I came across this WGSN report on Burberry's latest digital innovation. This has proved the potential of publications, such as magazines, and even blogs can be taken forward. It speaks about 'retail theatre's' and how these are becoming and should be entering into the mindset of high street retailers. It's no longer about the brick-a-morter stores. Its about the entertainment these stores can now bring. Foreseeing the loss of favourite historical brands go under due to the recession and other retailers beating them to the market, stores need to transform and become more then just a space to 'spend' money but to still encourage consumers to 'spend' time there.
WGSN - 22nd February 2011
Burberry’s autumn/winter 2011/12 Prorsum womenswear collection reached its largest audience to date Monday, with live-streaming reaching around the globe through 40 in-store virtual trunk shows held across four continents.
In 19 countries, Burberry stores hosted “retail theatre” events inviting guests to experience the show through giant video walls complete with enhanced acoustics and state of the art visual technology.
From its new venue at London’s Royal Park of Kensington Gardens, it used 11 cameras as well as a live text feed to provide viewers with both pre-show content featuring A-list guests including Rachel Bilson, Kate Bosworth and Samantha Cameron as they arrived, and full coverage of the collection presentation itself.
While this is the seventh season the brand has live streamed its show, which was also available through Burberry.com and a number of media partners, it’s the first time it has also done so to a crowd watching the famous 32m-long digital screen at London’s Piccadilly Circus. In fact, it’s a first for any brand.
Post show, an on-demand version of the coverage was made available online, including footage of the collection being put together and red carpet interviews.
Chief creative officer Christopher Bailey said he was aiming for an immersive, interactive and entertaining experience. “We have always used digital communication to deepen our connection with the customer and allow people all over the world to experience Burberry no matter where they are. Whether you are at home online, watching in Piccadilly Circus, using a mobile device or in our store in Beijing everyone will be able to feel the energy and attitude of the brand and the excitement of the show,” he said.
The brand also continued with its runway to reality initiative, allowing consumers in store - via iPads - as well as online, to order items of outerwear or bags for delivery in seven weeks.
Pre-orders can be made until Monday, February 28, while the full collection will otherwise be available from August 2011.
Viewers can also download music featured in the show, including You Don't Own Me by Dusty Springfield and Someone Like You by Adele, through an on-demand service on the website using iTunes technology.
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