Online meets offline – Burberry teams up with Chinese tech giant Tencent for the world’s first social-retail store


British luxury brand Burberry has joined hands with technology giant Tencent to open a first-of-its-kind social retail concept store. The store opened its doors today in China’s tech hub of Shenzhen and is standing proof of what the future of luxury shopping looks like. The 5,800-square-feet Burberry social store is located in the new Shenzhen Bay MixC development. Simply put it will bring together all offline and online experiences of shopping together. The store captivates you right from the interactive store window that’s inspired by 2020 fall’s mirrored runway. As you set foot inside Burberry’s 63rd in Mainland China, a digital point system called ‘Social Currency’ will gather a customer’s in-store activity and social engagements with the brand through a customized WeChat Mini Program. This will help clients to book the store’s themed fitting rooms and unlock items they can purchase at Thomas’ Café. Speaking of which, Burberry’s fitting rooms feature three different concepts reflecting the label’s house codes – the Burberry Animal Kingdom, Reflections, and the Thomas Burberry Monogram. About the Thomas cafe- it is named after the fashion house’s founder and is an elegant space with high-gloss tones of beige, curtains, and chamfered mirroring. As this is a social store this cafe can be converted into a community space for social events such as workshops, exhibitions, and live performances.


Burberry fans should know the Shenzhen store will stock the brand’s latest collections and pieces exclusive to the store, labeled with QR codes which when scanned show information on the customer’s digital screen. That’s another first in the brand’s history. While many may term this as a high-investment risky move, retail analysts praised Burberry for the hybrid store which combines online shopping with traditional bricks-and-mortar retailing. And considering how much china loves to shop online they will probably head straight here to look into their phones and shop.

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[Via: Jing Daily]