Burberry uses digital to push fashion retailing even further.
Continuing its innovative digital efforts, Burberry launched Retail Theatre as part of the festivities surrounding its Spring/Summer 2011 London Fashion Week show. Last year, the brand had broadcast its Spring/Summer 2009 event live to 73 different websites. This year, it livestreamed the catwalk on its website while also inviting other customers to enjoy the event on large HD screens at 25 of its global flagship stores in 16 different countries. Following the event, iPads were passed out to customers, who could then get a closer look at the fashions and purchase them immediately through a custom-built app.