COP III - Burberry App Journey to Augmented Reality

In order to demonstrate the proposed augmented reality functionality when using the Burberry app, I have created additional pages consistent with the brands existing app layout/visual language that depict the journey from phone lock-screen to augmented reality visual.

In order to ensure visitors to the store who own the app don’t miss out on the augmented reality window displays, I have proposed that the phone uses location services to prompt consumers when

they are near the store to open the app and thus enhance their experience. The screen would read:

‘Welcome to Burberry Regent Street. Open the app to explore the world of Burberry.’

Consumers would be able to dismiss the prompt or instruct the phone to open the app and discover the augmented reality feature on the home page which, in consistency with the window display, reads

‘Check It Out’ followed by ‘Explore the September 2017 runway collection in augmented reality at our Regent Street store.’ This reinforces the exclusive nature of the experience.

Before entering the augmented reality camera function, and additional page asks the user ‘Missed The Show?’ followed by ‘Watch the looks from the September 2017 show come to life in our Regent Street store windows using augmented reality’ and finally a ‘Get Started’ button. This personal dialogue with the user allows them to feel connected and included with the brand. As the first luxury brand to broadcast their fashion show from London to five international cities simultaneously, live and in 3D in 2010, it is important to both Burberry and the consumer to maintain this level of inclusivity within their brand-consumer relationship.

To engage in the in-app augmented reality feature, all customers have to do is point the camera at the look and, as instructed, ‘TAP THE LOOK TO SEE IT LIVE.’

This will show the inanimate look featured in the window change on the phone screen, live and in motion. The app may be downloaded by anyone with an Apple iOS device.