Undeniably, the fashion industry is one of the most creative industries that is important to any customer segment. Globally, through engaging clients and boosting sales, Virtual Reality is popping into the newest trend in the fashion industry. India, being one of the most populous countries and having an outsized customer base, can use AR in fashion retailing, which is not used by an outsized number of leading fashion retailers and has just begun to reach the country and many customers are still unaware of AR [47].

                Methodology: Various articles and websites were studied to collect the secondary data and analyze the information.

                Purpose: This paper studies consumer preference, comprehension and acceptability of customers in both e-commerce and physical stores for AR technology. By understanding the knowledge, perception and experience of various consumer segments towards AR, the fashion retail industry will be prepared to know whether the introduction of AR will be sufficiently successful in attracting customers and reciprocally boosting sales or it is not necessary in the current market.

Findings: Augmented Reality can be used by the fashion retailing industry because there will be an improvement in customer experience in buying decisions that can attract customers to the store, which will reciprocally increase sales and profit and result in increased entry of customers into the store and improved brand positioning. Consumers find AR settings attractive, impressive and engaging. In order to achieve greater purchasing intention, it is necessary to amplify interactivity with the product in AR because it improves the attractiveness of the products. Young technology-competent consumers are highly willing to use augmented reality for shopping fashion products. In influencing augmented reality acceptance, social influence plays a serious role.

Keywords: Fashion industry, Augmented Reality, AR in Fashion Retailing.