How Premium Brands are Investing in Retail - Burberry
Burberry says it has "transformed the in-store experience" FASHION NETWORK
10 July 2019
Luxury label Burberry said this week that it has translated its new creative vision to 14 of its flagship its stores “with a new architectural and visual concept” that transforms what customers are presented with when they venture into one of its stores.
The move is part of the firm’s reinvention strategy that’s seeing it moving more towards the ultra-luxe end of the luxury sector and focusing more clearly on its directly-operated stores in the highest-end destinations.
It’s a multi-year strategy that also sees it evolving its distribution network and cutting back on some wholesale accounts.
So what does the new owned-store vision comprise? The stores are oases of calm with the product taking a starring role, alongside a few quirky design elements. Externally, it's making the redesigned logo a major feature.
It has aligned 14 of its stores completely to this new creative aesthetic including its UK flagships on Regent Street and Bond Street in London, plus 57th Street in New York City, Kerry Centre in Shanghai and Cheongdam-dong in Seoul.
And the company has also implemented “a new programme to improve front and back of house capabilities” in more than 50 of its “top stores”. In addition, across the wider store network, it has “enhanced sales associate digital tools, rolled out merchandise-led retail associate training programmes and held regional retail leadership conferences to better align skills globally and engage our teams to deliver exemplary luxury service.