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How augmented reality is applied by luxury brands?

September 26, 2019

 In the situation that the market has become saturated, it is necessary for luxury brands to find their new ways to differentiate them from others to survive. And augmented reality in luxury is one of the first things they think of.

BMW

BMW is one of the first augmented reality luxury brands, using AR to bring an unique experience for their customers. Customers now are able to explore the brand’s exclusive products in an innovative way that they have never experienced before.

Consumers now can check out a BMW’s interior with augmented reality / Ph: Pinterest

Applying AR in business, BMW allows customers to interact with a three-dimensional image of a chosen car and virtually open car’s boot or doors as well as switch on its light. Add to that, checking out a car’s interior is now possible and customers will feel like they see their selected car in reality.

Dior

Another brand which applies augmented reality in luxury retail is Dior. Many people watch fashion show but there are only a few knowing how to attend such a show in reality. Knowing this, Dior used augmented reality luxury fashion, allowing customers to be closer to their brands.

The luxury brand’s prior idea was just to provide its fans and its customers with a capacity to see what was going on the backstage during a fashion show. Dior developed a virtual reality head-mounted display called Dior Eyes. This kind of display allows the public to see what is going on backstage, how stylists, make-up artists and models are preparing for their performance. Users will be on backstage as a stranger that no one cares about because they are too busy with their work.

De Beers

Online jewellery shopping has always been fascinating, but it comes up with a problem. Customers have no idea of whether this jewellery fit them or not. Now, with augmented reality luxury goods, you can try on jewellery before making a decision without leaving your house. With a click, you now can try any item you like. De Beers makes all these things possible for its Forevermark diamond brand using augmented reality.

Applying augmented reality luxury retail can differentiate a brand from its competitors; thus, boosting its revenue and benefits.

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