Fashion Business: Luxury Retailers Leading the way with in-store Technology

Burberry Spring 2013“London’s famous shopping streets have become a hub for retailers that are transforming the way they engage with consumers, and these stores are some of the most cutting-edge in the world. Sophisticated in-store technology is being used to capture the attention of shoppers, and luxury retailers are going the extra step to create a truly distinctive setting. This is setting the bar high for other retailers.

There is a strong contrast between the customer experience in high street stores and luxury. Instead of hustling along clothes rails and pushing through long queues, customers shopping in luxury stores are encouraged to relax and interact with the new technology presented to them.

Burberry launched its flagship store in Regent Street last year, which has been dubbed Burberry World Live. The store includes the world’s tallest retail screen, 550 hidden speakers, screens which turn into mirrors when needed and a hydraulic stage for performances.

It also features RFID microchips in some items of clothing which when worn, transform mirrors into screens showing how the clothes look on a catwalk. There are no till points in this store. Instead, staff are on hand with iPads and credit card machines for transactions.

What Burberry has done is blur the divide between physical and digital; the store was designed to stand as a physical version of its website. The company has made it clear that it wants to be known as a current brand that is in touch with today’s technology and its shop achieves this. . .”

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Photo: Burberry Spring/Summer 2013 Promotional Campaign Photo

Ladybrille Magazine

Founded in 2007, Ladybrille® Magazine is a California based pioneer digital publication demystifying the image of Africans in the west through contemporary African fashion and celebrating the brilliant woman in business and leadership, with an emphasis on the African woman in the diaspora. Our coverage includes stories on capital, access to markets, expertise, hiring and retention, sales, marketing, and promotions.

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