Burberry, the luxury fashion house, has partnered with Chinese conglomerate TenCent’s WeChat to create a new concept store in Shenzhen, China.
The Burberry store combines the physical and social media worlds in a new way; a ‘social retail’ store.
A dedicated WeChat mini-program enables Burberry customers to experience the Shenzhen store physically or digitally. They can use it to look up product information or book in-store appointments; further features include store tours and the capability to book fitting rooms, event tickets and tables at the in-store cafe.
The concept also enables customers to unlock exclusive Burberry content and personalised experiences and then share these with their own communities. The more a Burberry customer engages with the brand, the more rewards they can receive.
The store itself has 10 rooms, each designed to have its own personality and offer a different interactive experience. Products carry QR codes to enable customers to discover more information and three bookable fitting rooms each with their own decor and playlist.
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An unprecedented luxury experience that combines both physical retail and social media interaction, the new @Burberry social retail store in Shenzhen, China, is the first of its kind. Using the power of social media and digital engagement, Burberry unlocks a new form of luxury retail experience with a unique WeChat mini program. Discover what this new space has to offer now on www.lofficielmalaysia.com. #burberry #burberrygeneration #shenzhen #burberryopenspaces #riccardotisci #TBsummermonogram #thomasburberry #thomascafe #thomasburberrymonogram #china #luxuryretail #digitalfashion #深圳 #巴宝莉
“Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces. We test new ideas and push the boundaries of what’s possible. When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers,” said Burberry CEO Marco Gobbetti.
“Together with Tencent, we have pioneered a new concept that will redefine expectations of luxury retail.”
The new store, he added, “marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world”.
— Burberry (@Burberry) July 31, 2020
Famous for its luxury materials, classic tartan patterns and its world-renowned trench coats, Burberry has been in existence since 1856. It also now sells luxury fashion accessories, fragrances, sunglasses and cosmetics.
Since the appointment of Celine’s Marco Gobbetti as CEO in October 2017 and former Givenchy designer Riccardo Tisci as chief creative officer in March 2018, Burberry has been reinventing itself with a new Burberry logo and a fresh take on Thomas Burberry’s heritage.
#ReBurberry: We have worked to drive positive change for our industry for over a decade. We are committed to a zero-waste mindset and have a goal to become carbon neutral by 2022 https://t.co/K2gbK2RaoC#SustainableFashion #CPHFS19 @CphFashSummit pic.twitter.com/DL81nKW70l
— Burberry (@Burberry) May 16, 2019