By partnering with Google, the luxury brand is using augmented reality to activate an online shopping experience. The tool was recently released in the U.S. and the U.K., though the brand hopes to expand into an international rollout. Burberry has converted two products for the experience: the Burberry Black TB Bag and the Arthur Check Sneakers—when shoppers Google search these products on their smartphones, they will be able to see the results in 3D, overlaid on a real background. This experience is the latest digital execution by Burberry as the brand continues to innovate its online product releases, according to a Gartner report on the topic. Customers using the AR view could get a more realistic idea of what an item will look like before purchasing it. With Burberry, for example, shoppers can place the sneakers or bag near other items in their actual closet and see how they would look together or in comparison.
AR experiences are becoming more prevalent in fashion marketing, particularly as customers recognize and engage with it more. Virtual shopping can bring the experience to customers wherever they are, and as a result, can improve their experience even when they are not in store. By partnering with Google Search, Burberry may be able to reach more consumers than if it rolled out the experience only on its website or mobile app. Burberry and Google have worked together before—most recently through a Google Lens digital pop-up in London, where customers could see a live feed of themselves on their phone surrounded by a herd of Burberry deer.
Burberry is the latest fashion brand to adopt an augmented reality experience, and with the retail industry predicted to spend $1.5 billion on AR this year, the trend is likely to keep growing in popularity.