Burberry with Technology

Burberry Group Inc is an English luxury fashion house, headquartered in London, England. Burberry is one of most famous brands in England, and England people are really proud of it. About digital in fashion, Burberry is a very first pioneer in high-end brand.

In recent years, Burberry has placed a strong emphasis on its digital investments. Despite being a luxury brand that is over 160 years old, it has said that it sees its digital future as important as its high-end stores.[1] In the first half of 2016, Burberry saw strong growth in sales on third-party e-commerce platforms, which now represent a significant proportion of its e-commerce retail revenues.[2] In 2012, it opened its tech-enabled Regent Street store in London, which features interactive mirrors that react to garments. [3]

Burberry is moving more to customer experience. The use of social media is a great way to engage. The digital store is the first step to potential virtual changing rooms in the future. Burberry has done a fantastic job bringing digital to a high scale luxury brand. They have been moved away from a purely one way and remote relationship with customers, and instead increased customer engagement through encouraging a two way conversation. Using real people to showcase their trench coat, as an example, was a big transition from the usual model-only generated campaigns. [4] A lot of people who likes innovation and technology, they particularly impressed with Burberry, because the high fashion brands usually are quite slow in embracing new trends, but Burberry is good on that.

Some of high-end brand, such as Chanel, Hermes, they on the idea are failing in terms of digital strategy. The fact that one cannot buy these brands online only adds to their aura of exclusivity and allure. Because of this aura, they can have very high price. Burberry also is a high-end brand, but it really do the good job in digital area, outstanding.

All in all, about Burberry’s future, maybe clothes will connect to the internet.

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