Amongst the tourist hub of Piccadilly stands the huge new flagship Burberry store. Bridging the gap between fashion and technology, large screens show images of their latest collection with a very impressive sound system throughout, this offers a totally new shopping experience for the West End, that is designed to increase customer engagement and in-store sales digitally.
“Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content exactly as they do online,” explains Angela Ahrendts, Burberry’s CEO.
There is also use of radio-frequency identification technology (RFID), where certain garments, when taken into a changing room or held near certain screens, will trigger relevant catwalk footage and other filmed content to appear. Also, expect virtual rain showers and mirrors that turn into your very own runway when you try on an item of clothing.
You won’t find tills to purchase your goods at, instead you will be directed to a sofa and presented with a swipe machine and your item already packaged.
Christopher Bailey said: ‘We designed it like that because when you’re shopping at home online, you are on the sofa with your credit card. You don’t stand up and queue.’