Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship. Design/methodology/approach An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping. Findings The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show that this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response. Research limitations/implications Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings. Practical implications Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments. Originality/value The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.

This paper explores changes in technology-enabled omnichannel customer experiences in stores over a five-year period (2014-2019). It contributes to the omnichannel-experience-management literature through customer technology-enabled touchpoints within fashion retail. Adopting an exploratory qualitative approach, primary data were obtained using semi-structured interviews with millennial consumers. The findings demonstrate the growing importance of implementing and integrating in-store technologies to improve customer experience. From these, two models are developed: "technology-induced customer experience in-store"; and "technologyenabled customer shopping journey in-store".

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The Centre for Sustainable Fashion and the Global Fashion Conference are delighted that you are joining us at 'What's Going On? A Discourse on Fashion, Design and Sustainability.' Through two days of listening, discussing, watching and debating, we aim to explore the dynamics, challenges and propositions of fashion and sustainability through a design lens. The diversity of our assembled perspectives promises an exciting exploration, through the guiding themes of Power, Nature, Culture and Society. When Centre for Sustainable Fashion set out in 2008, we convened fashion system actors together to co-sense what was happening and what needed to be done. A gap in fashion and sustainability research, education and industry practice became clear. In 2018, as we mark ten years of Centre for Sustainable Fashion, we join forces with the GFC project-also centered in sustainability and commemorating its ten years of existence-and we are very honoured to have your voices with us in London to recognise distinctive new knowledge and practice, challenge contemporary cultures and practices, and to propose how fashion can help us design, to live better, together, in harmony with nature.

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