Burberry’s ‘Retail Theatre’: Now You Can Shop the Collection on Your iPad Immediately Following the Show

Remember how earlier this week we said the fashion industry is slowly but surely beginning to embrace technology? Well, here’s more proof.

Yesterday, Burberry unveiled their ‘Retail Theatre’ concept, which completely reshapes the way consumers shop for their Spring/Summer 2011 womenswear collection.

On September 21, Burberry will be broadcasting their 2011 S/S London Fashion Week show, live from London Fashion Week, to 25 flagship stores worldwide, heigthening the in-store experience for invited guests.



“Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time,” says Christopher Bailey, Burberry’s Chief Creative Officer in a press release.

But that’s not all. After viewing the show, customers will then have the opportunity to further peruse, or even buy pieces from the collection on iPads that will be passed out in store (not for keeps), using a specially designed Burberry app. If customers choose to purchase an item, they can expect to have their orders on their doorstep in seven weeks, which believe it or not, is really fast compared to other luxury industry delivery times.

We’ve got to hand it to Burberry. After their AW10 New York 3D experience, and their successful foray into social networking, they seem to be one of the most tech-savvy labels in the game. Well done, Burberry.