Burberry unveils 'retail theatre' concept in 25 flagship stores
2010: Burberry has unveiled its 'retail theatre' concept in 25 flagship stores worldwide enabling simultaneous online and exclusive purchase in-store events during the livestream of womenswear Spring Summer 2011 show.
Christopher Bailey, Burberry Chief Creative Officer, said, "We are really excited to be launching 'Burberry Retail Theatre' enabling the first ever live simultaneous virtual trunk shows in our stores globally. This concept allows us to broadcast our multi-faceted content all over the world, directly to our stores, creating a modern and pure brand environment. Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just seven weeks."
Customers invited to in-store events have received digital invitations with a personal video message from Christopher Bailey. This is the fourth time that Burberry will be offering its runway collection for immediate purchase and early delivery since Burberry developed the exclusive 'Runway to Reality' concept in September, 2009.
'Burberry Retail Theatre' will broadcast the brand's Spring Summer 2011 womenswear show live stream directly into 25 flagship stores worldwide, creating live simultaneous virtual trunk show events on September 21, 2010.
The in-store events will be held in 15 countries including UK (New Bond Street, London); France (St. Germain, Paris); Germany (Berlin); Italy (Venice, Milan and Rome); US (Boston, New York, Beverly Hills, Costa Mesa and San Francisco); Canada (Bloor St, Toronto); Dubai (Dubai Mall); Istanbul (Istinye Park); India (Mumbai); Japan (Omotesando, Tokyo); China (Oriental Plaza Beijing, Shanghai Westgate); Hong Kong (Alexandra House); Taiwan (Mitsukoshi); Singapore (Ion Orchard); Korea (Galleria); Burberry Global headquarters (Horseferry House, London); and Burberry Americas headquarters (444 Madison Avenue, New York)