Burberry Los Angeles, Flagship Store, Retail Localization

Burberry Launching Rodeo Drive Flagship Store in 2014

Making headlines with innovative store launches in Hong Kong, Chicago, and London, Burberry plans to open their next flagship store on Rodeo Drive in Southern California. According to the Los Angeles Times, the new store will occupy the space currently housing Ermengildo Zegna. They will be bringing their signature patterns to SoCal residents and tourists.

Burberry Los Angeles, Flagship Store, Retail Localization

From the article:

But Burberry is arriving with more than just shades of tan. The new store will blur the physical and digital, according to the company, starting with so-called smart personalization efforts.

Products ordered off the autumn/winter 2013 runway can be customized with an engraved nameplate. When placed in contact with touch screen devices, embedded technology works to open a “bespoke digital experience.”

That means a shopper carting a Burberry tote fresh out of Fashion Week can pull up artist sketches, runway edits and and details about the piece’s craftsmanship on a smartphone. In its London store, customers will even be able to trigger the content on massive mirrors, which morph into screens.