Alyssa Machacek & Kristina Harrington

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

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.)

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

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

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 www.burberry.com

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

Lantern Room

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

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

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

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

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

References AFPRelaxNews (2014, April 24). Burberry opens flagship store in Shanghai. Luxuo. Retrieved May 16, 2014, from http://www.luxuo.com/events/burberry-shanghai-flagship-store.html Burberry (2012, Sept. 13). Christopher Bailey introduces Burberry 121 Regent Street, London. YouTube. Retrieved May 14, 2014, from https://www.youtube.com/watch?v=CokbQWI_15U 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 http://www.theguardian.com/fashion/2014/may/02/burberry-shanghai-bailey-london-show-flagship Gaudoin, T. (2012). Burberry opens and innovative London flagship. Architectural Digest. Retrieved May 14, 2014, from http://www.architecturaldigest.com/shop/2012-12/burberry-london-flagship-store-regent-street-article Ho, L. ( 2012, Sept. 18). The digitally enhanced new Burberry flagship store, London. Wallpaper. Retrieved May 14, 2014, from http://www.wallpaper.com/fashion/the-digitally-enhanced-new-burberry-flagship-store-london/6055 The Crown Estate (2012). Burberry. Regent Street. Retrieved May 14, 2014, from http://www.regentstreetonline.com/Shopping/Burberry.aspx