The fashion industry can't stop talking about augmented reality. Virtual try-ons, magic mirrors, and digital showrooms are being hailed as the future of retail. But here's what everyone's tiptoeing around: Do these flashy AR experiences actually convince people to buy clothes?

The irony isn't lost on me. As a marketer, I should be immune to brand loyalty. I know all the tricks and can spot a marketing ploy from a mile away. Yet understanding marketing hasn't made me less loyal, it's made me more appreciative of brands that truly deliver on their promises.