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Niche Arabia

Burberry Never Fails to Amaze Us

From Sand to Sky – We’ve all witnessed the outstanding Thomas Monogram campaign by Burberry, hosted in the middle of the desert in Dubai, successfully turning the desert, the sky and the sea into a monogram. 

That’s not the only fascinating news from Burberry; they also just launched their first “social retail store” in China’s tech capital Shenzhen; a collaborative concept which connects both the digital world and the live experience of shopping, all in one. 

“When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers,” 

Burberry CEO Marco Gobbetti 

It relies heavily on the WeChat mini-program to reward consumers for engaging with the brand, both online and in store.

The store combines Burberry’s recent tech experiments, like gaming, social media product drops and app-driven customer service

The concept provides the social retail elements like social currency and brand experiences, which aren’t available to any other luxury brands that work with Tencent, a Chinese multinational AI and tech company. 

Within the store, customers can scan product tag QR codes to view additional content like “product storytelling” and models wearing the item. This creates a great connection between the customer and the brand, let alone the products being purchased. 

As customers earn more currency by interacting with the brand, an animal character “evolves”, starting from an unhatched egg. 

“This store explores this relationship, blending the digital and the physical realms in an exciting new concept.”

Burberry CEO Marco Gobbetti 

By Elaf Trabulsi

Engineer & freelance writer

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