Does Burberry's New Virtual Try-on Experience Signal The Death of In-Person Shopping?

Earlier this month, Burberry launched a new virtual scarf try on experience, using the latest web 3D and Augmented Reality (AR) technology, allowing customers to virtually try on their winter staple in real time. Requiring the use of a front-facing camera, the software provides a wide variety of colours, patterns, and lengths of scarves to style without having to step out the front door. 

As I am typing this, the other window blasts an up-close, live feed, with the iconic Burberry winter scarf wrapped around my neck. I can choose between multiple different styles, and although the software recommends you ‘scan the QR code’ and use my phone for the best user experience, my laptop camera still does the trick (despite the frequent augmented holes that open up as I move the camera). 

This experience is a curious intersection between heritage and modernity, a dynamic that more luxury fashion houses are embracing in this ever-evolving digital revolution. Whilst Burberry was founded in 1856 and is known for its quintessentially British designs; the brand lives in an age of deep technological transformation and must keep up with the frenetic pace of change. For the CEO, Joshua Schulman, this new virtual experience reflects the fusion between Burberry’s “British heritage and luxury and digital innovation”, highlighting the demand for brands to utilise the latest technology to maintain its standing in the industry.   

This speaks to the power of technology to push established brands into the modern age, but begs the question; how will this fusion influence our shopping habits? Is it actually inviting in more consumers? Does it represent the slow death of the in-store shopping experience? And if so, are consumers ready to swap real-life dressing rooms for augmented ones?    

Firstly, one fact is absolute: technology will certainly play a key role in the future of fashion. The use of phygital marketing – a strategy that seamlessly bridges the physical and digital to market products – has skyrocketed since technological products, such as AR, came onto the market. Not only have large fashion houses such as Dior, Louis Vuitton and Gucci welcomed this new, innovative marketing method with open arms, it has also transformed the way outfits are worn and showcased on the runway. 

Milan Fashion Week, particularly, stands out from the crowd for re-writing the fashion runway rule book, experimenting with cutting-edge technology and immersive experiences to give outfits a digital makeover. Talks covered phygital clothing, AR fitting experiences, and the power of AI in sustainable design. However, what was most revolutionary was its runway: attendees were invited to watch the fashion show via an Apple Vision Pro Headset. To take it even further, brands such as Adidas, Tommy Hilfiger and Dolce & Gabbana experimented with a metaverse world called Decentraland at this year’s Metaverse Fashion Show to showcase their new collections. As it seems, these technologies are no longer a fun piece of kit to play around with; but are transforming the way consumers digest fashion. 

WANNA, a company that creates AR devices for luxury brands, is the driving force behind Burberry’s virtual experience. Founded in 2017, it claims to ‘empower brands on their 3D journey, implementing cutting-edge 3D and AR technologies to enhance business outcomes across the entire fashion value chain.’ By mimicking the intricate details of the real product, it lets customers experience these clothes at the tap of a button. The company first launched ‘WANNA Nails’ – a product that allowed web users to virtually try on nail polish colours - and later, ‘WANNA Kicks’, which uses AR to auto-generate sneakers to try on. Since then, the company has expanded to provide a range of virtual items, from shoes, bags, jewellery, watches, clothes and, of course, scarves. 

WANNA’s evolution not only reflects the ever-growing technological revolution, but the increasing demand for companies to keep up with these new technologies. Web design is integral to drive purchasing decisions – without a well-functioning website, users get frustrated and look elsewhere for new products. This is especially true given the move to digital in the past decade, where the demand on e-commerce was pushed to its limits during the COVID-19 pandemic. Consumers had no choice but to shop online, and naturally, online sales increased and have remained above pre-pandemic levels. This placed a heavier demand on brands to improve their websites to ensure a seamless online user experience, driving more virtual footfall and keeping brands in business. 

Yet, this begs the question of how far fashion houses are willing to go with technology. Burberry’s interactive experience is a small glimpse of what the online shopping experience could become: an in-store shopping replacement. Who needs to face the outside world to try on a scarf when you can do it from the comfort of your own home? I’d certainly say a large proportion would opt for the easiest, quickest option. And the evidence is there.  

A whitepaper published by Vogue Business from last August explored the potential of AR tools for fashion and luxury brands. It revealed that 72% of luxury fashion consumers in the UK believe it is important that brands provide AR solutions as part of their shopping experiences. When consumers were asked why they find virtual try-ons useful, “being able to try on products in the comfort of my home” (67%) and “being able to try on as many products as I like” were the two reigning responses reported (63%). 

At its best, these technologies provide one invaluable thing that all consumers want: flexibility. It gives customers a peace of mind when making big purchases while also overcoming obstacles that prevent people from going into stores and trying on pieces, such as disability, mental health issues, working full-time, and general lack of desire. This digital formula is magic for a brand that aims to maximise online sales and customers who want an easy purchasing experience; and hence, it seems a win-win for both sides of the chain. 

However, at its worst it completely eradicates the need for a high-street store. As Vogue’s whitepaper revealed, consumers invite the benefits that technology can provide. On average, most opt for the easiest option: to try on and shop for clothes at home over travelling to a store to do the very same thing. It saves time, and with robust and generous return policies in place, the fear of being stuck with an item is eradicated. 

I do not think stores are ‘dead’ just yet, but rather, these technologies have changed their purpose. Stores have already shifted from a space for purchasing to a space for admiring. Similar to an art exhibition, customers use stores to see the showcased pieces in the flesh. Even so, in most luxury stores, if a customer wants to purchase an item, they are directed to fill their details into an iPad and order from the company’s website. 

So, although these virtual experiences are impressive, they do not mimic the realness of an item. I use stores for this very function: if I am planning a big purchase, I want to get a feel of the product before splurging. I want to see how it looks in the flesh, how it feels, and how it falls on my body. In short: I need to see the real thing.

We are still in the very early stages of this technological revolution. More products are being developed every day; more technology start-ups are being founded to serve brands; and consumers are demanding more. As it stands, stores still have a purpose and will hopefully always serve one. Humans continue to desire real interactions over digital ones. The digital can never imitate the real, and may it always be that way.