In times when shops are closed and travelling is not possible anyway, shops have to find new ways. In cooperation with Elle Digital Japan, the luxury brand Burberry has launched a virtual replica of its Tokyo flagship store online.
Fancy a visit to the Burberry flagship store in Tokyo? No problem even despite Corona! The Image of the three-storey shop of the British luxury label can be explored digitally at 360° from now until 18 April. However, you should be able to speak a little Japanese to enjoy the full experience.
Just like the physical store that Burberry opened in 2019 in the exclusive Ginza Marronnierthe building, the ground floor is dedicated to signature bags such as the Olympia, Pocket and Lola Bags, while the first and second floors are dedicated to womenswear and menswear respectively.
Burberry and Elle Digital Japan have also collaborated on the project with actress Elaiza Ikeda, who presents a film with styling tips that can be accessed at various touchpoints throughout the virtual store.
New ways to appeal to tech-savvy customers
The luxury industry is focussing more and more on connecting the physical and digital worlds as the industry seeks new ways to engage with its tech-savvy customers. Here too, Corona will certainly have accelerated digitalisation in a new way. Burberry opened its first social retail store for luxury goods in Shenzhen, China, last year.
The 5,800 square metre shop is divided into 10 rooms that customers can explore and interact with both physically and digitally using a special WeChat programme. This allows them to earn social currency as they make their way through the shop, giving them access to exclusive content and personalised experiences.
Such virtual environments are the perfect complement to the classic online shop and may even be a suitable replacement for the normal shop during the pandemic. All the items you offer can be clicked on to obtain detailed information in the web shop.
Source: internetworld / insideretail
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