The introduction and integration of Mixed Reality (MR) applications in the fashion industry heralds a new era of customization, where consumers actively participate in the creation of their products in a personalized and unique way. Given the way this innovative approach empowers individuals to express their style, it makes it align with the growing demand for products that resonate with personal identity. Having said that, there are several aspects that contribute to the impressiveness of Mixed Reality applications in fashion customization, these include:

• Real-time Visualization and Interaction: MR applications allow users to visualize and interact with customizable products in real-time, merging digital elements seamlessly with the physical world. This capability extends beyond mere aesthetic modifications, enabling consumers to actively engage in the design process and make informed decisions about various elements, such as color, texture, and style.

• Dynamic Product Personalization: Unlike traditional customization options, MR applications offer dynamic personalization. Users can witness the impact of their choices on the product in a merged reality, fostering a deeper connection with the customized item. This dynamic aspect goes beyond static representations, providing a more engaging and iterative customization process. As consumers experiment with different configurations, they become co-creators of their fashion pieces, leading to a sense of ownership and attachment.

• Enhanced User Experience and Brand Loyalty: MR applications elevate the overall user experience by offering a novel and interactive way to engage with fashion brands and products. A research by Kim and Forsythe (2008) suggests that enhanced user experiences, including customization, contribute significantly to building brand loyalty. As consumers actively participate in the design process, they form a more profound connection with the brand, fostering loyalty and advocacy.

• Innovation in Product Design: The incorporation of MR in fashion customization fosters innovation in product design. Brands can experiment with novel concepts and designs, presenting consumers with cutting-edge and avant-garde options. This aligns with the findings of Choi et al. (2019) which highlight the positive impact of innovative and interactive technologies on consumer satisfaction and purchase intention. The dynamic nature of MR applications allows fashion brands to push creative boundaries and introduce products that resonate with evolving consumer preferences.