1. Alyssa Machacek & Kristina Harrington

2. Burberry Brand
Founded by Thomas Burberry in 1856 as an outdoor wear retailer in England
Luxury British designer brand
Product categories: women apparel. men apparel, children apparel, fashion accessories, fragrances, sunglasses, and cosmetics
Awarded 77th most valuable brand in the world by an Interbrands report in 2013

3. Burberry Brand Retail Channels: Brick-and-mortar stores Burberry.com
Department stores (Nordstrom, Saks Fifth Avenue, Neiman Marcus)
Outlet stores (17 stores in U.S.)

4. Burberry London Flagship Store
121 Regent Street, London
Burberry’s world flagship
Christopher Bailey(Burberry Chief Creative Officer) transformed a 44,000 sq-ft building into a technology advanced showcase for Burberry’s 13 lines of apparel, accessories and outerwear
The flagship store is located in London’s busiest shopping center and has the largest retail space

5. Transformation
Bailey reoriented and expanded the brand by introducing more stylish, avant-garde apparel and accessories while reinforcing the company’s heritage as a maker of quality outerwear
He made a new digital savvy identity making it one of the biggest commercial successes of the past decade

6. Media Trendsetters
Burberry was one of the first fashion companies to harness the power of social media
First to live-stream its runway shows
Early adopter of online advertising and the power of having a great website for consumers
Bailey created an in-store experience that mirrors the one buyers get on the Burberry website

7. Store Layout
4 floors, starting with accessories near the entrance on the first floor
All sales people wear iPads
500 speakers & 100 digital screens throughout the store
300,000 man hours and 2 years to complete whole store
Themed rooms:
Tailor Room: chalk moldings all over the room
Lantern Room: 32 ft high glass dome towers above merchandise and lets natural light in

8. Lantern Room

9. Technology in the Store
iPads show the customers how personalized trench coats will look & also to order out-of-stock items on the spot
Sensors on merchandise employ a radio-frequency ID that instantly triggers details and videos in mirrors
The 22 ft-high screen at the center of the store live streamed its spring-summer 2013 runway show

11. Live Shows
The huge screens that wrap around the interior’s entire perimeter encompass a “digital wall” that pulsates with content, mirrors and ads
“Rainstorm Show” that plays sounds of thunder over the speakers and the screens show a visual downpour
Models occasionally walk by - Bailey designed the store shows to mimic the Burberry runway shows

12. London Meets Shanghai Shanghai Flagship store Opened April 24, 2014
Largest Burberry store in Asia
Inspired by London Flagship
Developed by Christopher Bailey
Mixture of physical and digital displays
Over 40 video screens and 130 speakers
RFID chips in merchandise trigger mirrors to turn into screens that display fashion shows and product videos
Mobile check out
Host live events via livestream
Celebrated grand opening with elaborate livestream fashion show

13. SWOT Analysis Strengths: One-of-a-kind experience
Linking online and brick-and-mortar experience together
Weaknesses:
May be too “high-tech” for consumers
Luxury positioning of Burberry lowers the number of people who experience Burberry World Flagship store
Only in two Burberry stores currently

14. SWOT Analysis Opportunities:
Introduce technology into Burberry stores or department stores that sell their merchandise
Continue to hold events and expand type of events held
Threats:
Competing retailers may develop their own technology
Imitation

15. References
AFPRelaxNews (2014, April 24). Burberry opens flagship store in Shanghai. Luxuo. Retrieved May 16, 2014, from
Burberry (2012, Sept. 13). Christopher Bailey introduces Burberry 121 Regent Street, London. YouTube. Retrieved May 14, 2014, from
Cartner-Morley, J. (2014, May 2). Burberry brings a touch of London to Shanghai with Bailey catwalk show. The Guardian. Retrieved May 14, 2014, from
Gaudoin, T. (2012). Burberry opens and innovative London flagship. Architectural Digest. Retrieved May 14, 2014, from
Ho, L. ( 2012, Sept. 18). The digitally enhanced new Burberry flagship store, London. Wallpaper. Retrieved May 14, 2014, from
The Crown Estate (2012). Burberry. Regent Street. Retrieved May 14, 2014, from