Want experience the front row seat view at the Burberry Spring/Summer 2011 show in London that will be held on 21 September? Now consumer can enjoy it via live streaming that will be aired on 25 Burberry flagship stores worldwide and the nearest one to us is the Burberry store in Ion Orchard, Singapore. By embracing the development of technology and through several months of custom-designed, Burberry is giving their customers a chance to participate in the fashion show with the digitally charged in-store ‘Retail Theatre’ environments in those participating stores. These stores has been equipped with enhanced acoustics and state of the art visual technology to bring you the modern luxury consumers a feel to be part of the fashion show happening miles away from you in London.
With this technology that they’ve developed it allows Burberry to broadcast content directly from its global headquarters to various platforms directly into the stores to multiple device used there. It somehow reshape the consumer-brand engagement, bringing the consumer closer to the brand. Using iPads, consumer would also be able to buy the pieces that they love immediately through a custom-built Burberry application following the private viewing.
Why private? Because even though this show is accessible to more people but customers (most likely Burberry’s loyal one) need an invitation to be able to join in the viewing. The invitation is sent digitally with a personal video message from Chirstopher Bailey, the Chief Creative Officer of Burberry on 8 September. By any chance that you’re one of the lucky one to received the invitation from Bailey?
On this new move that Burberry has taken, Bailey commented “We are really excited to be launching ‘Burberry Retail Theatre’ enabling the first ever live simultaneous virtual trunk shows in our stores globally. This concept allows us to broadcast our multi faceted content all over the world, directly to our stores, creating a modern and pure brand environment. Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just 7 weeks.”
Burberry is the first brand to host simultaneous worldwide in-store and online trunk shows. Although this would be the fifth time for them to livestream its show, with the first one back in September 2009. With this you can also watch Burberry show livestream at Burberry.com from the comfort of your own home. It can be viewed through mobile, iPads and iPhones and you can also place comment in real time manner using your Facebook and Twitter accounts.
Call it a marketing strategy, but it’s a brilliant one nonetheless. Angela Ahrendts the CEO of Burberry said that ‘Burberry Retail Theatre’ is at the heart of our retail growth strategy. This investment in cutting edge technology in partnership with Verizon enables us to more closely connect the Burberry brand with our consumers worldwide. This interactive retail investment will enable long term sustainable growth well beyond these exciting global digital events.’
So will you be one of the viewer of Burberry fashion show?
PARTICIPATING STORES
In-store events in 25 Burberry stores in 15 countries
- UK – New Bond Street, London
- France – St. Germain, Paris
- Germany – Berlin
- Italy – Venice, Milan and Rome
- US – Boston, New York (57th St and Soho), Beverly Hills, Costa Mesa and San Francisco
- Canada – Bloor St, Toronto
- Dubai – Dubai Mall
- Istanbul – Istinye Park
- India – Mumbai
- Japan – Omotesando, Tokyo
- China Oriental Plaza Beijing and Shanghai Westgate
- Hong Kong – Alexandra House
- Taiwan – Mitsukoshi
- Singapore – Ion Orchard
- Korea – Galleria
- Burberry Global headquarters – Horseferry House, London
- Burberry Americas headquarters – 444 Madison Avenue, New York
