This study investigates the application of Extended Reality (XR) in the context of fashion retail, focusing on the Wöllner brand. Initially, an indepth analysis of the evolution of Virtual and Augmented Reality was presented, contextualizing XR in the contemporary scenario. The interview with a Wöllner representative revealed that the brand s purchasing journey is marked by the integration between online and physical channels, highlighting the vital role of social networks in building an emotional connection with customers. Challenges were identified related to choosing between casual and sporty during the shopping journey. The research explored the potential of extended technologies, such as augmented and virtual reality, to enhance the customer experience, emphasizing the virtual viewing of looks before purchase. The results seek the implementation of these technologies that can positively impact sales, reducing uncertainty and increasing customer confidence. However, obstacles to the smooth transition between online and offline environments were recognized. The results presentation and analysis section provided a detailed discussion, integrating data with the literature review. As suggestions for future research, it was proposed to explore the personalization of the customer experience in XR, analyze the impact of XR on customer loyalty and investigate the integration of XR with sustainable strategies in the context of Wöllner. These directions point to an important continuation in this field of study, seeking to further improve understanding of the practical implications of XR in fashion retail.