The Role of Augmented Reality in Transforming Digital Marketing Experiences for Luxury Brands

Research Article
Open access

The Role of Augmented Reality in Transforming Digital Marketing Experiences for Luxury Brands

Yitong Sun 1*
  • 1 Beijing Institute of Fashion Technology    
  • *corresponding author sunyitong664@gmail.com
AEMPS Vol.187
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-173-0
ISBN (Online): 978-1-80590-174-7

Abstract

Augmented reality (AR) is transforming luxury brands’ digital marketing by seamlessly merging physical and virtual experiences. This paper examines how AR technologies—including virtual try-ons, interactive storytelling, and immersive product displays—enhance customer engagement and reinforce exclusivity in luxury markets. Through case studies of leading brands, the study demonstrates AR’s role in crafting personalized, high-touch experiences that elevate brand perception, deepen emotional connections, and validate premium pricing. Key insights reveal AR’s effectiveness in addressing online shopping drawbacks, such as the inability to physically interact with products, by enabling virtual engagement that mirrors in-store experiences. Additionally, AR fosters intimate connections with luxury items, allowing consumers to explore intricate details and brand heritage digitally. The technology also resonates with younger, tech-savvy audiences who value innovation and interactivity. Ultimately, the research positions AR as a critical strategic tool for luxury brands to differentiate themselves, celebrate their legacy, and adapt to the digital future. By integrating AR, luxury marketers can future-proof their strategies, offering immersive experiences that blend tradition with cutting-edge technology, ensuring relevance in a competitive, evolving retail environment.

Keywords:

Augmented Reality, Luxury Brands, Immersive Experience, Virtual Try-On

Sun,Y. (2025). The Role of Augmented Reality in Transforming Digital Marketing Experiences for Luxury Brands. Advances in Economics, Management and Political Sciences,187,1-6.
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References

[1]. Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of Consumer Psychology, 29(4), 549-563. https://doi.org/10.1002/jcpy.1115

[2]. Pantano, E., Rese, A., & Baier, D. (2020). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services, 53, 101708. https://doi.org/10.1016/j.jretconser.2018.07.010

[3]. Scholz, J., & Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23. https://doi.org/10.1016/j.jretconser.2018.05.004

[4]. Poushneh, A. (2021). Augmented reality in retail: A trade-off between user's control of access to personal information and augmentation quality. Journal of Retailing and Consumer Services, 61, 102535. https://doi.org/10.1016/j.jretconser.2021.102535

[5]. Kim, J., Yang, H., & Kim, B. (2022). Privacy concerns and perceived effectiveness of privacy controls in augmented reality advertising. International Journal of Information Management, 62, 102438. https://doi.org/10.1016/j.ijinfomgt.2021.102438

[6]. McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224. https://doi.org/10.1016/j.chb.2019.07.002

[7]. Bain & Company. (2023). Luxury goods worldwide market study: The rise of phygital experiences. https://www.bain.com

[8]. Gartner. (2023). Market guide for augmented reality in retail. Gartner Research.

[9]. Forbes. (2023, May 15). How AR is reshaping luxury retail—And where it falls short. https://www.forbes.com

[10]. Louis Vuitton. (2023). Annual report on digital innovation. LVMH Group.

[11]. Statista. (2024). Augmented reality adoption rates in luxury retail, by region. https://www.statista.com

[12]. Kim, S., Lee, H., & Cho, Y. (2021). Cultural differences in AR acceptance: A comparative study of luxury consumers in Asia and the West. Journal of Global Marketing, 34(3), 178-195. https://doi.org/10.1080/08911762.2021.1921023

Cite this article

Sun,Y. (2025). The Role of Augmented Reality in Transforming Digital Marketing Experiences for Luxury Brands. Advances in Economics, Management and Political Sciences,187,1-6.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of ICMRED 2025 Symposium: Effective Communication as a Powerful Management Tool

ISBN：978-1-80590-173-0(Print) / 978-1-80590-174-7(Online)
Editor：Lukáš Vartiak
Conference website: https://2025.icmred.org/Bratislava.html
Conference date: 30 May 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.187
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of Consumer Psychology, 29(4), 549-563. https://doi.org/10.1002/jcpy.1115

[2]. Pantano, E., Rese, A., & Baier, D. (2020). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services, 53, 101708. https://doi.org/10.1016/j.jretconser.2018.07.010

[3]. Scholz, J., & Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23. https://doi.org/10.1016/j.jretconser.2018.05.004

[4]. Poushneh, A. (2021). Augmented reality in retail: A trade-off between user's control of access to personal information and augmentation quality. Journal of Retailing and Consumer Services, 61, 102535. https://doi.org/10.1016/j.jretconser.2021.102535

[5]. Kim, J., Yang, H., & Kim, B. (2022). Privacy concerns and perceived effectiveness of privacy controls in augmented reality advertising. International Journal of Information Management, 62, 102438. https://doi.org/10.1016/j.ijinfomgt.2021.102438

[6]. McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224. https://doi.org/10.1016/j.chb.2019.07.002

[7]. Bain & Company. (2023). Luxury goods worldwide market study: The rise of phygital experiences. https://www.bain.com

[8]. Gartner. (2023). Market guide for augmented reality in retail. Gartner Research.

[9]. Forbes. (2023, May 15). How AR is reshaping luxury retail—And where it falls short. https://www.forbes.com

[10]. Louis Vuitton. (2023). Annual report on digital innovation. LVMH Group.

[11]. Statista. (2024). Augmented reality adoption rates in luxury retail, by region. https://www.statista.com

[12]. Kim, S., Lee, H., & Cho, Y. (2021). Cultural differences in AR acceptance: A comparative study of luxury consumers in Asia and the West. Journal of Global Marketing, 34(3), 178-195. https://doi.org/10.1080/08911762.2021.1921023

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