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 Burberry.com
o Department stores (Nordstrom, Saks Fifth Avenue, Neiman Marcus)
o 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
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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 springsummer 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
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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
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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