With the outbreak of the pandemic, the consumer market has shifted dramatically. Manufacturers of consumer goods and major retail chains are confronted by a global decline in demand, a decline in spending power, and changing customer service expectations (Hofman-Kohlmeyer, 2020). As a result, businesses are forced to develop new advertising strategies to promote their goods and services to achieve business success and compete in a fast-changing economy. Augmented reality and virtual fitting rooms among others, can result in the discovery of new ways to meet client needs in fashion retail. In marketing practice, augmented Reality (AR) is a promising and emerging field (Dacko, 2017). The primary purpose of this research is to demonstrate the potential of using augmented reality virtual fitting room applications for online fashion retailers as a marketing strategy.