Home Fashion Burberry`s `Retail Theatre` concept

Burberry`s `Retail Theatre` concept


“We are really excited to be launching `Burberry Retail Theatre` enabling the first ever live simultaneous virtual trunk shows in our stores globally. This concept allows us to broadcast our multi-faceted content all over the world, directly to our stores, creating a modern and pure brand environment. Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just seven weeks,” said Christopher Bailey, Burberry Chief Creative Officer.

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Burberry has been developing and testing custom-designed, digitally charged in-store `Retail Theatre` environments with enhanced acoustics and state-of-the-art visual technology, creating the ultimate experience for modern luxury consumers

The technology enables Burberry to broadcast content directly from its global headquarters across all platforms, into stores and onto multiple devices, re-shaping the way consumers engage with the brand and providing unlimited future opportunity both in-store and online.

`Burberry Retail Theatre` will broadcast the brand’s Spring/Summer 2011 womenswear show livestream directly into 25 flagship stores worldwide, creating live simultaneous virtual trunk show events on September 21, 2010.

Customers in store will explore the collection through iPads, where they will be able to buy immediately through a custom-built Burberry app, following a private viewing of the show on high-definition screens spanning 3×3 meters with pioneering surround-sound, creating a heightened show experience.

“Burberry Retail Theatre is at the heart of our retail growth strategy. This investment in cutting-edge technology in partnership with Verizon enables us to more closely connect the Burberry brand with our consumers worldwide. This interactive retail investment will enable long-term sustainable growth well beyond these exciting global digital events” said Angela Ahrendts, Burberry, Chief Executive Officer.

Verizon, a long-term digital solutions partner of Burberry, has developed specifically tailored in-store communications technology, providing the most dynamic interactive networking in a luxury retail environment

Customers at the `Runway to Reality` in-store events and online at burberry.com will be able to purchase pieces immediately from the Spring/Summer 2011 show with delivery in just 7 weeks, ahead of luxury industry delivery times.

This is the fourth time that Burberry will be offering its runway collection for immediate purchase and early delivery since Burberry developed the exclusive `Runway to Reality` concept in September 2009.