Redefining Customer Experience: Burberry Flagship Store, Regent Street

Burberry is a British luxury fashion brand established in 1856 by Thomas Burberry. The brand, famous for its iconic trench coat is headquartered in London and has been defining the British way of life since 160 years. Few years back the brand launched its website called the Burberry World Live which not only showcased the brand’s merchandise but also featured the upcoming music artists in Britain. This website has three main components: The Art of the Trench, specifically focusing on the iconic trench coat; Burberry Bespoke, the high end products from the brands and Burberry Acoustic, videos of new and upcoming acoustic guitar artists from England.

Burberry World Live became very popular with consumers all over the world and boosted the sales and brand recognition of Burberry even more as many music lovers also browsed through the sites to check Burberry Acoustic and later started liking the brand too.

Keeping in mind the success of Burberry World Live, the brand decided to come up with a brick and mortar store which will a physical manifestation of its online website but at the same time reflects the heritage of the brand. Finally, on 12th September, 2012 Burberry opened a new flagship store in Regent Street, London.

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The store was housed in a heritage property originally built for Prince Regent in 1820 and it took two years of extensive renovations involving the best technicians and traditional British craftsmen to make this ‘heritage’ meets ‘high-tech’ store come alive.

At present Burberry Regent Street store is the most technologically advanced retail store in the world but at the same time it has managed to restore its vintage appeal. One can find bespoke blackened bronze lanterns, furniture, plaster work, timber paneling and flooring, traditional glass signage and self-supporting stone staircase. England’s finest craftsmen – from stone masons to cabinet makers have worked hard for over two years to enhance the building’s vintage charm.

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Apart from maintain  the historic appeal of the store, Burberry has used modern technology to pamper the customers with unique shopping experience often termed as ‘Retail Theatre Concept’.

The store has around 500 speakers and 100 screens including the tallest indoor retail screen in the world which is used to engage the customers through emotive brand content.

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Ramp shows at various fashion weeks are also presented live on the screen.

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There is a digitally enabled gallery and digital signage in all the floors. Apart from this the 44, 000 square foot space in the store has a hydraulic stage where music artists perform live every week.

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Since Burberry is famous for its trench coat, a dress worn usually during rains and  to give this monsoon  feel to the customers there often occurs sporadic digital rains in the store accompanied with thunderstorms supported by high quality speakers.

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The clothes in the stores are woven with microchips so whenever a customer tries on the merchandise the mirrors in the fitting room turn into screens to show how that particular piece was worn on the ramp show or how it was made by the craftsman. This engages the customer even more and is possible due the use of advanced RFID (Radio Frequency Identification) technology.

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In the kids wear section, low level tables are equipped with iPads loaded having drawing applications to engage the children. The sales staff in the store is equipped with iPads carrying applications which provide them a history about the customer buying history and preferences. This helps in providing a more tailored service to the customers and enhances customer service experience in a big way.

The Regent Street flagship store is the largest Burberry brand experience in the world set against a historical backdrop, the store is a pioneer in digital innovation and experimentation. Part event space, part innovation hub, part store, Burberry Regent Street creates a dynamic and luxurious new brand environment, with exclusive products, services and experiences.

 

 

 

 

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Author: suttleswing

I am a Doctorate in Luxury Fashion Marketing, pursuing active research in marketing and branding of luxury fashion brands. Besides this I love travelling and exploring different places and cultures. Travelling enriches me with sweet memories and unforgettable experience.

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