Burberry launches virtual interactive replica of its flagship Tokyo store

Burberry has created an interactive virtual replica of its flagship Tokyo store allowing shoppers to browse and buy its entire spring/summer 2021 collection.

The luxury fashion giant has launched the three-floor virtual store in collaboration with Elle Digital Japan, and shoppers can browse virtually until April 18.

Just like its real Ginza store, Burberry’s virtual flagship will feature its range of handbags on the ground floor, moving up to womenswear and its iconic outerwear on the first floor.

On the second-floor shoppers can browse a selection of menswear, including items from its latest spring/summer range.

Touchpoints throughout the virtual store will also give shoppers access to five short styling tip films created in collaboration with Elaiza Ikeda.

READ MORE: Burberry launches first “social media store” in China

In August last year, Burberry partnered with tech giant Tencent to launch a similarly digitally focused store aiming to connect shoppers’ “online life with your instore life”.

WeChat, the Chinese social media “super app” owned by Tencent, was heavily integrated into the concept store via a customer WeChat mini-programme.

The app acted as a digital companion for shoppers, allowing them to engage with instore items, learn about new products and content and even share their own content.

Every item in store was scannable, and the app allowed them to view additional “product storytelling” content including the items pictured on various models.

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