Burberry is facing declining sales and needs to reinvent itself. This document proposes that Burberry use mixed reality technology to disrupt its business model. It outlines three potential uses: 1) A "HoloAtelier" where designers can virtually drape and cut fabrics without waste; 2) A "HoloTailor" allowing customization on the shop floor through holograms; and 3) "HoloPopUp" stores that use holograms for fixtures to reduce costs of pop-up locations. The document argues that innovation through mixed reality could help Burberry elevate customer experiences and train employees as other luxury brands experiment with virtual and augmented reality.

1. D I S R U P T I N G B U R B E R R Y :
H O W T H E I C O N I C B R A N D C A N U S E
M I X E D R E A L I T Y

2. What Burberry needs is
a creative overhaul, not just a
corporate shakeup
Bloomberg

3. B U R B E R R Y T O D A Y
The British fashion and beauty brand is in a
state of flux.

4. B U R B E R R Y T O D A Y
A decline in luxury spending saw a 3% fall in
sales in July 2016 and flat revenues of
£423million in the first quarter.
HSBC chief executive Marco Gobbetti said in
June 2017 that Burberry needs to reset, after a
sharp fall in sales growth.

5. B U R B E R R Y T O D A Y
Burberry has plans for £100 million of cost
savings by 2019. Its operating margin currently
trails behind its luxury peers.
Analysts believes Burberry could become a
takeover target if its turnaround fails.

6. B U R B E R R Y T O D A Y
However, Burberry remains an innovative brand,
pushing technological boundaries in-store and
showing a commitment to disrupting the fashion
industry.

7. The brand that is truly doing the
best right now at blurring the
physical and digital worlds is
Burberry.
Scott Davis, Forbes

8. B U R B E R R Y ’ S
C O M M I T M E N T T O
I N N O V A T I O N
Burberry has proved time and again that it is keen
to push the boundaries on and off the hangar.

9. Burberry has abandoned the
traditional fashion calendar,
eschewing seasonal runway
collections in recognition of its
modern global customer.
Completely shifting the way the
British luxury fashion brand
produces, presents and sells its
collections, Burberry hopes to
convert buzz on the catwalk into
instant sales.
The seasonless calendar

10. RFID chips integrated into Burberry
products unlock video content on
smartphones, showing the
processes involved in making the
item, from sketches and pattern
cutting to the customer’s name
being engraved.
The chips also trigger content to
appear on digital mirrors inside
Burberry’s flagship store when the
customer visits.
RFID chips

11. Burberry’s Beauty Box store - the
brand's first till-free retail
environment - has a digital runway
nail bar that uses augmented
reality to enable customers to
digitally test different shades of
nail polish.
After selecting their skin tone,
users place a bottle of nail polish
on a platform to receive a virtual
makeover, no testers necessary.
Augmented Reality

12. Several of Burberry’s competitors
have experimented with virtual and
augmented reality.
F A S H I 0 N ' S
N E X T
F R O N T I E R

13. DiorEyes is a bespoke VR
headset that immerses in-
store customers in the
backstage area of a
fashion show, watching
make-up artists prepare
models for the catwalk.
Dior Charlotte Tilbury Louis Vuitton
By applying real-time
facial tracking and
visualisation technology
to the customer’s
reflection, a touchscreen
mirror allows customers to
virtually try on Tilbury’s
ten signature looks.
A circus-themed
campaign encouraged
users with an augmented
reality app to visit each of
the participating LV stores
in Japan and engage with
interactive shop windows.

14. M I C R O S O F T H O L O L E N S
In March 2016, Microsoft launched
HoloLens, a pair of Mixed Reality
smartglasses, running the Windows
Mixed Reality platform under the
Windows 10 operating system.

15. M I X E D R E A L I T Y
Mixed Reality allows users
to interact with digital
holograms placed within
the physical world. With
Mixed Reality, every
hologram that you see is
informed by real-time
positional data.

16. M I X E D R E A L I T Y
Virtual objects can be
placed on top of tables or
against walls, for example,
with high-level spatial
mapping technology
understanding the
environment the holograms
are situated in.

17. Luxury cognac house
Rémy Martin worked with
Kazendi to launch the first
global Mixed Reality
consumer experience in
Los Angeles to convey the
heritage of Rémy XO.
Rémy Martin Air New Zealand Adobe
Currently in beta, the airline
is working on a program to
help air stewards detect a
passenger’s mood through
visual and audio cues.
Adobe is using Microsoft
HoloLens to visualise sales
data from Amazon Echo,
providing both retailers
with important insights and
customers with a more
personalised experience.

18. Burberry would be the first luxury fashion brand
to use Mixed Reality.

19. W H Y T H E T I M E I S N O W
F O R M I X E D R E A L I T Y
The Fourth Industrial Revolution is upon us.
Whereas the introduction of mechanical production saw the
labour force displaced, the new wave of technologies today are
supporting staff and improving the way they work together. In
turn, more creative and adventurous risks are being taken both
in the design and the delivery of consumer products.

20. As well as giving birth to new
consumer products, the
technological innovations of
the fourth industrial revolution
have the potential to solve
deeper systemic problems
facing the fashion industry at
large.
K a t e A b n e t t ,
B u s i n e s s o f F a s h i o n

21. B U R B E R R Y A N D
M I X E D R E A L I T Y
We have hypothesised 3 potential use cases for
Mixed Reality that would disrupt staff training,
customer experience and brand engagement.

22. 3 U S E C A S E S
Create with the
ephemeral
Deliver the in-
store experience
anywhere
Launch a digital atelier
1
2
3

23. H O L O A T E L I E R
Time is money, and so are materials. HoloLens
allows for the famous Burberry check to be
draped and cut without wastage.

24. HoloLens' spatial mapping allows for
holograms to be intelligently situated
within the environment.
With this technology, virtual material with
the Burberry check can be draped over
physical items - mannequins or bags, for
example - and played with in design
studios without wasting expensive
material.
HOLOATELIER

25. H O L O T A I L O R
Mixed Reality allows a bespoke service to
come to the shop floor. Designing on the fly
without need for physical assets to clutter the
shop floor, HoloLens can become part of the
sales assistant's arsenal.

26. Back in 2011, Burberry launched a
bespoke online service for its iconic
trench coat, offering a choice of seven
different styles and a myriad of design
details.
In 2017, HoloLens allows such a service
to come to the shop floor. Consumers can
select different materials and details,
seen in Mixed Reality, and get to see the
final design on a virtual mannequin.
Explored from all angles, it is a far more
persuasive and evocative tool for those
looking to spend thousands on a trench
coat they can’t yet physically try on or
touch.
HOLOTAILOR

27. H O L O P O P U P
Physical retail offers experience with huge
overheads. HoloLens could bring holographic
POS to pop-up stores to elevate physical
products.

28. Pop-up stores allows brands to enter new
territory without putting down roots and
minimising expense. Still, POS and
specific branding is costly.
While the physical garments can remain
centre stage, HoloLens allows for fixtures
and fittings to become virtual, with
holograms removing the cost and time of
set-up while still allowing for an immersive
experience that sells the brand.
HOLOPOPUP

29. T H E V A L U E O F I N N O V A T I O N
“To not innovate is to die,” Apple chief Tim Cook told Bloomberg.
A bold statement and a lesson learned by the likes of fallen giants
Kodak, Blockbuster and Blackberry.
Microsoft’s first Mixed Reality developer kits have begun shipping,
and a variety of verticals have already utilised Mixed Reality with
positive outcomes. Needless to say, brands looking to innovate
should be considering integrating Mixed Reality into how they can
best serve their staff and customers.

30. D I S R U P T I N G B U R B E R R Y :
H O W T H E I C O N I C B R A N D C A N U S E
M I X E D R E A L I T Y
Interested in finding out more, or requesting a demo of HoloLens?
Contact Colin Gentry, Head of Marketing
colin@kazendi.com
For more information about Kazendi, visit the website: www.kazendi.com
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