IDENTIFYING KEY USABILITY CHARACTERISTICS FOR FASHION BRAND AUGMENTED REALITY APPS

This study identifies the key usability characteristics of augmented reality (AR) apps in the fashion industry to improve their effectiveness for customers. To achieve this, a qualitative content analysis was conducted of user reviews for three popular fashion brand AR apps: Gucci, ASOS, and Zara. The study employed four coding categories: visual appeal, consumer engagement, interactivity features, and information accessibility. Our findings indicate that visual appeal, consumer engagement, interactivity features, and information accessibility are critical factors in enhancing the usability and effectiveness of AR apps. Positive reviews highlighted the importance of visual appeal, interactive experiences, personalized recommendations, try-on features, filters, and comprehensive information. Negative reviews highlighted the need for improvement in technical difficulties, confusing navigation, inconsistent product information, and accessibility for users with disabilities. The originality of the study lies in its qualitative analysis of user reviews of popular fashion brand AR apps, providing valuable insights into the usability characteristics that are critical for the success of AR apps in the fashion industry.