UK's Burberry launches first virtual scarf try-on for holiday campaign

The new experience encourages customers to virtually explore Burberry’s iconic scarves and visualise how the brand's best-known accessory will look. It has been developed in partnership with WANNA, a leading provider of AR and 3D experiences for luxury brands, Burberry said in a press release.

The virtual scarf try on is available online on Burberry’s official website and in selected stores. Customers can use their mobile phone camera to experience the scarf styled on themselves in real time.

A variety of scarves, including the brand's cashmere Burberry check and an alpaca wool scarf with Burberry lettering, are available to try on through the virtual experience. The scarves are exhibited in their complete colour palette, resulting in over 50 unique scarves for clients to discover while on the go or from the comfort of their own homes. The experience also includes two classic styling options, folded over or lying loosely around the neck, to allow users to personalise their appearance.

The experience also allows customers to take photographs of themselves while wearing the virtual scarves and includes a direct link to Burberry’s scarf product pages.

“Burberry’s virtual scarf try on experience is an exciting offering that speaks to our British heritage and digital innovation. Recognised globally as a symbol of British luxury, our scarves have protected people from the weather for decades. With this new shopping experience, we are delighted to help our customers find the perfect Burberry scarf to keep them warm this festive season,” said Joshua Schulman, chief executive officer of Burberry.

Fibre2Fashion News Desk (SG)