𝐁𝐮𝐫𝐛𝐞𝐫𝐫𝐲 𝐬𝐡𝐨𝐩𝐩𝐞𝐫𝐬 𝐛𝐞𝐡𝐨𝐥𝐝 𝐧𝐞𝐰 𝐚𝐮𝐠𝐦𝐞𝐧𝐭𝐞𝐝 𝐫𝐞𝐚𝐥𝐢𝐭𝐲 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲!

We have seen in our previous article how retailers are now using digital storefronts to reimagine the digital shopping experience with augmented reality technology. Kohl’s teamed up with Snapchat to create Kohl’s AR Virtual Closet, which allows users to show off their favorite looks from a curated selection of Kohl’s merchandise. By using a smartphone and the Snapchat app, users can access an AR dressing room, mix and match items, and make a purchase without ever leaving the Snapchat app. Since Snapchat reaches more than 75% of 13 to 34-year-olds, it has aided Kohl’s in deepening relationships with millennial and Gen Z consumers. Nearly 30 times a day, their active everyday users engage with augmented reality.

Recently, Burberry and Google collaborated on an augmented reality shopping experience that can be accessed via mobile web search. Customers who search for a Burberry black TB bag or Arthur Check Sneaker on their smartphone will click on a picture in the results to see a 3D image of the product overlaid on a real backdrop. Burberry’s deployment shows that consumers now appreciate and understand AR technology to the point where it can be made more widely accessible, allowing more customers to enjoy the in-store shopping experience wherever they are.

A gamified social experience will most likely be the next step of augmented retail. Burberry and Snapchat collaborated on an in-store augmented reality game. This corresponds to a recent trend among fashion and beauty brands like Estée Lauder, Gucci, and Miu Miu: Mobile arcade game. As prizes, Burberry’s “B Surf” mobile racing game included AR face filters and characters. Fashion and beauty brands that use this digital entertainment strategy profit from reaching out to new, younger customers.

“We know that they are living in an increasingly gamified environment both online and offline and we are excited that they can join the Burberry community — and explore our new puffer collection — in this way,” said Mark Morris, Senior Vice President of Digital Commerce at Burberry.

AR is a fascinating new way to interact with goods, and these brands are leading the way in terms of digital innovation in the fashion industry. Ulta and Burberry serve as a perfect example and source of inspiration for those who are developing AR campaigns and strategies to change the way people shop and connect. Isn’t it true that the aim of fashion is to make consumers “happy and confident”? Well, InfiVR is an expert in providing Augmented Reality to these fast-paced fashion sections and keeping up with the latest technologies to success.