×
81 100
Fashion Jobs
TAPESTRY
Full Time Sales Supervisor
Permanent · Wrentham
HOMEGOODS
Loss Prevention lp Detective
Permanent · Brentwood
MARSHALLS
Loss Prevention Customer Service Associate
Permanent · New York
MARSHALLS
Loss Prevention Customer Service Associate Downtown Crossing Boston
Permanent · Boston
HOMEGOODS
Loss Prevention lp Detective
Permanent · Wentzville
HOMEGOODS
Loss Prevention lp Detective
Permanent · Kirkwood
MARSHALLS
654 Retail lp Detective - Encino
Permanent · Los Angeles
MARSHALLS
378 lp Detective
Permanent · Los Angeles
MARSHALLS
Loss Prevention Customer Service Associate
Permanent · Philadelphia
KOHLS
Full-Time Sales Supervisor - Softlines
Permanent · Billings
KOHLS
CRM Campaign Analyst *Remote*
Permanent · Menomonee Falls
H&M
sr. Manager, Strategic Tech Sourcing And Procurement
Permanent · New York
MACY'S
Asset Protection Detective, Livingston - Full Time
Permanent · Livingston
MACY'S
Asset Protection Detective, Westminster - Full Time
Permanent · Westminster
MACY'S
Asset Protection Security Guard, Newport Centre - Full Time
Permanent · Jersey City
MACY'S
Asset Protection Detective, Salinas Northridge - Full Time
Permanent · Salinas
MACY'S
Senior Project Manager
Permanent · Johns Creek
MACY'S
Asset Protection Detective, West Dade Miami Int'l - Full Time
Permanent · Miami
MACY'S
Asset Protection Detective, Culver City Center - Full Time
Permanent · Culver City
FOSSIL
Americas Digital Marketing Manager
Permanent · Plano
ULTA BEAUTY, INC.
General Manager
Permanent · North Greenbush
ULTA BEAUTY, INC.
Retail Sales Manager
Permanent · North Greenbush
Published
Mar 19, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Burberry opens virtual store with Elle Digital in Japan

Published
Mar 19, 2021

Burberry is continuing to focus on tech innovation in the all-important Asia market and has just announced a new digital project. It has worked with Elle Digital Japan to create an “interactive virtual replica of its flagship Ginza store”.


Burberry



It’s live from Friday until April 18 on Elle Japan and Ellegirl Digital Japan, as well as at http://burberry-ginza.com.

Digital has proved to be a winner for Burberry in Asia generally from a succession of live-streaming events to fashion gaming, and its social retail store in China’s technology hub Shenzhen in a deal with Tencent.

The company said all of this is aiming to push the “boundaries through creativity, exploring the relationship between physical and digital experiences to create exciting new concepts for its community and enhance personalised luxury commerce”.

As to the new virtual store itself, customers will be able to navigate themselves around the store and buy items from the brand’s SS21 collection by selecting digital icons.

It’s an interesting development for online retail that moves beyond the idea of separating e-commerce from physical retail in favour of fully replicating the physical store experience. That’s perhaps crucial for luxury that has, at times, struggled with embracing e-tail due to its inability to fully convey the kind of luxury experience consumers would find in-store.

While the e-location mirrors the physical Burberry Ginza store, the digital experience also goes beyond a simple replication of the space itself with the retailer and the magazine having collaborated with actress Elaiza Ikeda to create five short styling tip films. These are accessible at touchpoints throughout the virtual store.

The virtual space is built over three floors. The ground floor offers bags including the Olympia, the Pocket and the Lola Bags. 

The first floor offers a selection of womenswear, including key outerwear pieces. These include the Waterloo and Kensington trench coats in Honey, and Camden-fit car coats in black, updated with graffitied logo detail. Pieces from the wider SS21 collection include a marine-sketch print T-shirt, a lightweight hooded jacket highlighted with a check pattern, and an oversized hoodie updated with Horseferry print. 

On the second floor, there’s menswear, with outerwear including the Pimlico car coat and Horseferry print nylon car coat, both in black. SS21 styles include an olive fish-scale print silk twill short-sleeve shirt with graphic appliqués and a deep orange Horseferry print hoodie.

Copyright © 2021 FashionNetwork.com All rights reserved.