Burberry, the renowned luxury brand, continues to push the boundaries of technology with its latest launch of the Pocket Bag for their SS21 collection. This time, they have incorporated augmented reality (AR) into the experience, allowing customers to design their own 3D Pocket bag sculptures inspired by the maritime themes of Burberry’s SS21 campaign.
Known for its digital innovation, Burberry aims to enhance the luxury experience for its customers with the introduction of AR. Alongside the interactive AR experience, consumers can conveniently purchase the Pocket bags directly from Burberry’s webstore. To create a more immersive shopping experience, Burberry has integrated an AR tool that enables users to visualize virtual versions of the bags in their surroundings, providing a realistic sense of scale in comparison to real-life objects. This digital simulation replicates the experience of being in-store, even for online shoppers.
The SS21 collection, titled In Bloom, delves into a contemporary fairy tale, weaving together elements of unexpected romance between a mermaid and a shark. Through the AR campaign, customers can design unique sculptures that can be viewed in augmented reality and shared across various social media platforms. By focusing on enriching the customer journey online and bridging the gap between digital content and physical surroundings, Burberry demonstrates its commitment to providing an elevated luxury experience.
By embracing augmented reality, Burberry showcases its dedication to innovation and elevating the luxury experience for its customers. The integration of AR technology enables a more interactive and immersive shopping experience, aligning with the brand’s drive to push boundaries and explore new digital frontiers. As the fashion industry continues to evolve, Burberry’s adoption of AR sets an example for other brands to follow suit and leverage technology to enhance their offerings.
To learn more about Burberry’s AR experience for the Pocket Bag, visit https://www.burberry.com/experiences/pocket-bag/. For more information about the SS21 collection and Burberry’s digital innovations, check out https://www.burberryplc.com/en/who-we-are/our-strategy/innovating-online.html.
