MostContagious2012.pdf - Contagious Magazine
MostContagious2012.pdf - Contagious Magazine
MostContagious2012.pdf - Contagious Magazine
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etail /<br />
shopping gets<br />
connected<br />
Burberry World Live /<br />
It may have been a big, exciting year for retail generally, but it’s<br />
also been a big, exciting year for Britishness; in the launch of Burberry’s<br />
new flagship London store, those factors collided to headlinegrabbing<br />
effect. The Regent Street space has been redesigned as<br />
a physical manifestation of the brand’s online experience, from its<br />
acoustic music sessions to Burberry Bespoke and the Art of the<br />
Trench.<br />
Burberry World Live will not only host fashion events, concerts<br />
and performances, but blurs the boundaries between online and<br />
offline retail. RFID tags in the garments trigger relevant multimedia<br />
content, with mirrors turning into screens when entering changing<br />
rooms. On the shop floor, the same system cues making-of videos<br />
when certain screens in the space are approached. Sales staff use<br />
iPads to get real-time stock updates and product specifications,<br />
and clienteling software is used to access customers’ purchase history<br />
and shopping preferences.<br />
The democratisation of fashion may be a keenly debated topic<br />
right now, but what has set Burberry apart from most luxury brands<br />
is the authenticity of the delight it takes in embracing tech and the<br />
passion of younger consumers. <strong>Contagious</strong> 33.<br />
uk.burberry.com<br />
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf<br />
46
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