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Burberry goes all QVC!

September 13, 2010

Burberry’s launching a new concept for SS11 – A retail theatre project with virtual trunk shows which will let customers buy live from the actual SS11 show themselves.

"We are really excited to be launching Burberry Retail Theatre enabling the first ever live simultaneous virtual trunk shows in our stores globally," says the label's chief creative officer Christopher Bailey. "This concept allows us to broadcast our multi-faceted content all over the world, directly to our stores, creating a modern and pure brand environment. Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just seven weeks."

The idea is that the show will be broadcast into all 25 of the company’s global flagship stores. Then, on their ipads (because let’s face it, you’re going to have one), customers can immediately purchase whatever they like the look of.

"Burberry Retail Theatre is at the heart of our retail growth strategy," says ceo Angela Ahrendts." This investment in cutting edge technology in partnership with Verizon enables us to more closely connect the Burberry brand with our consumers worldwide. This interactive retail investment will enable long term sustainable growth well beyond these exciting global digital events."

Customers invited to the in-store trunk shows will receive digital invitations with a personal video message from Christopher Bailey today – I’ll keep an eye on my inbox then!