology. In this research, researcher has given huge focus towards producing reliable research outcomes and to complete the research on time. The sample size of 5 respondents is taken for this purpose. These respondents are AR manufactures and the employees of luxury fashion stores of India who are handling AR technology within the stores. At the same time, for the survey questionnaire analysis, 100 customers of India are taken as respondents to analyse their experience in the context of augmented reality. For this purpose, qualitative as well as quantitative approach is used by the researcher. It has supported to represent the manufacturer, employees and consumer views in an effective manner (Brannen, 2017). This section remained highly assistive to offer detailed understanding regarding the research topic and has supported to conclude the study in a right direction.

4.2 Interview Result

4.2.1 Profession

In the context of profession, it is identified that the respondents are of different profession. There are 2 owners of AR and 3 employees of luxury fashion store. The reason behind selecting the owners of AR and employees of luxury fashion store is that it remains supportive to understand the point of view from different perspectives which remain supportive to offer in-depth knowledge regarding the study.

4.2.2 Great Brand Experience

In the context of defining the great brand experience, different respondents have shown different perceptions. One of the respondents stated that “great brand experience consists emotional connect via communication, interactive experience and good use of technology.” At the same time, second respondent stated that “great brand experiences are technology driven and lead to multiple points of interaction with the customer. Customer is surrounded by multiple digital platforms like mobiles, tablets and smart televisions. Brands must be present on all of them to directly interact with the customer in an interactive way.” Moreover, one of the respondents stated that great brand experience can be defined as “visually appealing, interactive and bespoke.” In like manner, other two respondents have stated that good brand experience remains supportive to create long term consumer engagement and effective emotional connection with the brand.

4.2.3 Fashion Luxury Brands and Experiential Marketing

In the context of are fashion luxury brands incorporating experiential marketing, it is identified that all the respondents agreed that most of the luxury brands are moving away from traditional modes of marketing and are now focused on experience based marketing as experiential marketing is the new age form of marketing as it incorporates two way communication between the brand and its consumers. Moreover, the interview findings have supported to find that all the respondents agreed that at a moderate extent fashion luxury brands are incorporating experiential marketing.

4.2.4 Experiential Marketing and Product Attributes

From the data of the interview, it is identified that all the respondents agreed that experiential marketing will not overpower the product attributes in future. However, in this context, one of the respondents stated that “sometimes the technology used to attract the consumers is so powerful that it forgets the product attributes. However, the technology is supposed to move around product features and enhance consumer’s knowledge about them.”

4.2.5 Customer Loyalty, Long-Term Engagement or Generating Purchase

From the interview result, it is analysed that al the respondents agreed that including AR technology leads towards customer loyalty, long-term engagement and generating purchase. In support of this, one of the respondents stated that “A large number of companies that have implemented AR in the correct way, have seen higher conversion rates. Example: Furniture try-on leads to about 7% conversion rates compared to the regular 2% in some cases.” At the same time, one more respondent agreed that “Augmented Reality is very powerful it improves customer experience with emotional engagement, understanding and loyalty.”  

4.2.6 AR Experienced and Implementation in Marketing Campaigns

Interview result has supported to identify that all the respondents agreed that they have experienced AR but all of them have not implemented AR for marketing campaigns. In this context, out of five respondents, one of them stated that “Yes, have experienced and implemented AR for brands to market themselves by creating AR experiences at Mall Activations.” However, in the contrary, other respondent stated that “Yes, I have seen many brands using it like Wills Lifestyle, L’oreal and few more. I have not implemented it however; I have observed brands having a great consumer response with the use of AR.”

4.2.7 Outcome of use of AR

In the context of outcome of the use of AR, it is analysed that all the five respondents agreed that this technology remains supportive to increase the level of customer satisfaction and increases the chances of customer engagement. In this context, one of the respondents has stated that “I have observed great outcome most of the time, as it increased the customer engagement and increase in sales. When the customers see these technologies in a store, they stay in the store for a longer duration which further increases their chances of buying.” Moreover, other respondent stated that “consumer engagement went up by 300% average and create a wow factor for passer bys who were gathering up to participate and watching other people participate.”

4.2.8 Preferable Technology

According to the views of all the respondents, it is identified that different respondents have different point of view in the context. Three respondents agreed that AR is the preferable technology for the luxury brand stores as it is less costly and more effective however, one of the respondents stated that “VR, as in VR you are able to control and create the complete environment, thus the customers experience. There is no dependency on external factors like camera calibration, tracking and recognition.” On the other respondent depicted that “both are the best technology for the luxury brand stores.”

4.2.9 Challenges

Interview results have shown that there are different challenges which are faced by the luxury brand stores while implementing AR technologies. In this context, one of the respondents depicted that the major challenges are poor understanding of the topic and inability to define a long term strategy using AR. At the same time, another respondent stated that “the major risk according to me is lack of trained staff; sometimes the experience created is very poor.  Moreover, the consumers are also not exposed to augmented reality therefore, the lack of exposure is a major challenge they need to educate the market. If the people are exposed to it then it will be more accessible in the market.”

4.2.10 AR and Future of Luxury Retail Stores

From the interview result, it is evaluated that AR being applied in the future by luxury retail stores on various perspectives. In this context, different respondents agreed to following point of view: enhancing customer experience, customer’s mood and previous spending tastes and preferences, multiple layers of information, try on multiple products and combinations quickly and motivating the buying behaviour of the consumers’ perspectives. One of the respondents stated that “in future, brands will start using built-in facial recognition technology to adjust sales as per customer’s mood and previous spending tastes and preferences. There will be no checkout counters when a customer leaves the store. AR will play a major role in future retail environment.”

4.2.11 Technology and Core Future of Luxury Retail Stores

From the interview finding, it is identified that technology is going to be the core of future luxury brand experiences as it remains highly supportive for the luxury fashion store to increase competitive advantage and long-term sustainability in the industry. Views of one of the respondents are that “At the point of sale experiences, technology will play a huge role in:  understanding consumer behaviour, analysing customers retail journey, enhancing product experience and making purchases and check out seamless.”

4.2.12 Recommendations

In the context of recommendations for the fashion luxury brands as they use AR in store, different respondents have given different response. In this context, one of the respondents opined that “use of Augmented reality should be assisted by a trained sales professional and not left to the customer alone, use simple and clean interface with the product in the centre should be created and need high quality camera and powerful hardware.” At the same time, other respondent agreed that “A fully trained staff must be employed in order to increase the customer understanding. In addition, the experience created should be long-term.”

4.3 Survey Questionnaire

4.3.1 Gender

Table 1: Gender

OptionsResponseAnalysis – Percentage (%)
Male4343
Female5757
Total100100

Figure 1: Gender

Fashion

From the above graph, it can be determined that females have shown more eagerness to share their views for the survey and their percentage is 57%.

4.3.2 Age

Figure 2: Age

Fashion

Above graph has supported to analyse that most of the respondents of the survey belongs to the age group of 31 to 40 (51%). However, the percentage of 41 to 50 is also 22%.

4.3.3 Annual Income (in GBP)

Figure 3: Annual Income

Fashion

Above data has supported to analyse that most of the respondents lie between the incomes of 30,001 – 40,000 GBP and their percentage is 39%.

4.3.4 Luxury Fashion Consumer

Figure 4: Luxury Fashion Consumer

Fashion

Above pie chart has enabled to evaluate that for this survey purpose, researcher has majorly approached to the luxury fashion consumer and their percentage is 83%.

4.3.5 Lifestyle

Table 2: Lifestyle

OptionsResponseAnalysis – Percentage (%)
Thinkers1515
Achievers1717
Experiencers 2727
Believers1111
Strivers1818
Makers 1212
Total100100

Figure 5: Lifestyle

Fashion

From the above table and chart, it can be analysed that the respondents have different personalities as there are 15% thinkers, 17% achievers, 27% experiencers, 11% believers, 18% strivers and 12% makers.

4.3.6 Spend on luxury fashion products

Table 3: Expenditure

Options (in GBP)ResponseAnalysis – Percentage (%)
0-1000 2222
1001-30004242
3001-50001919
5001-70001111
7001 and more66
Total100100

Figure 6: Expenditure

Fashion

From the above facts, it can be analysed that most of the respondents spend 1001-3000 GBP on luxury fashion products per year. The percentage of the respondents who lie under this parameter, there percentage is 42% however 22% respondents agreed that they spend up to 1000 GBP per year on luxury fashion products.

4.3.7 Brand Experience and Sales

Figure 7: Brand Experience and Sales

Fashion

Above pie chart has supported to analyse that most of the respondents have shown consensus that that a good brand experience further leads to generation of sales. In this context, 86% respondents have shown consensus however, 14% respondents have shown denial.

4.3.8 Technology and experience

In the context of this open- ended question, respondents have answered about different technology interaction within the retail store such as smart shelves, beacons, magic mirror, Google Glass, Sony Smart Eye glass, Microsoft Holo Lens augmented reality, virtual reality, virtual apps, etc. Most of the respondents stated that they feel excited after getting interacted with the technology as it has supported to increase the buying experience.

4.3.9 Interaction with AR Technology

In this context, it is identified that different respondents selected different options however most of the respondents agreed to the option of makeup try-on.

4.3.10 Increasing Level of Competition Decreases Brand Loyalty

Table 4: Competition and Brand Loyalty

OptionsResponseAnalysis – Percentage (%)
Strongly agree2828
Agree4545
Neutral99
Disagree1313
Strongly disagree55
Total100100

Figure 8: Competition and Brand Loyalty

Fashion

From the above table and chart, it can be analysed that (28% + 45%) 73% respondents agreed that increasing level of competition creates issue towards the brand loyalty of the luxury fashion brands. However, 18% respondents have shown denial to the above statement as well as 9% respondents remained neutral.

4.3.11 Feeling

Table 5: Feeling

 

Options

ResponseAnalysis – Percentage (%)
Highly Excited2828
Excited5656
Normal99
Not excited77
Total100100

Figure 9: Feeling

Fashion

In the context of excitement, it was analysed that (28% + 56%) 84% respondents agreed that they feel excited when they come across any such technology used by brands in their stores. However, 9% respondents have selected the option of normal and 7% respondents agreed to not excited option.

4.3.12 Need of Product Customization

Table 6: Product Customization

OptionsResponseAnalysis – Percentage (%)
Very often2828
Often3838
Sometimes2929
Not at all55
Total100100

Figure 10: Product Customization

Fashion

Above data has supported to analyse that 28% agreed that they most often feel the need to get their products customised. In like manner, 38% agreed that they often feel the need to get their products customised however 29% agreed to sometimes and 5% to not at all.

4.3.13 Visually Customization Instantly

Table 7: Visually Customization Instantly

OptionsResponseAnalysis – Percentage (%)
Yes8383
No1717
Total100100

Figure 11: Visually Customization Instantly

In the context of visually customization instantly, it is analysed that 83% respondents agreed that it remain supportive to add the value in the product however, 17% respondents have shown denial to this statement.

4.3.14 Trying Clothes on Mirror Magic

Table 8: Mirror Magic

OptionsResponseAnalysis – Percentage (%)
Yes7676
No2424
Total100100

Figure 12: Mirror Magic

In the context of trying on clothes through magic mirror, it is identified that most of the respondents have shown consensus (76) to this statement however 24 respondents have shown denial.

 4.3.15 Mix and Match Products through Magic Mirror

Figure 13: Mix and Match Products

From the pie chart, it is analysed that augmented reality helps to easily mix and match products through magic mirror as 89% respondents have shown consensus from this statement.

  4.3.16 Augmented Reality and Brand Loyalty

Figure 14: Brand Loyalty

Above data has supported to evaluate that 65% respondents agreed that the use of augmented reality allow increasing the brand loyalty and play a major role for luxury fashion firms which reflects that AR remains helpful to increase the brand loyalty.

4.3.17 Augmented Reality and Buying Experience

Table 9: Buying Experience

OptionsResponseAnalysis – Percentage (%)
Strongly agree3838
Agree4040
Neutral33
Disagree1414
Strongly disagree55
Total100100

Figure 15: Buying Experience

From the above data, it can be evaluated that as 78% respondents agreed that the use of augmented reality play a major role for luxury fashion firms to improve the buying experience, it can be analysed that there is a relationship between technology and brand loyalty.

  4.3.18 Augmented Reality and Ease in Selection

Figure 16: Ease in Selection

From the above graph, it can be analysed that 59% respondents agreed that the use of augmented reality makes it easy to choose the fashion luxury products. However 32% respondents have shown denial to this statement and 9% respondents remained neutral.

 4.3.19 Augmented Reality and Faith

Table 10: Faith

OptionsResponseAnalysis – Percentage (%)
Strongly agree2121
Agree3737
Neutral77
Disagree2828
Strongly disagree77
Total100100

Figure 17: Faith

From the above data, it is evaluated that 21% respondents strongly agree that the utilization of AR remains supportive to increase the faith of the consumers towards the product. At the same time, 37% respondents remained agree, 7% neutral, 28% disagree and 7% strongly disagree.

 4.3.20 Augmented Reality and Buying Behaviour

Figure 18: Augmented Reality and Buying Behaviour

From the above graph, it can be stated that the utilization of AR technology influences the buying behaviour as 65% respondents have shown consensus to this statement.

Chapter 5: Discussion

5.1 Introduction

In this chapter, researcher has discussed the research findings in which primary results of the research have correlated with the secondary findings. In this context, researcher has interpreted the research outcome on the basis of primary data which has supported to conclude the research finding in the right direction while giving concern towards research objective. It has supported to offer detailed understanding regarding various perspectives related to AR technology and has supported to develop reliable and relevant research outcome. This section remained highly assistive to offer detailed understanding regarding the research topic by offering in-depth understanding regarding the research topic on the basis of survey findings, interview and literature review. Furthermore, it has supported to conclude the overall study in an effective manner. For the interview purpose, researcher has utilized face-to-face interaction, email communication and telephonic conversation. For conducting the study adequately researcher has translated the communication in English as the respondents are Indian and they have chosen the preferable language Hindi for the purpose of communication which has supported them to share their views in an adequate manner regarding the AR technology.

5.2 Discussion

From the survey data, it is analysed that in this research, the percentage of female respondents is higher as compared to male respondents which reflects that female consumers are more concerned about purchasing luxurious fashion brand. At the same time, the context of age, it is identified that most of the respondents lie between the age group of 31 to 50. Above result has shown similarity with the findings of AkdenizAr & Kara (2014) that these age group personalities are the target customers of luxury brand as luxury brand remains expensive and less affordable for younger age groups. These age group personalities need the user interface and experience design to play a big role. In the context of income, it is identified that most of the respondents belong to 30,001 – 40,000 GBP annual income, which reflects that these group are major customers of luxury brand. In this survey major respondents are luxury fashion consumers which have supported to increase the effectiveness of the research outcome. In like manner, it is identified that in the context of lifestyle, it is identified that different consumers have different lifestyle due to different demographic environment. In support of this, Ioannidis et al., (2014) depicted that to sustain in the competitive market environment, it is essential for the firm to utilize different ways and techniques to increase the manifestation and to attract customers in an effective manner.

Furthermore, in the context of expenditure, it is analysed that most of the respondents spend 1001-3000 GBP on luxury fashion products per year. From this, it can be interpreted that there is a room of increasing the buying behaviour and spending of Indian consumers in the context of luxury fashion products as it will remain supportive to boost the store sales. For this purpose, there is a need of utilizing various strategies which will remain supportive to attract the consumers to boost the buying behaviour on the basis of technology as well as other parameters.

In like manner, under brand experience and sales perspective, it is evaluated that most of the respondents agreed that good brand experience leads to generation of sales which reflects that although brand experience remains supportive for increasing the sales but there are various other parameters too which also directly impacts the sales. Above finding has shown similarity with the interview outcomes as one of the respondents stated that good brand experience remains supportive for emotional Connect via communication, interactive experience and good use of technology. This outcome has shown similarity with the findings of secondary research as according to the findings of Kesim, & Ozarslan (2012), there are different luxury firms that use AR technology in the luxury retail stores which enables the firm to offer better service experience and enables to increase the level of satisfaction. From this, it can be interpreted that utilization of effective technology remains supportive to make effective relationship with the consumers as it increases the consumer engagement. It remains highly assistive to increase the level of satisfaction which leads towards increasing the brand loyalty and company sales. Furthermore, in the context of AR, it offers the facility of customization as well which remain supportive to increase interest and make it easy to select the products.

Moreover, in the context of this open-ended question regarding technology and experience, it is identified that there are different technology interaction within the retail store and the advanced technology remains highly supportive to increase the excitement of the consumers to increase the buying experience. From the interview findings also it is analysed that effective utilization of technology remains supportive to increase the customer engagement on the basis of interactive way. Above finding has shown consensus with the research outcome of Abelev et al. (2013) that the implementation of AR support to enhance the experience while increasing the customer engagement. Moreover, it allows making good relationship with the customer while increasing the experience. From this, it can be interpreted that technology remains highly assistive to boost the luxury fashion store sales on the basis of increasing the buying experience. So, luxury fashion stores need to give concern towards the utilization of latest technology to increase the customer experience. In the context of AR/VR, it is identified that the sales of AR is higher than VR which reflects that AR is more advantageous technology as compared to VR.

Additionally, survey outcome has supported to analyse that increasing level of competition creates issue towards the brand loyalty of the luxury fashion brands. However, as 18% respondents have shown denial to the statement which is not the negligible percentage so it reflects that there are other factors also which remains supportive towards increasing the brand loyalty such as services, product quality, etc. From the interview also it is identified that including AR technology remains supportive for the luxury store for increasing the customer loyalty, long-term engagement and generating purchase. Above data has shown similarity with the views of Katz (2015) that augmented reality makes it easy for the customers to choose the products according to their need and desire which remains highly supportive to increase the brand loyalty. From the above discussion, it can be interpreted that technology makes it easy to define the product description in an easy manner which increases the chances of effective interaction with the consumers.

The survey finding has supported to analyse that most of the Indian consumers feel excited when they come across any such technology used by brands in their stores. According to interview findings also it is identified that which reflects that utilization of advanced technology in the store remains assistive to increase the better product experience as it supports to increase the conversion rates. According to literature review findings, it is evaluated that according to the findings of Englander (2012), it is determined that luxury brands target the customers and operate the business majorly from their stores while giving concern towards technology as it enables towards increasing the excitement level of the consumers which enables to increase the brand loyalty.

Survey outcome has supported to identify that most of the respondents feel the need to get their products customised. At the same time, from the interview outcome, it is analysed that implementation of AR technology has supported the luxury fashion store to increase the conversion rates. Above finding has shown similarity with the result finding of literature review that there is a need of offering effective try on technology in the context of luxury fashion brand as it remains supportive to increase the customer satisfaction level as well as company sales. It remains supportive for the consumers to try more than 100 clothes in the time span of just 2 minutes, which is quite interesting and decreases the effort of the sales persons as well as consumers. From this, it can be interpreted that Indian consumers are concerned regarding customization and they get attracted from the latest technology as it remains supportive to fulfil their need in an adequate manner.

From the survey finding, it is analysed that instant visual customization remains supportive to add the value in the product as it allows to get understanding regarding how the product will actually look on a particular individual. At the same time, from the interview outcomes, it is identified that in the context of future, technology will play a significant role in luxury fashion store industry as it remains supportive to optimize the sale experiences and enables to understand the consumer behaviour. It also allows analysing the customer’s retail journey, which remain highly supportive to enhance the product experience, making purchases and check out seamless. Views of Aamodt et al. (2012) has shown similarity with the above discussion that real time 3D visualisation within augmented reality helps in visualising variants of the product which may not be available in the store, such as, colours, higher or lower variants etc. From the above findings, it can be interpreted that instant visual customization remains supportive for the consumers to select the luxury product in an easy manner as it enables to customize the product range according to their wish and can visualize instantly.

In the context trying on clothes through magic mirror, most of the respondents agreed that they prefer to try clothes through magic mirror however few respondents have shown denial to this statement as they feel shy to try on clothes publically. Above finding has shown similarity with the research outcome of Šeric, et al. (2016)that there are large number of implementations are on big screen which remain viewable by multiple people can lead to a bit uncomfortable and awkward situation for few customers which is the major cause a steep drop in acceptance of magic mirror. From this, it can be interpreted that while setting the mirror at the luxury store, there is a need of giving special consideration towards this parameter that there should be privacy at the place where magic mirror is located.

Survey findings have supported to identify that augmented reality remains supportive to easily mix and match products through magic mirror which make it easy and interesting to match the clothes. From the interview also it is analysed that utilization of technology remains supportive to generate experience for consumers which supports to create experience and to leave an imprint in the consumer’s mind while making them connected with the brand.

Secondary research finding has shown similarity with this view as Mohan and Paila (2013) stated that magic mirror remains supportive for increasing the company profit on the basis of cross-sell and up-sell as it remains supportive to offer more informed decisions. From this, it can be interpreted that experiences should be long lasting in nature which can create everlasting impact on customers mind as it remains supportive towards increasing the brand loyalty.

On the basis of quantitative approach, it is evaluated that most of the respondents agreed that the use of augmented reality allow increasing the brand loyalty especially in the context of luxury fashion firms however, the percentage of respondents who are not agreed to this statement there percentage was also not negligible. From this, it can be interpreted that although AR remains helpful to increase the brand loyalty but there are various other parameters too which also play vital role towards brand loyalty such as price, quality, service, etc. and AR is one of the major factors which remain supportive to increase the number of brand loyal consumers. In this context, from the interview finding, it is analysed that AR technology remains supportive to improve the sale experiences while understanding the consumer behaviour and analysing their retail journey which remain supportive for enhancing the product experience and making the purchases easy and interesting and increases the brand loyalty. This parameter has also supported by the finding of Veloutsou, et al. (2017) that AR technology remains supportive to boost the luxury fashion store sales and profitability of the store while increasing the number of brand loyal customers. From this, it can be interpreted that in the context of brand loyalty, technology plays vital role as it remains supportive to increase the customer engagement and excitement.

Survey findings have supported to analyse that augmented reality play a major role for luxury fashion firms to improve the buying experience as there is a relationship between technology and brand loyalty. In this context, from the interview result it is determined that in future, luxurious brands will start the use of facial recognition technology to present the product range according to the customer’s mood, previous spending tastes and preferences. From the above discussion, it can be interpreted that augmented reality remains highly assistive to improve the buying experience of the consumer which further supports to boost the sales of the luxury store. For this purpose, stores give concern towards connecting the store from the mobile app.

Primary data has supported to discuss that the use of augmented reality makes it easy to choose the fashion luxury products in an easy manner but sometimes it increases the chances of confusion as well by providing too many options to the customers. Secondary data has shown consensus to it that AR offers too many options due to which in various cases, customers get lost in the multiple possibilities especially in the context of fashion brands.

Survey result has shown that the utilization of AR remains supportive to increase the faith of the consumers towards the product as it introduces the overall details regarding the product. However, in the contrary, from the interview finding, it is analysed that there are various challenges also associated with AR and the major challenge is lack of trained staff due to which poor experience created. Literature review has also shown agreement from the interview finding that there are various challenges of AR such as technology, customer acceptance, visual quality challenge, etc. which hinder successful implementation of AR. From this, it can be interpreted that for successful implementation of AR technology, it is essential to give concern towards the challenges of AR and to utilize effective strategies to rectify those challenges.

Furthermore, primary findings have supported to analyse that utilization of AR technology influences the buying behaviour of the consumer as it remains supportive to offer ease to the shopping of luxury fashion while offering various user-friendly options which supports to minimize the wastage of time and effort. Moreover, primary findings have supported to evaluate that AR is the preferable technology for the luxury brand stores as it is less costly and more effective and the powerful tool which supports to improve the customer experience with emotional engagement and loyalty on the basis of high quality visuals of the products. At the same time, views of Aitipamulaet al. (2012) have shown similarity from the primary outcome that AR remains highly assistive to offer the layer Information of the product while explaining the added value and USP of the product. It supports to offer details regarding the material, production methodology etc. which remains highly supportive to add the value while creating the uniqueness which supports to make the product desirable.

Above discussion remained highly assistive to offer detailed understanding regarding AR while giving concern towards primary as well as secondary findings. Correlating the primary findings with the secondary outcomes remained highly assistive to increase the relevancy of the study and to understand the study from various perspectives.

Chapter 6: Conclusion and Recommendations

6.1 Conclusion

From this study, it can be concluded that AR technology remains highly assistive for the luxury fashion store to increase the brand loyalty, customer satisfaction, customer engagement, competitive advantage and profitability. This research paper has not only supported to analyse the positive impact of AR but also analyse the challenges and has supported to recommend the ways which can be used by the store to increase the level of customer satisfaction. In this research, secondary as well as primary data collection method is used while giving consideration towards mixed data analysis method which has supported to increase the relevancy. In like manner, there is special consideration given towards reliability which has supported to accomplish the overall study in an adequate manner. This research paper remained highly assistive to achieve the research objectives at a greater extent.

For this purpose, researcher has utilized quantitative data analysis approach which has allowed representing the survey outcome on the basis of graphs, charts and tabling while utilizing the MS-Excel software. At the same time, utilization of qualitative data analysis approach has supported to analyse the views, perceptions, ideas and suggestions of the respondents in the detailed manner. Furthermore, researcher has taken 100 consumers as respondents for the survey which has supported to analyse the views of target consumers in the context of luxury brand. Additionally, 5 respondents are taken for interview who is the manufacturers of AR and the employees of luxury store in which AR is used. Giving concern towards involving quantitative as well as qualitative data analysis approach has supported to offer detailed understanding regarding AR technology and has supported to understand its importance in the context of Indian luxury fashion store. Furthermore, from this study, it can be concluded that there are various ways which can be used by the luxury fashion stores to increase the positive effect of AR technology. Additionally, from this research, it is analysed that the consumers show interest towards latest technology and in this context, AR remains highly assistive to improve the buying experience of the consumers.

  • To identify the relationship between experience and luxury

In this context, this research paper has supported to understand that there is a strong relationship between experience and luxury as while purchasing the luxury brands consumer gives special consideration towards experience. Good experience in the store increases the footfall, sales and the level of customer satisfaction. Due to this reason, luxury fashion stores give special consideration towards buying experience. It allows the store to retain the consumers while attracting them to buy more.

  • To analyse the use of AR in the development of retail strategies by luxury brands

This research paper has supported to conclude that AR technology remains highly supportive for the development of retail strategies by luxury brands. AR technology allows the luxury fashion store to map the overall journey of the consumer, explaining the product, customizing, try-on, cross-sell and up-sell. All these parameters allow the store to boost the customer experience while increasing the level of brand loyalty. In this context, this study has utilized various examples which have supported to understand the importance of AR technology in the context of luxury fashion stores.

  • To evaluate the challenges faced by luxury fashion brands while incorporating AR

From this research paper, it can be concluded that there are various challenges which are faced by the store while incorporating AR. These challenges are related to technology, customer acceptance and visual quality challenges. All these challenges create issue towards the successful incorporation of AR within the store. Before using the AR technology, it is essential for the store to analyse the challenges and risks involved in it as it remains supportive to increase the profit on the basis of positive aspect of AR technology.

  • To recommend the ways for luxury fashion brands for implementation of the strategies effectively

In this context, this study has supported to recommend various ways which can be used by the luxury brand store to successfully implementation of AR technology within the store in an effective manner. Utilization of these recommendations will remain supportive for the Indian luxury fashion stores to increase the chances of successfully utilization of AR technology on the basis of effective strategies.

6.2 Recommendations

There are lots of challenges of implementing the AR technology in the Indian luxury fashion store. However, the intensity of these challenges can be decreased on the basis of utilizing the various strategies. This research has supported to recommend following ways which will remain supportive for the luxury brand stores to implement AR technologies within the organization in an effective manner:

  • There is a need of increasing the concern towards offering adequate training to the sales professionals of the store. It will remain supportive for the store to handle the consumers in an effective manner while offering them great experience within the store. Moreover, there is a need of giving special consideration towards not to left the customer alone. The sales person should explain the use of AR as well as to elaborate the features of the product in an effective manner.
  • In the context of the challenge of feeling of shy, there is a need of giving consideration towards creating the private space for the purpose of try-on. So, consumers can try different products in an easy manner without any hesitation. It will remain supportive to offer hesitation free environment to the employees and will enable the customers to try on different products which will remain supportive to increase the store sales.
  • There is a need of focusing towards simple and clean interface with the product at the centre as it supports to increase the user-friendly interface which enables the consumers to easily utilize the technology and use it for the purpose of easy and comfortable shopping with less effort.
  • It is essential to give concern towards the visual quality as it plays major role in AR. For this purpose, store can pick a studio with CG generalists and people from the domain and PBR as it supports to offer better product results. It supports to enhance the quality which remains supportive for increasing the interest of the consumers.
  • It is essential to understand that AR technology is to add the value of the product not to replace the physical availability. So, the AR representation of the product should be equivalent to the original product. It supports the consumers to customize product according to their choice and preference which remain supportive to offer better suggestions regarding colours, aesthetics and many other parameters.
  • There is a need of giving consideration towards promoting the store on the basis of technology and should discuss about it on social media as it remains supportive to increase the consumer attraction.

Giving consideration towards all these recommendations will allow the luxury fashion store to eliminate the challenge and to implement the AR technology in an effective manner while increasing the profitability and long-term sustainability. It will remain supportive to increase the footfall at the store while improving their buying experience which will further support to increase the level of customer satisfaction and brand loyalty.

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Appendices

  1. Interview Questions

INTERVIEW 1: PREET SINGH (Face to Face Interview)

  1. What is your profession?

I run Zed Interactive – A Visualisation Studio focused on Augmented and Virtual Reality where we create interactive marketing technology.

  1. What would you define a great brand experience?

According to me a great brand experience consists of the following:

  • Emotional Connect via communication
  • Interactive Experience
  • Good use of Technology
  1. Are fashion luxury brands incorporating experiential marketing as a strategy and to what extent?

Most of the Luxury brands are moving away from traditional modes of marketing and are now focused on experience based marketing. A sizable portion of marketing budgets are now being allotted to creation of experience zones in different parts of the country to engage prospective customers.

  1. Do you think experiential marketing will overpower the product attributes in future?

No. It has to be well thought so that its not technology we are showcasing, but the product. Some of the experiences I have seen are more of a technology showcase and not product showcase. This is sometimes because the brand managers are so excited about the technology that the product seems to take a back seat.

5.Is Including AR technology leading to customer loyalty, long-term engagement or generating purchase?

A large number of companies that have implemented AR in the correct way, have seen higher conversion rates. Example: Furniture try-on leads to about 7% conversion rates compared to the regular 2% in some cases.

  1. Have you experienced AR and have you ever implemented AR for marketing campaigns?

Yes, I have experienced and created quite a AR experiences for marketing projects for Clothes, handbags, shoes etc.

  1. What was the outcome of the use of AR and why?

AR leads to the following benefits if well executed:

  • Better product experience
  • Additional layers of information to enable the customer to make a more informed decision.
  • Higher conversion rates

8.Amongst AR and VR, use of which technology is prefered more to be used in the luxury brand stores and why?

AR stands out and needs lesser capital investments.

  1. What are the challenges faced by brands while using these technologies?
  • Poor understanding of the topic
  • Inability to define a long term strategy using AR.
  1. How do you see AR being applied in the future by luxury retail stores and why?

AR will play big role in retail environment for enhancing customer experience by adding layers of information on top of products. One of the major abilities of 3D in AR is to show variants that are not available in store at the moment. In the future we see AR reducing the size and real estate needed for a physical store as it can expand the possibilities of experience within a limited space.

  1. Is technology going to be the core of future luxury brand experiences?

At the point of sale experiences, technology will play a huge role in :

  • Understanding consumer behaviour
  • Analysing customers retail journey
  • Enhancing product experience
  • Making purchases and check out seamless
  1. What would you recommend fashion luxury brands as they use AR in store?
  • Use of Augmented reality should be assisted by a trained sales professional and not left to the customer alone
  • Use simple and clean interface with the product in the center should be created
  • need high quality camera and powerful hardware

INTERVIEW 2: SAURAV BHAIK (Telephonic interview)

  1. What is your profession?

I run Tagbin, developers of Experiential Technology, Products and Solutions that generates futuristic engagement, experience and excitement.

  1. What would you define a great brand experience?

Great brand experiences today are technology driven and lead to multiple points of interaction with the customer.As we know that the new age customer is surrounded by multiple digital platforms like mobiles, tablets and smart televisions. Brands must be present on all of them to directly interact with the customer in an interactive way.

  1. Are fashion luxury brands incorporating experiential marketing as a strategy and to what extent?

Experiential marketing is the new age form of marketing as it incorporates two way communication between the brand and its consumers. New age brands, as you see in today’s world are very focused on engaging their customers with a singular-multi interface experience.

  1. Do you think experiential marketing will overpower the product attributes in future?

No, they will have to blend and co-exist in order to provide great experiences. The new age marketer will also need to have sound understanding of technology to be able to put such experiences today.

5.Is Including AR technology leading to customer loyalty, long-term engagement or generating purchase?

AR primarily leads to customer loyalty as once you are inside the customer’s mobile phone (through an Application), you become the one stop shop for experiencing products from your industry. Example, once you have an application in your phone, which helps you apply makeup, every time you think of buying new makeup products that application will become your go-to tool for experiencing new makeup products before buying it.

  1. Have you experienced AR and have you ever implemented AR for marketing campaigns?

Yes, have experienced and implemented AR for brands to market themselves by creating AR experiences at Mall Activations.

  1. What was the outcome of the use of AR and why?

Consumer engagement went up by 300% average and created a wow factor for passer bys who were gathering up to participate and watching other people participate.

8.Amongst AR and VR, use of which technology is prefered more to be used in the luxury brand stores and why?

VR, as in VR you are able to control and create the complete environment, thus the customers experience. There is no dependency on external factors like camera calibration, tracking and recognition.

  1. What are the challenges faced by brands while using these technologies?

Major challenges are:

  • Understanding the technology and its most favoured implementation
  • Designing the user’s experience
  • Creating high quality visuals.
  1. How do you see AR being applied in the future by luxury retail stores and why?

In future, brands will start using built-in facial recognition technology to adjust sales as per customer’s mood and previous spending tastes and preferences. There will be no check out counters when a customer leaves the store. AR will play a major role in future retail environment.

  1. Is technology going to be the core of future luxury brand experiences?

Nowadays, it is important to integrate technology into all the customer touchpoints which includes online as well as offline which will enhance customers experience which will further lead to generation of sale.

  1. What would you recommend fashion luxury brands as they use AR in store?
  • Create seamless try-on experiences
  • Connect everything to social media for brand amplification
  • Do not provide too many options as it confuses the customers

INTERVIEW 3: MIRDULA SHARDA (Email interview)

  1. What is your Profession title?

I am the Head of Operations and Training at Bobbi Brown, India.

  1. What would you define a great brand experience?

An experience that is visually appealing, interactive and bespoke.

  1. Are fashion luxury brands incorporating experiential marketing as a strategy and to what extent?

Yes, most of the marketing efforts have shifted from pure communication to experience based brand engagement by creating experiences we are able to leave an everlasting impression in our customers mind and create a greater recall value.

  1. Do you think experiential marketing will overpower the product attributes in future?

No, all the experiential marketing is targeted towards product features. Thus it becomes an enabler to the products itself.

5.Is Including AR technology leading to customer loyalty, long-term engagement or generating purchase?

AR is leading to better engagement with much higher sales conversion percentage.

  1. Have you experienced AR and have you ever implemented AR for marketing campaigns?

Yes, the experience is out of the world. The additional layers of information through AR adds lots of value to the customers. I have seen many brands using it as a marketing tool.

  1. What was the outcome of the use of AR and why?

With AR we were able to create a wow experience for our consumers and this further leads to higher engagement.

8.Amongst AR and VR, use of which technology is prefered more to be used in the luxury brand stores and why?

AR is best as it is less costly and more effective.

  1. What are the challenges faced by brands while using these technologies?

. lack of understanding of new technologies

. limitation in terms of hardware capabilities

. high cost of investment

  1. How do you see AR being applied in the future by fashion luxury retail stores and why?

AR will add multiple layers of information to fashion products like materials used, production details and highlighting the novelty element of the product.

In addition to that, it will make shopping and transacting more easy for the customers.

  1. Is technology going to be the core of future luxury brand experiences?

Yes as in the current scenario consumer expectation level is increasing.

  1. What would you Recommend Luxury fashion brands while using AR in store?

Recommendations:

To pick an agency, this has crossed functional experience of technology in your industry

To invest in long term experience creating and not just for product launch campaigns

INTERVIEW 4: VEEPASHA KASHYAP (Email Interview)

  1. What is your profession title?

I am a Fashion Stylist and Visual Merchandiser at an Indian Luxury Fashion label “AnjuModi”.

  1. What would you define a great brand experience?

An effective brand experience is one in which there are quality interactions between the brands, products and consumers. This further leads to long term consumer engagement and emotional connection with the brand.

  1. Are fashion luxury brands incorporating experiential marketing as a strategy and to what extent?

A lot of brands are using various technologies like virtual reality, augmented reality to generate experience for consumers. It is their main aim to create experience so that it leaves an imprint in the consumer’s mind and creates a meaningful connection with the brand.

  1. Do you think experiential marketing will overpower the product attributes in future?

Sometimes the technology used to attract the consumers is so powerful that it forgets the product attributes. However, the technology is supposed to move around product features and enhance consumer’s knowledge about them.

5.Is Including AR technology leading to customer loyalty, long-term engagement or generating purchase?

Augmented Reality is very powerful it improves customer experience with emotional engagement, understanding and loyalty.

  1. Have you experienced AR and have you ever implemented AR for marketing campaigns?

Yes, I have seen many brands using it like Wills Lifestyle, L’oreal and few more. I have not implemented it however; I have observed brands having a great consumer response with the use of AR.

  1. What was the outcome of the use of AR and why?

I have observed great outcome most of the time, as it increased the customer engagement and increase in sales. When the customers see these technologies in a store, they stay in the store for a longer duration which further increases their chances of buying.

8.Amongst AR and VR, use of which technology is prefered more to be used in the luxury brand stores and why?

Both are the best technology.

  1. What are the challenges faced by brands while using these technologies?

The major risk according to me is lack of trained staff, sometimes the experience created is very poor.  Moreover, the consumers are also not exposed to augmented reality therefore, the lack of exposure is a major challenge they need to educate the market. If the people are exposed to it then it will be more accessible in the market.

  1. How do you see AR being applied in the future by fashion luxury retail stores and why?

AR will largely be implemented as a virtual try on technology for retail stores to enable the consumer to try on multiple products and combinations quickly.

  1. Is technology going to be the core of future luxury brand experiences?

There is a need of increasing the consumer engagement in which technological advancement remains highly assistive.

  1. What would you Recommend Luxury fashion brands while using AR in store?

A fully trained staff must be employed in order to increase the customer understanding. In addition, the experience created should be long-term.

INTERVIEW 5: JASMINE KAUR

  1. What is your profession title?

I​ ​run​ ​The​ ​Green​ ​Snack​ ​Company​ ​in​ ​India.​ ​I​ ​was​ ​the​ ​Ex​-​Brand​ ​Manager​ ​at​ ​GUESS​ ​India.

  1. What would you define a great brand experience?

Good brand experience remains supportive to create long term consumer engagement and enables to develop effective emotional connection with the brand.

  1. Are fashion luxury brands incorporating experiential marketing as a strategy and to what extent?

Yes, in the current scenario, most of the marketing efforts are shifting towards pure communication and supports to increase brand engagement by creating positive experience which offers everlasting impression in the mind of the customers.

  1. Do you think experiential marketing will overpower the product attributes in future?

I do not think so.

5.Is Including AR technology leading to customer loyalty, long-term engagement or generating purchase?

Yes, it remains highly supportive towards all these parameters.

  1. Have you experienced AR and have you ever implemented AR for marketing campaigns?

Yes, I have experienced and it has enabled us to boost the sales during the marketing campaigns.

  1. What was the outcome of the use of AR and why?

AR remains supportive to increase the product experience and increases the store sales.

8.Amongst AR and VR, use of which technology is prefered more to be used in the luxury brand stores and why?

According to me, AR is the best for the luxury brand stores.

  1. What are the challenges faced by brands while using these technologies?
  • Increase in cost
  • Increase in the need of training
  • Utilization various hardware and software
  1. How do you see AR being applied in the future by fashion luxury retail stores and why?

AR will remain supportive to increase the company sales by motivating the buying behaviour of the consumers on various perspectives.

  1. Is technology going to be the core of future luxury brand experiences?

Technology remains supportive to attract the consumers and to increase the engagement time as well.

  1. What would you Recommend Luxury fashion brands while using AR in store?

There is a need of increasing the concern towards professional training of the employees so that they can guide the consumers effectively.

 

  1. Survey Questionnaire

My name is MehruSingh, I am a Masters student at IstitutoMarangoni, London. I am completing MA in Fashion & Luxury Brand Management.

The questionnaire has been designed in order to collect data in regards to Augmented Reality in Luxury Fashion Brand. This survey will take approximately 5 minutes to complete. All gathered data will be used for the sole purpose of the dissertation research.

Thank you for your time and participation.

  1. Demographic Information
  2. Gender:
  • Male
  • Female
  1. Age group:
  • Below 20 years
  • 21-30 years
  • 31-40 years
  • 41-50 years
  • Above 50 years
  1. Please specify your disposable annual income (in GBP)
  • 20,000 or less
  • 20,001 – 30,000
  • 30,001- 40,000
  • 40,001 – 50,000
  • More than 50,000
  • No income
  1. Are you a luxury fashion consumer?
  • Yes
  • No
  1. How would you describe your lifestyle?
  • Thinkers: research about the product
  • Achievers: use prestige products to show success, peer conscious
  • Experiencers: always looking for entertainment, up-to date on fashion, Like to own “it” stuff
  • Believers: choose familiar products, not looking for change
  • Strivers: wear their wealth
  • Makers: prefer value over luxury
  1. Survey Questions
  2. How much do you spend on luxury products each year?
  • 0-1000 GBP
  • 1001-3000
  • 3001-5000
  • 5001-7000
  • 7001 and more
  1. Do you think that a good brand experience further leads to generation of sales?
  • Yes
  • No
  1. What type of technology have you interacted with in any retail store and how did you feel, describe your experience? (Open-ended question)
  • ___________________________________________________________________
  • ___________________________________________________________________
  1. Following are the examples of AR technology used in luxury fashion brand stores. Have you ever interacted with any of these before? (Please tick amongst the following)
    1. Magic Mirror
    2. Makeup Try-On
    3. RFID
    4. Jewellery Try-On
    5. Do you agree that increasing level of the competition creates the issue towards the brand loyalty of the luxury fashion brands?
  • Strongly agree
  • Agree
  • Neutral
  • Disagree
  • Strongly Disagree
  1. How do you feel when you come across any such technology used by brands in their stores?
  • Highly Excited
  • Excited
  • Normal
  • Not excited
  1. How often do you feel the need to get your products customised?
  • Very often
  • Often
  • Sometimes
  • Not at all
  1. Would it add value if products could be customised visually instantly?
  • Yes
  • No
  1. Will you prefer trying on clothes through a magic mirror?
  • Yes
  • No
  1. Augmented reality helps to easily mix and match products through magic mirror. Will it add value if you could buy entire outfit in one store with the help of augmented reality?
  • Yes
  • No
  1. Do you agree that the use of augmented reality play a major role for luxury fashion firms to increase the brand loyalty?
  • Strongly agree
  • Agree
  • Neutral
  • Disagree
  • Strongly Disagree
  1. 12. Do you agree that the use of augmented reality play a major role for luxury fashion firms to improve the buying experience?
  • Strongly agree
  • Agree
  • Neutral
  • Disagree
  • Strongly Disagree
  1. Do you think that the use of augmented reality makes it easy to choose the fashion luxury products?
  • Strongly agree
  • Agree
  • Neutral
  • Disagree
  • Strongly Disagree
  1. Do you agree that the utilization of AR remains supportive to increase the faith of the consumers towards the product?
  • Strongly agree
  • Agree
  • Neutral
  • Strongly disagree
  • Disagree
  1. Do you agree that the utilization of AR technology influences your buying behaviour?
  • Strongly agree
  • Agree
  • Neutral
  • Strongly disagree
  • Disagree

 Veloutsou, C., Veloutsou, C., Guzman, F., &Guzmán, F. (2017). The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product & Brand Management26(1), pp. 2-12.

Warren, T. (2014) Luxury in Motion: The Precarious State of the Supercar. Luxury1(1), pp. 71-91.

 

 

 

 

 

 

 

 

 

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