Burberry debuts luxury's 1st social retail store in China

July 31, 2020 - United Kingdom

Burberry today opened the luxury sector’s first social retail store in China’s technology hub Shenzhen, blending the physical and social worlds in a digitally immersive retail experience. Powered by Tencent technology, the store is a space of exploration, designed to inspire and entertain luxury customers, where they can interact with the brand and product in new and exciting ways, in person and on social media.

The concept, which is the first step in an exclusive partnership with Tencent, takes interactions from social media and brings them into a physical retail environment.

Through a dedicated WeChat mini programme, customers can unlock exclusive content and personalised experiences and share them with their communities, according to a press release from the British luxury fashion house.

The store is made up of a series of spaces for customers to explore. Each has its own concept and personality and offers a unique interactive experience. Drawing upon Burberry’s rich heritage, the store also celebrates the house codes as reinterpreted by Riccardo Tisci, including the Trench Coat, the Thomas Burberry Monogram, Nature and the Burberry Animal Kingdom.

The store is a unique space to test and learn, and to trial innovation that can be expanded to the rest of the Burberry network in China, the press release added.