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Burberry to stage ‘Retail Theatre’


Fashion brand and retailer Burberry is to broadcast one of its catwalk shows live into its flagship stores for the first time next week.

To coincide with its London Fashion Week show on September 21st, the company is launching ‘Burberry Retail Theatre’ where clients will be able to view the show on large in-store screens.

Following the show iPads installed with a custom-built Burberry app will be available to customers who wish to browse the collection further or order featured items.

Angela Ahrendts, Burberry CEO, commented: “‘Burberry Retail Theatre’ is at the heart of our retail growth strategy. This investment in cutting edge technology in partnership with Verizon enables us to more closely connect the Burberry brand with our consumers worldwide.

“This interactive retail investment will enable long term sustainable growth well beyond these exciting global digital events.”

Burberry hopes that its in-store shows will revolutionise the way fashion ranges are marketed to customers and spent months working with technology company Verizon to specifically tailor its in-store communications technology.

Christopher Bailey, Chief Creative Officer for Burberry, said: “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 7 weeks.”

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 last year

Published on Monday 13 September by Editorial Assistant

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