Flagship Fashion: Distinctly Burberry

Burberry just opened a new flagship store in London on the accessible, touristy Regent St. It is a “test” for future stores around the world, including Chicago (rumored to open in November).

Usually, luxury stores are quiet and tranquil. But according to Business of Fashion (BofF) who recently visited, “the cavernous space was buzzing with people… Everywhere we looked, people were trying on clothes, exploring the architecture or simply relaxing on sofas.”

Clearly, the inviting atmosphere is working.  And I’m sure Burberry hopes it will become a destination and a staple on “To Do” lists of the millions of tourists who visit London each year. Who would have thought that a fashion retail store could be a place to hang out and spend leisure time, not just shop? Now, that's my type of Barnes and Noble.

You won’t see security guards manning the doorways or afraid of being dismissed by snooty salespeople (as I always am).  Instead, customers are being lured in by technology (some are even comparing the experience to another cutting-edge store – aka Apple). Store associates are even armed with iPad’s to enhance a customer’s in-store experience. Ah, attention to detail that's not just in their clothes is refreshing.

“Showcasing the brand’s entire offering under one roof, the new flagship offers a wide range of price points and is organized much like a multi-brand department store,” adds Business of Fashion. “On the ground floor, a large main hall features an array of accessibly-priced items from the Burberry Brit line. The ground floor will also soon house a dedicated area for cosmetics and makeup line Burberry Beauty, while the brand’s significantly pricier fashion collection, Burberry Prorsum, is sold in a more intimate and plush setting on the store’s top floor.”

Being high-tech, allows  the brand to alter and update their store to instantaneously reflect their marketing campaigns that consumers are responding to. This “retail entertainment” and in-store experience makes Burberry “more than just a store for buying products, the flagship features museum-like brand exhibits and a veritable event space with a hydraulic stage and a full calendar of cultural programming, including monthly music gigs, soon to be announced,” according to BofF.

Well played, Burberry, well played.

Images via Burberry's Facebook page.