Over the past few months, the fashion industry has been forced to adapt to a rapidly changing world, where both the clothes we wear and how we purchase them are undergoing a seismic shift.
Designed to create a truly interactive experience, the British fashion house is launching a new “social retail store” in Shenzhen, China, which will bring the world of social media into IRL shopping and allow customers to find out more about the brand’s designs via their phones. “Our social retail concept is just the next step in giving our community a truly personal luxury experience,” Tisci tells. “What I find so exciting is the ability [for our customers] to experience the Burberry world both physically and digitally.”. “Particularly in fashion, you need to be able to see and understand the texture and movement of clothes. You need a grounding to what is real and tangible,” he comments.
With fashion content on platforms such as TikTok booming during the pandemic, it’s clear that younger luxury customers are eager to consume style content online—and the designer hopes this new in-store concept will appeal to this generation in particular. Using WeChat, customers can collect “social currency” to unlock exclusive content and personalized experiences in-store as well as share them with friends.
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