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.
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