Burberry, the renowned British luxury fashion house, has teamed up with Google Search to introduce an innovative feature that enables users to virtually try on its products. This partnership follows closely after Burberry’s announcement of its Excellence Manufacturing Center opening at one of its production sites.
Accessible on smartphones and tablets, the feature enables users to preview Burberry products in augmented reality (AR) by utilizing Google Search’s “View in 3D” option. Initially launched in late February for customers in the UK and the US, the focus lies in showcasing two specific products: the Burberry Black TB bag and the Arthur Check sneakers.
Through this tool, users can see how the TB bag or sneakers would look on a real person, providing them with a better understanding of how the product would complement their wardrobe. Burberry acknowledges the increasing importance of the inspiration phase in the luxury consumer’s decision-making process.
In the upcoming months, Burberry plans to expand its virtual catalog by including more products, further enhancing the “try before you buy” experience.
The integration of AR technology in the luxury fashion industry is gaining traction as brands strive to engage with customers in innovative ways and offer immersive shopping experiences. AR not only allows consumers to visualize and interact with products in a realistic manner but also helps bridge the gap between online and offline shopping.
By partnering with Google Search, Burberry is capitalizing on the platform’s popularity and reach to enhance its customer experience. This collaboration showcases how technology can be utilized to bring the in-store experience to consumers’ fingertips, empowering them to make more informed purchasing decisions.
With the success of this new AR feature, it is highly likely that other luxury fashion brands will follow suit and invest in similar technologies to remain competitive in the market. The future of shopping is undeniably becoming more virtual and personalized, and Burberry stands at the forefront of this exciting evolution.
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