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.
View or Download >>MCY22107: Technology means increased generation of data, and ensuring security for sensitive data has become a major challenge.
View or Download >>We Discuss About the two companies selected for this formative assessment are- Company 1 The Gap Inc (GPS), and Company 2 The TJX Companies, Inc. (TJX).
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