Burberry is the latest luxury brand to experiment with augmented reality, adding technology from Apple to its smartphone app as fashion retailers look to find new ways to engage with big spenders online.
The luxury goods maker turned to Apple’s ARKit for the tool, which is now live on their app. The augmented-reality feature interacts with users’ camera feeds to digitally redecorate their surroundings with Burberry-inspired drawings by the artist Danny Sangra. The feature, of course, also lets users post the drawing-enhanced photos to social media.
According to Boston Consulting Group, high-end luxury brands are increasingly focused on reaching consumers via smartphones or the web, as two-thirds of luxury purchases are now “digitally influenced.”
And we suppose Apple and Burberry are the perfect matches for the type of app expired, given that former Burberry CEO Angela Ahrendts is now the executive at Apple in charge of its retail store revamp,
The two companies also worked on a joint project with an Apple TV with a Burberry channel featuring broadcasts and live streams of fashion shows.
Other high-end players in the AR game include Christian Dior and Galeries Lafayette. More than 20 million users have downloaded L’Oreal’s Makeup Genius app, whose augmented-reality function lets people test combinations of beauty products on their phones.