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.
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.
When searching for Burberry items using Google Search on their phone, consumers can see an AR version of the high-end 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.
To celebrate the recent opening of the new flagship store opening in Ginza, Tokyo, visitors to the luxury 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 a global rollout for a variety of products over the coming months.
Burberry has announced that it’s taking over Printemps in Paris.
Until 22 March, the British fashion house will take over the luxury department store’s renowned atrium and all eleven of its windowdisplays with a bespoke and immersive experience dedicated to its Spring/Summer 2020 collection.
The custom-built space and windows draw on the animal kingdom – reinforcing both the fashion house’s founder, Thomas Burberry’s and Chief Creative Officer Riccardo Tisci’s recognition of the power and symbolism of animals. To celebrate this theme within Burberry’s Spring/Summer 2020 collection, the installation features animals from Burberry’s and Printemps’heritage – from gorillas and birds to lions and rabbits.
The installation celebrates both institutions’ iconic colour palettes – from Burberry beige to Printemps pink – and features carpets imprinted with the Thomas Burberry logo, contrasting mirrored surfaces and black and white watercolor print walls.
The dedicated space will house Burberry’s latest collection for men and women, including trench coats, hoodies and T-shirts adorned with animal prints, the Burberry Horseferry House logo and the Monogram motif, as well as house’s signature bag offering – The TB family, comprising the TB and the Lola bags in new colourways and fabrications from animal print to canvas. Accessories will also be available to purchase exclusively at Printemps until 22 March.