The Future of Fashion

BUSN08061 Digital Workplaces | 2025/26

The Future of Fashion

Pitching Augmented Reality Try-On to Zara

Youness Alkhader

What is Augmented Reality?

How it Works Accessed via smartphone camera or wearable device

Definition AR overlays digital technology content onto the real world in real time

AR vs VR VR replaces reality. AR enhances it

In Retail Customers virtually try on garments before buying

92% of Gen Z interested in AR try-on technology

(Rock Paper Reality, 2025)

Zara and AR - Where Are They Now?

- AR and AI avatars already integrated into Zara's app - 3D body scanning demonstrating how garments fit and move - Currently limited to pilot markets - such as Spain

"The technology exists. The question is scale."

(Silkke, 2025) (Scrollstop, 2026)

How Would AR Work for Zara Globally

Why Should Zara Invest in AR?

📈 H&M Benchmark 24% increase in click through rates and 45% reduction in production costs (DigitalDefynd, cited in Silkke, 2025)

📱 Organic Marketing Users sharing AR try-on results on TikTok and Instagram generating free marketing content (PreviewAI, 2026)

Benefits and Evidence

📦 Returns Double digit reduction in size related returns already recorded (Silkke, 2025)

🌿 Sustainability Measurable decrease in CO₂ emissions from reduced reverse shipping (Silkke, 2025)

(Silkke, 2025) (PreviewAI, 2026) (DigitalDefynd, cited in Silkke, 2025)

Our Recommendation to Zara

PHASE 3

PHASE 2

PHASE 1

Immediate: Embed AR directly into TikTok and Instagram Stories

Ongoing: Invest in avatar inclusivity Diverse body types and skin tones (Scrollstop, 2026)

Within 12 Months: Global rollout prioritising UK, US, France and Japan

"AR is no longer the future , it's the expectation. Zara must act now."

(Dacko, 2017) (Smink et al., 2020)

AR in Action - See the Technology

Example of Augmented Reality try-on technology in retail

Thank you!