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High-end British fashion brand Burberry partnered with the web-based 3D and AR solution platform Vertebrae to offer an AR experience to its online shoppers on Burberry.com.
On the brand’s official website, visitors can closely observe the details of Burberry’s signature Lola bag. The 3D, 360-degree view of the quilted, luxurious bag with a TB monogram stimulates the in-store experience.
For the augmented reality experience on 60 Lola items, users need to press the “View in your space” icon and scan the QR code with a mobile device. Users can then style their chosen Lola bag, create an outfit, and see how it fits. Users can thoroughly explore the bag and, for instance, see the interior pockets when they virtually open it.
Snap Inc., Snapchat’s parent company, is the founder of Vertebrae. Snapchat has already launched the try-on tools on its app for users to try on wearables by using AR technology. Fashion brands, such as Puma and Ralph Lauren, were among the first adopters of the high-tech tool. Prada, Gucci, and Farfetch have also previously employed the feature.
It’s not the first time Burberry has experimented with AR–on Instagram; the brand has offered an exclusive AR filter to promote its products and allow users to try the wearables on.
According to an emarketer report, only 3%of US adult shoppers use AR regularly, and 10% use the tool occasionally. 39% of the respondents aged 18–34 said they were interested in using augmented reality to improve their shopping experience.
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