Application of Extended Reality (XR) Technologies in the Fashion World

This chapter investigates the transformative application of extended reality (XR) technologies including virtual reality (VR), augmented reality (AR) and mixed reality (MR) within the fashion industry. It ultimately explores how these trends are remapping consumer engagement, marketing, and sustainability with applications such as virtual fitting rooms, digital fashion shows, virtual product launches, and virtual showrooms. Although luxury and fast-fashion firms such as Gucci and H&M demonstrate effective applications of XR, broad adoption is hindered by technological, economic, and perceptual obstacles. The chapter integrates theoretical ideas and case studies to highlight the twin potential of XR: improving customer experiences and fostering sustainable innovation. The conclusion identifies future study directions including customer acceptance, environmental effect assessments, and strategic integration frameworks for XR technologies within fashion retail ecosystems.