China Is the Obvious Choice
In China, Burberry has unveiled a major store in Shenzhen, its 63rd in the area. This is the first-ever “social retail” store of the brand. Burberry chose the location because it is where young people are spending money right now. The city currently has a population of 12 million people, where the average age is under 30.
“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,” said company CEO Marco Gobbetti in a statement.
The move was completed in cooperation with Tencent, which is the company behind video game Fortnite and messaging app WeChat. The space aims to integrate gaming and social media to the customers’ shopping experience in a unique way that goes beyond the average user experience.
“I am fascinated by the balance between nature and technology, and the energy that connects the two,” said Burberry creative director Riccardo Tisci, adding that the store explores the said relationship, blending the digital and the physical realms in an exciting new concept.