INTELLIGENT PERSONALIZATION
As part of its Burberry Prorsum AH13 show in London today, Burberry is launching intelligent personalization.
Intelligent personalization reveals the creation story behind every piece ordered from the Burberry Prorsum A/W 2013 runway show.
The technology embedded in each product reveals an immersive video retracing its journey, celebrating both design and craftsmanship.
Intelligent personalization represents the evolution of Burberry’s digital business, placing the customer at the center of personalized luxury experiences.
Burberry’s new “Runway Made to Order” service offers customizable outdoor pieces and bags with engraved nameplates.
Touching a touchscreen device, each piece unveils a unique video experience tracing its handcrafted production – from original sketches to runway show, manufacturing and personalization.
And at Burberry’s flagship store in London’s Regent Street, customers can watch their pieces reveal their personalized content on large mirrors that instantly turn into screens.
Made-to-order products will be available on Burberry.com for two weeks following the show, for delivery in nine weeks.
EVOLVING THE CUSTOMER’S LUXURY EXPERIENCE
With intelligent personalization, Burberry continues to blend the physical and the digital, building on recent innovations such as:
– Burberry Bespoke, offering online customization of the iconic trench coat through 12 million possible combinations;
– Burberry World Live at the flagship store at 121 Regent Street, transposing every aspect of the brand’s digital world to a physical environment for the first time;
– and the forthcoming introduction of Ipad applications enabling store staff around the world to access detailed customer profiles and product data in real time to elevate their luxury shopping experience.
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