Burberry Design Experience - Integrating Luxury Into Civilian Life

Many luxury brands are afraid of the Internet because they lose their shopping experience outside the online sale of apparel sales.

Christopher Bailey said: "we have created many online activities and platforms, which eventually have to return to offline real life. We have to build a bridge between online and offline.

I think we may pay less attention to shopping and pay more attention to shopping experience today.

On line, Burberry has done a 3D dress project to enrich customers' consumption experience.

Customers can choose a model on the Internet, and then according to their preferences, click on different options to design clothing color, sleeves, lining, hem or embroider their own names.

With the completion of the design, they can choose to book the design, place the order immediately, and even share their work in social media.

Online, such as flagship store in Regent Street, London.

There is an electronic tag with RFID technology and accessories. Once triggered, the production process and process of the product will be shown on the specific screen.

When customers enter the fitting room,

As soon as it becomes a screen, the appearance of this jacket is displayed on the show. It matches the high quality digital audio equipment distributed in the shop, so that you are in the fashion show.

Such a shocking scene experience, you may not be able to resist their desire to buy.

Another bold innovation is Burberry and

Burberry Kiss (sealed with a kiss).

After landing on kisses.burberry.com with Chrome browser, the user prints the lip print on the screen against the built-in camera. The lip seal will seal your letter and send it to your lover.

Almost every digital marketing of Burberry has branded a brand of fashion, high-end, extreme and comfortable for the brand. It has enriched and innovated the brand experience. It has integrated the brand into civilian life in an unexpected and surprising way.

Facebook Europe vice president Joanna Shields once praised: "Burberry is no longer a simple clothing design company. It is commendable that it knows how to stimulate community relations and use it to capture consumers' hearts."

Burberry, a digital marketing company, has closed down some offline stores to save costs and constantly integrate business and store businesses.

For example, in China, a new method of order delivery is tried out in China, where customers can pick up goods from local distribution centers and store networks, which improves inventory availability and shortens delivery time.

In the US and UK markets, Burberry also plans to launch this online and offline integrated distribution mode by 2016.