Augmented and Virtual Reality as Drivers of Consumer Adoption in India’s Fashion Sector

Abstract

The rapid advancement of digital technologies has significantly transformed the global fashion industry, with Augmented Reality (AR) and Virtual Reality (VR) emerging as powerful tools influencing consumer behavior. In India’s fashion sector, these immersive technologies are increasingly being adopted to enhance customer engagement, personalize shopping experiences, and reduce uncertainty associated with online purchases. The Indian fashion industry is undergoing a digital transformation driven by the integration of immersive technologies such as Augmented Reality (AR) and Virtual Reality (VR). These technologies are redefining consumer interaction with fashion brands by enabling virtual product trials, immersive store environments, and enhanced visualization of apparel and accessories. This paper explores how AR and VR influence consumer adoption in India’s fashion sector by improving perceived value, reducing purchase risk, and enhancing overall shopping convenience. This study examines the role of AR and VR as key drivers of consumer adoption in India’s fashion industry by analyzing factors such as perceived usefulness, ease of use, technological trust, and experiential value.