Xinyue Zhang

This study explores how artificial intelligence (AI) can enhance accessibility and inclusion in UK fashion retail. While AI tools such as virtual try-ons, recommendation engines, and voice interfaces are transforming consumer engagement, their role in supporting disabled consumers remains underexplored. Grounded in interpretivism and guided by the Technology Acceptance Model (TAM), this research uses focus groups to examine how accessibility, trust, and inclusion shape perceptions of AI-driven retail tools. The findings provide both theoretical insights and practical strategies for fashion brands to build inclusive experiences, strengthen brand reputation, and unlock the potential of the “Purple Pound.”