Classic fashion brand Burberry goes digital once again, but this time with a new flagship store. Located at Michigan Avenue in Chicago, it has been dubbed the biggest flagship in the (Burberry) world. The iconic location is fully equipped to provide customers with all things digital, from iPads for the children to play with and fashion shows on the big screen.
For a long time, Burberry remained stuck to its English roots, with time-to-time modern touches. However, it is now the CEO Angela Ahrendts and creative officer Christopher Bailey, who have in the past few years made all things digital and, of course, mobile. For Burberry staying relevant in a digital world is of the upmost importance.
The trick with Burberry is staying true to its heritage without dating itself among new consumers. Burberry has now done that by taking measures, which it believes has attracted millennial consumers.
The digital strategy also includes the monthly updates at Burberry.com. It has been reported, by Ahrendts, that people are seeking the virtual Burberry experience more often than they are visiting authentic retail locations, worldwide. The company also maintains an internal social network named as Burberry chat.
With many successful digital campaigns in 2012, and an already brilliant 2013, we’re excited to see where the brand will take it next.
Via Associated Press
