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British luxury fashion retailer Burberry launches its first social retail store in Shenzhen, China, powered by Tencent technology. ‘A store of tomorrow for today,’ Burberry’s first social retail store beautifully blends the physical and social worlds, offering a digitally immersive retail experience.

The Burberry social retail store takes interactions from social media and brings them into a physical retail environment. Through a dedicated WeChat mini programme, customers can unlock exclusive content and personalised experiences and share them with their communities.

The store comprises a series of spaces for customers to explore. Each has its own concept and personality and offers a unique interactive experience. Drawing upon Burberry’s rich heritage, the store celebrates the house codes, including the Trench Coat, Thomas Burberry Monogram, Nature and the Burberry Animal Kingdom.

As Burberry launches its first social retail store, Chief Creative Officer, Riccardo Tisci, said, “I am fascinated by the balance between nature and technology, and the energy that connects the two. This store explores this relationship, blending the digital and the physical realms in an exciting new concept. I wanted to bring this love of the outdoors to life through all the elements of the store, which can be seen in the Burberry Animal Kingdom prints in the café as well as in the fully immersive Trench Experience and even in the small details of the design materials. I really wanted to draw upon these familiar house codes to bring our community together in an interactive journey of discovery.”

Spanning 5,800 sq.ft., the store features 10 rooms offering a truly interactive experience, with features including an interactive window that reflects the viewer’s shape and responds to body movement, creating a unique moment that can be captured and shared with friends. The interactive window also evolves through the seasons to reflect the latest collections and house codes. In addition, all products in the store are labelled with QR codes that connect to digital screens, further enhancing the in-store experience.

As a celebration of the signature Burberry trench coat, the Trench Experience room is designed as a digitally immersive journey through nature, bringing Burberry’s heritage of exploration to life and creating unique and personal content for the customer to share on social media.

Further, the store has a café named after founder Thomas Burberry, the Thomas’s Café – a dedicated space for the Burberry community to connect. Nature and Burberry’s Animal Kingdom are referenced throughout the café space.

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The lockdown stemming from the global pandemic has caused a major shift in shopping patterns and has seen the HNI/ luxury-goods shopper moving to online and digital platforms for all their shopping needs. Capitalizing on this opportunity, the brand has launched an interactive e-commerce website to cater to jewellery patrons all across the globe.

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While we were always active on the e-commerce front, the pandemic has made us evolve our strategies through innovative offerings. Today, we are closely mapping the digital shift and reaching out to our customers through a variety of options that assure them of their safety and convenience. There is a lot of emphasis on reaching out to customers online, keeping our websites live and updated and staying in touch with our loyal customer base. It is a good time for us to engage and be there for customers as well as gauge their interests,” says Alisha Malik, VP – Marketing and E-commerce, Metro Brands Ltd.

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Aside from being digital natives, another quality that sets China’s Gen Z apart from the previous generations of luxury buyers is their penchant for creative content, social media and interactive features.

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Arvind Limited, India’s leading textile-to-retail conglomerate announced the launch of Anti-Viral Textile technology for the first time in India under its brand Intellifabrix.

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