“Growing Influence of Digital Fashion and Virtual Try-Ons”
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Digital fashion and virtual try-on technologies are gaining traction in the luxury apparel market, offering immersive shopping experiences, reducing returns, and enhancing customer engagement through personalized, tech-driven interactions across online and offline platforms
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Brands are leveraging augmented reality (AR) and artificial intelligence (AI) to allow consumers to virtually try luxury outfits, improving convenience, boosting confidence in purchases, and appealing especially to tech-savvy Gen Z and millennial shoppers
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For instance, in September 2024, Gucci partnered with Snapchat to launch a virtual try-on experience, allowing users to digitally test the brand’s luxury sneakers and outfits, enhancing online shopping convenience and brand interaction
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The integration of digital fashion innovations is redefining luxury retail strategies, prompting brands to invest heavily in tech-driven solutions that bridge the physical and virtual shopping worlds, creating futuristic and highly engaging brand ecosystems
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As virtual fashion trends expand, luxury apparel brands embracing AR and AI technologies are expected to differentiate themselves, attract digital-native consumers, and sustain competitive advantage in an increasingly digitalized luxury retail landscape
