Fashion brand Burberry remains one of the most innovative luxury retailers despite it’s traditional heritage. Recently, it has tapped into the trend for personalisation, boasting a customizable scarf bar.
The scarf bar has been launched in store at London’s Regent Street, and allows customers to personalise their own scarf with their initials similar to the infamous Burberry capes (as worn by Cara Delevigne and Rosie Huntington Whitely). Shoppers can create their scarf by choosing from a range of colours and prints, and opting for up to three letters embroidered in a choice of two font sizes.
Burberry have, however, raised the bar even higher in the luxury personalisation stakes, unveiling a personalised responsive digital marketing campaign aimed at promoting the scarf bar. The campaign focuses on technology that recognises user’s location in the world, recommending fabrics and colours to suit the weather conditions where they are.
Source: Marketing Week
With over 60% of luxury fashion consumers aged 16-34 stating their preference for a personalisation service prior to purchase, it appears that Burberry have well and truly hit the nail on the head. They have recognised that their customers are different with unique styles and needs, and created a way for customers to co-create their final product in a world of mass-produced everything.
So this week Burberry get a gold star from Dr Retail for being brave and experimenting with technology to reach the ultimate goal of any retailer- improving the shopper experience.