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The classic British brand embraces innovative technology and old-world craft at its sprawling new London flagship.
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In celebration of the Lola bag, Burberry has launched a new augmented reality (AR) functionality on Burberry.com which allows customers to virtually place a true-to-scale model . The classic British brand embraces innovative technology and old-world craft at its sprawling new London flagship. In celebration of the Lola bag, Burberry has launched a new augmented reality (AR) functionality on Burberry.com which allows customers to virtually place a true-to-scale model of the signature bag within their environment.
It has also made an effort to use digital to enhance the physical experience, with its flagship store in London laid out to mimic the online website experience, and RFID tags on some of its products which give access to interactive digital content. Burberry can’t predict the future, but it can build an agile, nimble architecture and culture to be ready for it. So, how is this iconic brand leveraging digital transformation to accomplish this and drive growth? Here’s how it works. The digital conveniences of online shopping means we have little need to trudge around the bustling streets of the West End, but there are exceptions to the rule that beckon - Burberry’s new digitally enhanced flagship store on Regent Street.
Burberry‘s ultimate luxury customer service includes futuristic on-screen technology, bespoke digital signage on all floors and clever radio-frequency identification (RFID) which provides audio-visual content on selected items carrying microchips.
In February 2020, Burberry debuted an augmented reality shopping tool through Google Search technology to allow consumers to imagine the British fashion label’s products around them.
Burberry has delivered on this new digitally-focused business model in two key ways: (1) by going all-in on social media and mobile marketing and (2) by creating a model for the ultimate in-store digital experience. But wait, why is digital so important?
In recent years Burberry has shifted its strategic focus to flagship shops around the world, while closing smaller and non-strategic shops and, in wholesale, ensuring it worked with luxury partners. Realizing that the millennial seamlessly traverse through the online and offline worlds, Burberry opened its first tech-enabled flagship store in London’s Regent Street in 2012. This 44,000-sq. Ft. space boasted the tallest indoor retail screen in the world, a digitally enabled gallery, 500 speakers, 100 screens, mirrors that instantaneously . The classic British brand embraces innovative technology and old-world craft at its sprawling new London flagship.
In celebration of the Lola bag, Burberry has launched a new augmented reality (AR) functionality on Burberry.com which allows customers to virtually place a true-to-scale model of the signature bag within their environment. It has also made an effort to use digital to enhance the physical experience, with its flagship store in London laid out to mimic the online website experience, and RFID tags on some of its products which give access to interactive digital content.
Burberry can’t predict the future, but it can build an agile, nimble architecture and culture to be ready for it. So, how is this iconic brand leveraging digital transformation to accomplish this and drive growth? Here’s how it works. The digital conveniences of online shopping means we have little need to trudge around the bustling streets of the West End, but there are exceptions to the rule that beckon - Burberry’s new digitally enhanced flagship store on Regent Street. Burberry‘s ultimate luxury customer service includes futuristic on-screen technology, bespoke digital signage on all floors and clever radio-frequency identification (RFID) which provides audio-visual content on selected items carrying microchips. In February 2020, Burberry debuted an augmented reality shopping tool through Google Search technology to allow consumers to imagine the British fashion label’s products around them.
Burberry has delivered on this new digitally-focused business model in two key ways: (1) by going all-in on social media and mobile marketing and (2) by creating a model for the ultimate in-store digital experience. But wait, why is digital so important?
In recent years Burberry has shifted its strategic focus to flagship shops around the world, while closing smaller and non-strategic shops and, in wholesale, ensuring it worked with luxury partners.
Burberry technology
Burberry store 57th street
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burberry flagship technology|Burberry bond street
