DGM22707 L7-03 Final Project Presentation Example

Published: 14 Feb, 2025
Category PPT Subject Marketing
University Revensbourne University Module Title DGM22707 L7-03 Final Project Presentation

About This Unit

Gen Z is digital natives demanding successful technological integration by fashion brands that are inclined to affect this consumer group's engagement, attraction and retention in the fashion context (Wang, 2021). The present study aims to investigate the role of Augmented Reality in improving the online shopping experiences and behaviours of Gen Z customers for one of the leading fashion brands, H&M. The research will explore the key aspects influencing online shopping behaviours of Gen Z customers in the context of the H&M brand. The AR is allowing Gen Z buyers to gain access to convenient and comforting online shopping experiences. The extant literature depicted that Gen Z benefits mostly in terms of gaining effectively engaging, immersive and convenient experiences due to the integration of AR in the fashion contexts. The benefits of AR based on the analysis is mostly excluding the issues associated with the traditional shopping experiences as AR is making online shopping more easy, convenient and immersive for the digital natives (Gen Z).

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