Burberry, the internationally renowned luxury fashion brand, is once again demonstrating its commitment to technological innovation, this time in the Asian market. Partnering with Elle Digital Japan, Burberry has launched an exciting new project—an interactive virtual replica of its flagship Ginza store. Accessible from Friday until April 18, this virtual store can be found on Elle Japan and Ellegirl Digital Japan’s websites, as well as at http://burberry-ginza.com.
Having already achieved success in the digital realm in Asia through live-streaming events, fashion gaming, and its social retail store in Shenzhen, China, Burberry’s latest endeavor aims to push creative boundaries by exploring the connection between physical and digital experiences. The ultimate goal for Burberry is to enhance personalized luxury commerce for its community of customers.
What distinguishes this virtual store from others is its departure from the conventional notion of separating e-commerce from physical retail. Instead, it seeks to faithfully replicate the luxurious experience of shopping in a physical Burberry store. This is a significant step for the luxury fashion industry, which has at times struggled to convey the same level of opulence online as it does in-store.
Within the virtual store, customers have the opportunity to navigate through three floors and purchase items from Burberry’s SS21 collection. Making a purchase is as simple as selecting digital icons to add items to their cart. Additionally, Burberry collaborated with actress Elaiza Ikeda to create five short films showcasing styling tips, which can be found throughout the virtual store.
The ground floor of the virtual space showcases a selection of bags, including the Olympia, the Pocket, and the Lola Bags. On the first floor, customers can explore women’s wear, with a particular focus on key outerwear pieces such as the Waterloo and Kensington trench coats in Honey. The first floor also boasts Camden-fit car coats in black, updated with graffitied logo details. The SS21 collection features a marine-sketch print T-shirt, a lightweight hooded jacket with a check pattern, and an oversized hoodie with Horseferry print. Moving on to the second floor, visitors will find an array of menswear options, including outerwear like the Pimlico car coat and the Horseferry print nylon car coat in black. The SS21 collection also includes a deep orange Horseferry print hoodie and an olive fish-scale print silk twill short-sleeve shirt with graphic appliqués.
Burberry’s virtual store, in collaboration with Elle Digital Japan, not only elevates the online shopping experience to new heights but also seamlessly integrates physical and digital encounters. This innovative approach is sure to attract fashion enthusiasts who yearn for the luxury shopping experience from the comfort of their own homes. As Burberry continues to explore new concepts and push the boundaries of creativity, it solidifies its position as a leader in the luxury fashion industry.
For more information and to explore the virtual store, please visit:
– Burberry Ginza Virtual Store: http://burberry-ginza.com
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– Elle Japan: https://www.elle.co.jp
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