Impact of AR/VR in Experiential Marketing – A Study on Style Trio (Ajio, Purple, Zudio)

ABSTRACT Augmented Reality (AR) and Virtual Reality (VR) are innovative digital technologies that are reshaping experiential marketing in the fashion and beauty retail industry. In the modern competitive environment, consumers prefer interactive, personalized, and immersive shopping experiences rather than traditional promotional methods. AR enables customers to visualize products in real-time by overlaying digital elements onto their physical environment, while VR creates immersive virtual environments that simulate real shopping experiences. These technologies reduce purchase uncertainty, enhance engagement, and strengthen emotional connections between customers and brands. Brands such as AJIO, PURPLE, and ZUDIO have adopted AR and VR as part of their experiential marketing strategies to improve customer interaction and satisfaction. By conducting a comprehensive analysis of customer perceptions, this study examines the effectiveness of AR/VR-based virtual try-ons, personalized recommendations, and immersive storytelling in influencing purchase intention and brand perception. The research aims to evaluate whether immersive technologies significantly contribute to customer engagement, satisfaction, and long-term brand loyalty in the evolving retail ecosystem. Keywords: Augmented Reality (AR), Virtual Reality (VR), Experiential Marketing, Customer Engagement, Personalization, Virtual Try-On, AJIO, PURPLE, ZUDIO.