The rapid advancement of technology has significantly reshaped consumer behavior in the fashion industry, particularly in China, where digitalization has transformed retail landscapes. This study explores the impact of technological innovations—including artificial intelligence (AI), augmented reality (AR), virtual reality (VR), big data analytics, and social commerce—on fashion consumption in China. It examines how these technologies influence consumer decision-making, brand engagement, and purchase behaviors, thereby driving the evolution of the fashion retail sector. By adopting a mixed-method approach, this research integrates quantitative survey data from Chinese consumers with qualitative insights from industry reports and case studies. The findings reveal that AI-driven personalization enhances shopping experiences, AR/VR technologies improve product visualization and reduce return rates, and social commerce platforms like WeChat and Xiaohongshu foster stronger brand-consumer relationships. Additionally, the study highlights the role of data analytics in predicting fashion trends and optimizing supply chains. The results suggest that technology not only facilitates seamless and immersive shopping experiences but also shifts consumer expectations and purchasing patterns. These insights provide valuable implications for fashion brands, retailers, and policymakers seeking to leverage technological advancements for competitive advantage. The study concludes by discussing the challenges of digital transformation, such as data privacy concerns and the digital divide, and offers recommendations for future research.
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