Retail Theatre... From Runway to Reality

Burberry unveils Retail Theatre concept in 25 flagship stores worldwide enabling simultaneouse online and exclusive purchase in-store events during livestream of Womenswear S/S 2011 show.

“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 7 weeks, (further ahead of luxury industry delivery times)“ Christopher Bailey, Burberry Chief Creative Officer.

'Burberry Retail Theatre' will broadcast the brand’s Spring Summer 2011 womenswear show livestream directly into 25 flagship stores worldwide (Yes Dubai too!), creating live simultaneous virtual trunk show events on 21 September 2010.

I don't think I have ever witnessed a fashion brand re-shaping the way consumers engage with the brands as much as Burberry does. The way Christopher Bailey comes up with such astonishing ideas using cutting edge technologies is simply amazing.

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