Within its app, Burberry created an AR handbag experience that lets users edit a virtual version of the Pocket bag from the label's SS21 campaign. The virtual bags were inspired by the maritime themes of the In Bloom collection, which also plays with elements of modern mythology and fantastical love stories.
The augmented reality experience gives fans of the luxury label the ability to edit the Pocket bag in four different shapes and sizes, and then share their creations on social media. Thanks to augmented reality, the experience from Burberry makes it easy for people to get a sense of the true size of the bags in natural surroundings, as they are shown at scale against other real-life objects.
AR Handbag Experiences
Burberry's App Lets Users Customize a Virtual Pocket Bag in 3D
Trend Themes
1. Augmented Reality Fashion - The trend towards augmented reality in fashion has created opportunities for brands like Burberry to offer unique and personalized experiences to customers through virtual try-ons and customization.
2. Virtual Product Customization - The ability to customize a product in virtual reality opens up new possibilities for brands to offer personalized and easily accessible experiences to their customers, thus creating a competitive edge.
3. Social Media Integration - Incorporating social media sharing features within AR experiences allows brands to increase visibility and viral marketing through user-generated content.
Industry Implications
1. Luxury Fashion - Luxury fashion brands can use augmented reality to offer exclusive and immersive shopping experiences that can increase customer engagement and loyalty.
2. Retail - Using augmented reality in retail environments can improve customer experiences and increase sales through personalized and interactive experiences.
3. Marketing - The use of augmented reality in marketing campaigns provides new ways for brands to engage with their audience and create interactive and memorable experiences.