Luxury fashion house opens real-world social media store


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.

“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”.

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.

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