UK: Burberry's "smart personalisation" of runway lines
Luxury retailer Burberry is taking customer experience to the next level by personalising its made-to-order runway products with embedded technology that tells how the product is made.
The Smart Personalisation service is being launched today (18 February) to coincide with Burberry's autumn/winter 2013 show at London Fashion Week.
Custom-made coats and bags from the collection can be personalised with a bespoke touchscreen-enabled nameplate that unlocks technology embedded in the items to unlock a unique video experience. This charts the product's production - including original sketches, runway edits, craftsmanship and personalisation.
Customers will also be able to trigger their content on large-scale mirrors that will turn instantly to screens at the Burberry global flagship on London's Regent Street.
Personalised pieces will be available for two weeks following the show and delivered within nine weeks of the order - giving shoppers the opportunity to be the first to own next season's collection, months before it arrives in store.
Smart personalisation is the latest effort by Burberry to blur the physical and digital retail experiences.
Recent innovations include Burberry Bespoke, which offers online customisation of its iconic trench coat through 12m possible combinations.
And the forthcoming introduction of iPad applications will help elevate the luxury shopping experience by giving global Burberry sales consultants real-time access to detailed customer profiles and product data.
Burberry has named its first regional chief executive officers as part of plans to expand its global reach. ...
MarketLine's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organi...
UK luxury brand Burberry has hired telecoms boss Matthew Key as a non-executive director to drive growth in digital....
Continuing to develop its online offer is part of Burberry's attempts to manage the uncertain macro-economic environment. ...
Burberry has recorded a jump in first quarter retail revenue, which it said was driven by the exceptional performance of its spring summer collection. ...
The owner of the iconic Hunter wellington boot brand has announced a series of appointments to its senior team, including former Burberry executive Niall Sloan as global design director. ...
Paris-based Children Worldwide Fashion Group (CWF) has selected Centric Software's product lifecycle management (PLM) system to help streamline its product development process....
Luxury goods business Burberry has today (21 May) booked a 14% rise in full-year profit, bolstered by increased demand in China and Hong Kong and overseas store growth....
- DENIM DAYS: Jeans innovation bursting at the seams
- How will TPP emerge from fast-track trade bill?
- Adidas pushing self-governance for suppliers
- Rana Plaza two years on: Challenges and concerns
- US fashion industry applauds trade bills package
- Under Armour hailed "next global athletic company"
- Myanmar garment workers strike deal
- Orta and Garmon launch denim chemical screening
- Gap’s woes “not so easy to fix”
- Authentic Brands acquires Jones New York