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Luxe gets the digital touch
Burberry's new store in China redefines the luxury boutique experience by blending online and in-store engagements
At Burberry's newest store in Shenzhen, China, you can digitally personalise your fitting room's interior and music, access styling options for items of clothing and unlock a secret "interactive weather" room - all through social media app WeChat.
These functions are part of the immersive digital experience Burberry hopes to give its customers. The British fashion house unveiled its "social retail" store in Shenzhen, China's technology hub, on July 31.
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A version of this article appeared in the print edition of The Straits Times on August 14, 2020, with the headline Luxe gets the digital touch. Subscribe
