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Burberry launches new augmented reality shopping tool

28
Feb '20

Pic: Burberry

Burberry has launched a new augmented reality (AR) shopping tool through Google Search technology. The AR tool allows consumers to experience Burberry products embedded in the environment around them, enhancing their research and shopping experience online. Burberry is a leading British luxury fashion house, headquartered in London, England.

When searching for Burberry items using Google Search on their phone, consumers can see an AR version of the product at scale against other real-life objects. For example, a user can place a TB bag next to an existing outfit to gain a better understanding of the product before purchasing and simulating the in-store experience.

The inspiration phase of the decision to purchase is becoming increasingly important for luxury consumers. Burberry is continuously experimenting with digital innovation such as AR to create a more exciting experience and enhance personalised luxury commerce, blending the technology with other activations around the world, the company said in a press release.

To celebrate the recent opening of the new flagship store opening in Ginza, Tokyo, visitors to the store could take part in an exclusive AR experience activated through QR codes. In December 2019, Burberry launched a digital pop-up experience powered by Google Lens in London where users could see an aerial live feed of themselves on their phone, surrounded by a herd of Burberry deer.

To use this latest AR tool, users can search for the Burberry Black TB bag or Arthur Check Sneaker using Google Search on their mobile device. The tool is currently available in the UK and the US, with plans for global roll out for a variety of products over the coming months.

Fibre2Fashion News Desk (GK)

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