Alyssa Machacek & Kristina Harrington

Burberry Brand

● Founded by Thomas Burberry in 1856 as an outdoor wear retailer in England ● Luxury British designer brand ● Product categories: women apparel. men apparel, children apparel, fashion accessories, fragrances, sunglasses, and cosmetics ● Awarded 77th most valuable brand in the world by an Interbrands report in 2013

Burberry Brand

● Retail Channels: o Brick-and-mortar stores o o o Burberry.com

Department stores (Nordstrom, Saks Fifth Avenue, Neiman Marcus) Outlet stores (17 stores in U.S.)

Burberry London Flagship Store

● 121 Regent Street, London ● Burberry’s world flagship ● Christopher Bailey(Burberry Chief Creative Officer) transformed a 44,000 sq-ft building into a technology advanced showcase for Burberry’s 13 lines of apparel, accessories and outerwear ● The flagship store is located in London’s busiest shopping center and has the largest retail space

Transformation

● Bailey reoriented and expanded the brand by introducing more stylish, avant garde apparel and accessories while reinforcing the company’s heritage as a maker of quality outerwear ● He made a new digital savvy identity making it one of the biggest commercial successes of the past decade

Media Trendsetters

● Burberry was one of the first fashion companies to harness the power of social media ● First to live-stream its runway shows ● Early adopter of online advertising and the power of having a great website for consumers ● Bailey created an in-store experience that mirrors the one buyers get on ● the Burberry website www.burberry.com

Store Layout

● 4 floors, starting with accessories near the entrance on the first floor ● All sales people wear iPads ● 500 speakers & 100 digital screens throughout the store ● 300,000 man hours and 2 years to complete whole store ● Themed rooms: o Tailor Room: chalk moldings all over the room o Lantern Room: 32 ft high glass dome towers above merchandise and lets natural light in

Lantern Room

Technology in the Store

● iPads show the customers how personalized trench coats will look & also to order out-of-stock items on the spot ● Sensors on merchandise employ a radio-frequency ID that instantly triggers details and videos in mirrors ● The 22 ft-high screen at the center of the store live streamed its spring summer 2013 runway show

Live Shows

● The huge screens that wrap around the interior’s entire perimeter encompass a “digital wall” that pulsates with content, mirrors and ads ● “Rainstorm Show” that plays sounds of thunder over the speakers and the screens show a visual downpour ● Models occasionally walk by - Bailey designed the store shows to mimic the Burberry runway shows

London Meets Shanghai

● Shanghai Flagship store Opened April 24, 2014 ● Largest Burberry store in Asia ● Inspired by London Flagship o Developed by Christopher Bailey o Mixture of physical and digital displays o Over 40 video screens and 130 speakers o RFID chips in merchandise trigger mirrors to turn into screens that display fashion shows and product videos o Mobile check out o Host live events via livestream ● Celebrated grand opening with elaborate livestream fashion show

SWOT Analysis

● Strengths: o One-of-a-kind experience o Linking online and brick-and-mortar experience together ● Weaknesses: o May be too “high-tech” for consumers o Luxury positioning of Burberry lowers the number of people who experience Burberry World Flagship store o Only in two Burberry stores currently

SWOT Analysis

● Opportunities: o Introduce technology into Burberry stores or department stores that sell their merchandise o Continue to hold events and expand type of events held ● Threats: o Competing retailers may develop their own technology o Imitation

References

● AFPRelaxNews (2014, April 24). Burberry opens flagship store in Shanghai.

Luxuo

. Retrieved May 16, 2014, from http://www.luxuo.com/events/burberry-shanghai-flagship-store.html

● Burberry (2012, Sept. 13). Christopher Bailey introduces Burberry 121 Regent Street, London.

YouTube

. Retrieved May 14, 2014, from https://www.youtube.com/watch?v=CokbQWI_15U ● Cartner-Morley, J. (2014, May 2). Burberry brings a touch of London to Shanghai with Bailey catwalk show.

The Guardian

. Retrieved May 14, 2014, from http://www.theguardian.com/fashion/2014/may/02/burberry-shanghai-bailey-london-show-flagship ● Gaudoin, T. (2012). Burberry opens and innovative London flagship.

Architectural Digest

. Retrieved May 14, 2014, from http://www.architecturaldigest.com/shop/2012-12/burberry-london-flagship-store-regent-street-article ● Ho, L. ( 2012, Sept. 18). The digitally enhanced new Burberry flagship store, London.

Wallpaper

. Retrieved May 14, 2014, from http://www.wallpaper.com/fashion/the-digitally-enhanced-new-burberry-flagship-store-london/6055 ● The Crown Estate (2012). Burberry.

Regent Street

. Retrieved May 14, 2014, from http://www.regentstreetonline.com/Shopping/Burberry.aspx