Burberry’s Interactive Flagship Store

British fashion house Burberry are pioneering a unique approach that I hope becomes a common theme in the fashion retailing industry. Customers interact with its collection in a ‘physical digital world’, the flagship store opened on Regent Street in September 2012 with some impressive features. See the video below with commentary and interview from newly appointed Chief Creative & Executive Officer Christopher Bailey for more information. #dsmmcm1314

 

Described as where “the digital world meets the physical” – using technology from the Burberry World website – the store includes a 22ft-high screen – believed to be the largest in a shop, 500 hidden speakers and a hydraulic stage. #dsmmcm1314

However, the smartest piece of technology is the use of RFID microchips (radio-frequency identification) in some of the collection. When shoppers wearing the pieces approach one of the so-called “magic mirrors”, the mirror transforms into a screen that shows a film of how the garment was made and what it looked on the catwalk. #dsmmcm1314

The face of Burberry: Cara Delevingne

#dsmmcm1314

#dsmmcm1314

 

Cara at the live showing of a Burberry Acoustic session

#dsmmcm1314

#dsmmcm1314

The grand store will also hold live music events in association with Burberry’s music label Burberry Acoustic, art exhibitions and stock the entire Burberry ready to wear ranges from it’s high end premium offerings from Burberry Prorsum through to Burberry Brit including accessories and beauty products for men, women and children. 

#dsmmcm1314

#dsmmcm1314

#dsmmcm1314

#dsmmcm1314

From their 2013 H1 figures Burberry have had a 14% increase in global revenue, this begs the question, is an interactive shopping experience the future for the British high street? Reports have indicated that the high street is suffering from the success of online shopping maybe the approach Burberry have taken will become De Rigueur (sorry had to do it) in the not too distant future. #dsmmcm1314

#dsmmcm1314

#dsmmcm1314

 

You can keep up to date with Burberry by visiting the companies website, Twitter and Facebook

By Arjun Sohal

Advertisements