Burberry inaugurates digitally immersive retail experience

China
Published:  04 August, 2020

The British fashion brand has opened its first social retail store in China’s technology hub, Shenzhen, which seeks to blend both physical and social worlds in a digitally immersive retail experience.

Inaugurated on July 31, Burberry’s new store located in the new Shenzhen Bay MixC development is powered by Tencent technology. The company described the store as “a space of exploration, designed to inspire and entertain luxury customers, where they can interact with our brand and product in new and exciting ways, in person and on social media.”

The concept 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 new social retail store reflects Burberry’s pioneering history of firsts and ambition to continue to push boundaries through innovation and creativity. It is a unique space to test and learn, and to trial innovation that can be expanded to the rest of the Burberry network in China”, said the British fashion label.