Haute Couture: Burberry Goes High-Tech at 57 Stores in China
As the demand for luxury goods amongst China’s elite continues to skyrocket it comes as no surprise that British luxury brand Burberry has implemented a full technological upgrade of its 57 stores in mainland China. The revamp is part of Burberry’s attempt to shake the brand’s old-fashioned image and attract younger consumers and is expected to be replicated in other markets if successful in China.
The upgrade revolves largely around Apple’s ubiquitous iPad, which the retailer plans on providing all store employees with so that consumers can order any of over 5,000 products in Burberry line regardless of whether or not it is physically located in the retail store.
In addition to the utilization of the iPads, Burberry also plans on installing touch-screen devices to help tech savvy customers locate and purchase products in store with ease. The touch screen devices will also contain entertainment such as fashion shows and information on the legendary British fashion house. Burberry also just recently opened its newest flagship store in Beijing with a fashion show that was streamed live online.
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