Burberry launches AR shopping tool with Google
After activations in Tokyo in London, Burberry has unveiled its latest augmented reality (AR) experience, a shopping tool that can be accessed through Google Search.
Unlike the brand’s previous innovations, the latest experiment does not require customers of the brand to be at a specific location. Instead, consumers can experience Burberry products embedded in the environment around them, by simply using a smartphone.
By searching for the Burberry Black TB bag or Arthur Check Sneaker on Google Search, consumers can see an AR version of the product at scale against other real-life objects. This can be used, for example, to place a Burberry bag next to an existing outfit to simulate the in-store experience.
Currently available in the UK and US, the tool will roll out for more products over the coming months.
Burberry is using AR to create a more exciting experience for luxury consumers. To celebrate the recent opening of the new flagship store opening in Ginza, Tokyo in November, the brand invited guests to take part in an exclusive augmented reality experience activated through QR codes.
In December, Burberry fans in London could visit a digital pop-up experience powered by Google Lens, which showed users an aerial live feed of themselves, surrounded by a herd of deer.
Burberry said digital innovations such as augmented reality are helping it offer more personalised luxury commerce.
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