Burberry & Elle Digital Japan Opened a Virtual Flagship Store
Laura McQuarrie — March 23, 2021 — Business
References: burberry-ginza & ww.fashionnetwork
Burberry and Elle Digital Japan worked together to create an interactive virtual replica of the luxury fashion house's flagship Ginza store and it is only open for a limited time this spring. The store gives customers the chance to look around and purchase items from the SS21 collection by interacting with digital icons. Although much of the experience is based on the physical store, it also goes above and beyond by incorporating online content like inspirational short styling films.
Burberry has found a lot of success tapping into fashion gaming, live streaming events and social retail stores, and this virtual flagship represents yet another way the company is intentionally pushing "boundaries through creativity, exploring the relationship between physical and digital experiences to create exciting new concepts for its community and enhance personalized luxury commerce."
Burberry has found a lot of success tapping into fashion gaming, live streaming events and social retail stores, and this virtual flagship represents yet another way the company is intentionally pushing "boundaries through creativity, exploring the relationship between physical and digital experiences to create exciting new concepts for its community and enhance personalized luxury commerce."
Trend Themes
1. Virtual Retail Stores - There is a rising trend in the creation of interactive virtual replicas of physical retail stores to enhance personalized luxury commerce.
2. Fashion Gaming - Fashion gaming is a growing trend in the industry and holds potential for enhancing the consumer experience through interactive platforms.
3. Social Retail Stores - Companies are capitalizing on social retail stores to offer customers an experience that merges physical and digital retail through innovative technologies.
Industry Implications
1. Luxury Fashion Industry - There are opportunities for the luxury fashion industry to adopt new interactive technologies and create personalized luxury commerce experiences for their customers.
2. Retail Industry - The retail industry can explore the use of interactive technologies to enhance customer experience by creating virtual and social retail stores.
3. Gaming Industry - The gaming industry can partner with fashion brands to create interactive platforms that merge fashion and gaming, providing customers with an enhanced retail experience.
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