With a deep and rich history, Burberry is considered and recognized as an iconic luxury fashion brand. Its flagship store located on London’s famed Regent Street has recently undergone a thorough renovation that has seen then 192 year old storefront transformed into a high tech marvel.
Luxury brands, Burberry included find themselves in tumultuous times due to the fact that their clothing and products cater to the upper crust of society in a time when the global economy is in a less than ideal situation. In an attempt to boost sales and corporate image Burberry has elected to bring more awareness to their brand through showcasing their wares in a digitally integrated location.
According to the company executives the idea was to create an experience that simulates the online shopping experience. They stay true to this by featuring elements on both the website and physical store including real-time customer service as well as personalized outfit suggestion.
Interactive elements have been integrated throughout the store from the signage that greets patrons and showcases the layout of the store. According to Read Write Web, several articles of clothing and popular accessories have RFID chips that interact with the store’s mirrors. This feature is used to showcase videos on the fabrication process as well as items that can be paired with it.
When customers have finished shopping they are able to check out online or pay with an actual cashier within the store. This is a nice element considering that an article from Burberry is an investment.
On occasion the combination of 100 mirrors and 500 speakers act in concert to mimic a London downpour, a show even those in fitting rooms are privy to. The store features Wi-Fi to enhance the online integration elements.
For those interested in seeing the store in its glory, check out the video clip below.
SOURCE: Read Write Web
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