Burberry is experimenting with a new shopping tool that allows users to experience the brand’s footwear, bags and clothing through augmented reality.
Using Google Search technology, the AR platform gives Burberry shoppers the ability to visualize products in real life by embedding visual representations in viewers’ surrounding environments.
The tool enhances the online shopping experience by adding greater depth to a consumer’s product research, Burberry said in a statement.
When a shopper searches for a Burberry product, they’re able to see an AR version of the item, at scale, that they compare to other objects in their orbit. A user can place a handbag next to a real-life outfit, for example, to gain more insight into the product’s size and qualities before buying.
To try out the feature, consumers must search specifically for the Burberry Black TB bag or the Arthur Check Sneaker using Google on their mobile devices. The feature is currently only available in the U.S. and the U.K., with plans for an international roll-out across a variety of products over the coming months.
According to a statement on its website, Burberry is continually experimenting with digital innovations like AR tools to feed the “inspiration phase” of a consumer’s purchasing journey.
These tools can create a more exciting and personalized experience for online browsers, who enjoy shopping from the comfort of their own homes but crave the ability to visualize products within the context of their own lives.
The company is also blending the technology with other activations around the world, like the recent opening of a flagship store in Ginza, Tokyo, where shoppers were invited to participate in an exclusive AR experience activated by QR codes.
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In December, Burberry partnered with Google Lens in London to launch a digitally driven popup where shoppers could see an aerial live feed of themselves on their mobile devices, surrounded by a herd of Burberry deer.
Luxury competitor Gucci launched an AR feature designed to allow mobile shoppers to “try on” the label’s sneakers virtually through its iOS app in June of 2019. Customers were able to point their phone cameras at their feet and admire how the shoes look in their real-world environment.
With the appetite for AR and VR retail experiences growing, especially among young, mobile-addicted shoppers, tech innovators are working overtime to create tools that champion virtual engagement.
Los Angeles-based Vntana, for example, has released omnichannel 3D automation software designed to optimize, convert and distribute three-dimensional digital assets for use across the web and in augmented and virtual reality experiences.
The company began by building immersive hologram experiences for household names like Nike, Disney, Microsoft and Nickelodeon, then pivoted to service brands in the fashion space. In 2018, Vntana helped Adidas x Stella McCartney launch an environmentally friendly exercise capsule collection with yoga and kickboxing classes in New York and London led by fitness instructor Julie Nelson, who appeared in hologram form at both locations.
Vntana CEO Ashley Crowder said the demand for 3D experiences in the retail journey has risen because “they help connect consumers with the right products and eliminate uncertainty in the buying journey,” by allowing consumers “to interact with a product, including manipulating it, visualizing it and trying it on.”