Apparel sensations Burberry and Topshop are creating a digital, in-store, shopping experience for their customers. At Burberry’s new London, Regent St., store they have implemented 500 speakers and 100 video screens. The company exclaims that the technology has its purpose, in its newest Burberry store that is now the largest in the world.
“Part event space, part innovation hub, part store,” and says it “blurs the physical and the digital to create ‘Burberry World Live’, mirroring every aspect of the website’s rich content from events, to music, to heritage and to the landing page. It gives physical expression to the brand’s most innovative digital launches.”
So there you have it, a shopping experience that provides a concentrated, extra dose of UK glam. It is expected that shoppers might shy away from the whole retail experience and start to view the new location as a couture amusement park. The store will excite customers with mirrors that live-stream fashion shows, a pop-up stage that hosts a Burberry acustic concert and sensory “showers” that mimic the London weather. We all know London is a rainy city.
Topshop has taken social media for a spin and cozied up with Facebook to stream their fashion shows. They’re also getting competitive on Twitter asking brand fans to, in 140 characters or less, review that day’s collection. What does the best tweet win? VIP access to the next runway show. So let the tournament of tweets begin!
Topshop has a very interactive webpage where their fans and followers can download music and order customized clothing. It looks like creating a digital shopping experience is the only way to secure your loyal customers.
Via Material World
