Burberry Japan opening a virtual showroom in partnership with Elle
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The virtual and interactive experience will replicate the brand’s flapship Ginza store and will serve as a space to present its Spring/Summer 2021 collection. Customers will be able to purchase items from the collection by selecting the digital items in store for one month, beginning from March 19. The experience will live exclusively on Elle Japan and Ellegirl Digital Japan’s websites.
Burberry is among the leading luxury players to have invested in digital innovation to merge digital and physical store spaces, with Louis Vuitton and Gucci also joining the market. As part of the new experience, Burberry has also collaborated with actress Elaiza Ikeda to create five styling videos that will appear throughout the virtual store and assist customer’s shopping experience.
Questions & Answers
Q.What is the primary purpose of Burberry's virtual showroom?
What is the primary purpose of Burberry's virtual showroom?
The virtual showroom is designed to present Burberry's Spring/Summer 2021 collection. It replicates the brand's flagship Ginza store in an interactive online experience for customers.
Q.How long will customers have to purchase items from the virtual showroom?
How long will customers have to purchase items from the virtual showroom?
Customers will have one month to purchase items directly from the virtual collection. The experience is scheduled to begin on March 19.
Q.Where can customers access this new virtual experience?
Where can customers access this new virtual experience?
The virtual showroom will be exclusively available on the websites of Elle Japan and Ellegirl Digital Japan. It cannot be accessed via Burberry's own site.
Q.Which other luxury brands are using similar digital innovations?
Which other luxury brands are using similar digital innovations?
Louis Vuitton and Gucci are also mentioned as luxury players who have invested in merging digital and physical store spaces. Burberry is among these leading brands.
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