British fashion brand kits out its stores to better connect with “the world’s most digitally powered consumers.”
The UK’s luxury fashion label Burberry opened its flagship store in Beijing earlier this week, complete with the latest digital technology. There are plans to similarly furnish the other 57 stores in mainland China, along with another 43 the fashion group is planning to open.
China is Burberry’s fastest growing market, estimated to become the company’s biggest in five years time. Burberry’s CEO, Angela Ahrendts, explained the reason for the high-tech makeover:
China is home to the majority of the world’s most digitally powered consumers. We want to connect with them in stores the same way we do elsewhere, giving consumers full access to buy what they want, however they want.
The stores will have touchscreens as big as full-length mirrors displaying special collections and staff will carry iPads to help customers order items that aren’t available in their store. Fashion shows will be streamed from other countries, and there will be special Burberry-produced entertainment. Burberry’s other markets will later follow the digital retail model debuted in China.