The way customers experience branded clothes stores has been completely transformed by the adoption of augmented reality (AR) technology in the retail sector. The goal of this study report is to offer retailers and practitioners useful insights into how augmented reality technology affects in-store consumer experience and purchasing behavior. This study addresses the emotional and cognitive aspects of the customer experience and explores the impact of augmented reality (AR) on brand perception and purchasing behavior. It does this through a thorough analysis of the literature and a quantitative research technique. According to the research, augmented reality technology improves customer happiness, engagement, and purchase choices while fostering immersive shopping environments. Retailers may unleash new potential to engage clients and gain a competitive edge in the market by utilizing AR technology successfully. By filling in gaps in the literature and providing useful advice for utilizing AR technology to turn branded clothes stores into immersive shopping destinations, this research makes a contribution to the field.

augmented reality; customer experience; purchase behavior; immersive retail; brand perception