In the age of technological development, fashion industry sees the potential of immersive technology on enhancing consumer shopping experience. This study attempts to investigate the influence of consumers perception and Augmented Reality (AR) attributes on the motivation to adopt AR by UK fast-fashion consumers in the age of 18-34 and its impact on consumer shopping experience. Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM) would be adopted to conduct the study.