Burberry Starts First Luxury Social Retail Store With Tencent in China

Burberry, one of the most respected luxury fashion brands in the world, has partnered with Tencent to enable customer social media interactions to be channelized into a physical retail environment using a custom built WeChat mini program.

This was announced recently by the British luxury brand as it looks to find ways to increase sales after the colossal impact of the Covid 19 pandemic on retail businesses worldwide.

The initial site has been introduced in Shenzhen and Burberry & Tencent will bring around a network of 100 plus FTSE fashion designers in the country of China. It would be important to note that China alone brings around 40 per cent of the total sales for the luxury giant.

Concept
The unique Burberry store is created of individually conceptualized spaces that offer a very different interactive customer experience.

Chief Executive of Burberry, Marco Gobbetti has expressed his confidence by stating that this pioneering fresh concept with Tencent will change luxury retail shopping in a big way.

The innovation will convert Burberry’s social retail store in Shenzhen into a luxury place where customers can discover, connect and get rewarded. All this would happen while they shop online as well as in the physical store and the quality of engagement with consumers will improve drastically.