FREMONT, CA: Fashion has always been defined as malleable. It is an industry characterized by new trends, ideas, and innovation and introducing a new wave of collections for all seasons. The industry is transforming, but it is also shifting gears in response to new technology and shifting consumer trends and demands. The coronavirus pandemic crisis has sparked a seismic shift in the fashion industry. There is a shift in consumer mindset; as technology advances, traditional shopping patterns and customer attitudes toward purchases change.

Creating a Difference: Retail is an industry built on experience, selling dreams, and telling stories. Many customers prefer to try before they buy; they anticipate a social experience with each purchase, as well as an exceptional in-store experience. Fashion retailers attempt to make shopping more enjoyable and Insta-worthy through Augmented Reality (AR) and Virtual Reality (VR). Brands anticipate increased sales and brand loyalty as a result of this increased engagement. AR, with its augmented real-world environment, and VR, a virtual reality simulator, are assisting customers in saving time by rapidly narrowing the selection process.

Consider Trying Before You Buy: AR and VR are improving customers' lives by providing a variety of exciting opportunities such as a virtual trial room, try before you buy, try it and take it, try on without taking off, and see my fit–all of which are game changers in terms of saving customers' time and providing a vast array of options to try on conveniently. With virtual storefronts, augmented reality is advancing the digital shopping experience.

Retail Transition: AR and VR have had a profound effect; customers now refer to these technologies as "extended reality" (XR). One fact that cannot be ignored is the impact of AR on ROI; analysts have observed a significant increase in sales and a 25 percent decrease in product returns. Additionally, for instance, with the emergence of WebAR in 2020, the coming years have been accelerated. Excitement, curiosity, fun, and convenience are the proper drivers of the retail revolution.

Characteristics of Reality: Brands such as ASOS (Virtual Catwalk), John Lewis (Visualise Your Space), L'Oreal (Try On), PUMA (LQD Cell Origin Air), Sephora (Virtual Artist), and Macy's with Perch have reached tech-savvy customers and revolutionized shopping habits (An Amazing Place to Shop). These practices increase brands' interaction with customers and improve the window-shopping experience