Burberry & Technology- #9

 

Burberry has incorporated a lot of new technology into their brand, as well as sometimes presenting it in a unique manner. Not only are they promoting these changes on a smaller scale, but also when the high fashion brand hits the runway. In store, you can find many of the garments being displayed along side a tablet to bring the item to life. The tablets are constantly playing video technology of the garment and even sometimes tells a story about its creation. Burberry also added "magic mirrors" to their flagship store where are in all of the changing rooms. When an item is placed in front of the mirror, there is a section of the "smart" mirror that then begins to show how the garment was made and some images of it on the catwalk. 

 

Burberry is also taking personalization to a whole new level by embedding digital chips that will unlock content in its new seasons coats and bags in a bid to entice consumers to pre-order them immediately after they hit the runway. The chips will activate short films, telling the story of its creation, including sketches. They will also show video of the customers name being engraved on metal nameplates (new this season) that are then stitched to the lining of the coats and bags. 

In addition to all of this technology Burberry is incorporating, they also held a 3D holographic Fashion Show in Beijing that was really important in 2011 and they got great publicity for this. Since this presentation, Burberry has been on a roll with the fashion and technology extravaganza and have been quite successful in their efforts. Below is a clip of the Burberry Beijing show and it truly is amazing to watch.

Above is a video giving more details about the personalization methods by Burberry.