Burberry Rolls Out Augmented Reality Experience

As augmented reality becomes more mainstream, fashion brands are increasingly finding ways to implement the technology to better serve their customers.

British luxury brand Burberry has rolled out an augmented reality experience to bring products to life via Google search. Shoppers can digitally place Burberry products into the world around them using an AR feature. Potential customers can inspect details and get a sense of an item’s scale.

To try it out for yourself, search for the “Arthur Check Sneaker” in Google and tap the “View in 3D” button. You’ll have the opportunity to place the item around you. Use your finger to zoom in or turn the object around to view from all angles.

This isn’t the first try-before-you-buy augmented experience we’ve seen. In 2012, Converse launched “The Sampler” app which allowed users to visualize what a shoe would look like on their foot via AR. Warby Parker made augmented reality part of their experience when they offered a try-on service in their mobile app in 2019, and ModiFace has been pioneering AR try-on for the beauty industry for a decade.

As technology advances, bringing lifelike digital products into our physical surroundings opens up a whole new space where retailing can happen—not physical stores, not eCommerce, but something in between.

 

Amanda Cosco
Amanda is a freelance journalist and consultant focused on the intersection of fashion and technology and the founder of Electric Runway.

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