Burberry, a digital revolution driven by Christopher Bailey (with interview)

Show LIVE, live-streaming directly to stores, intelligent personalization, exclusive images and announcements on social media… In addition to having forged a new creative identity at Burberry over nearly 17 years, Christopher Bailey also knew early on to quickly turn towards a highly digital activity, making the most of each event and each show to propel the brand into a new era. (interview)Different events in the stores were launched always having the aim of becoming closer to the clients and to being the first supporter of ‘see now, buy now’. (interview)But where Christopher Bailey excels, having become CEO and Chief Creative Officer in 2014, beyond developing the digital world, he also believes in human encounters, in real stores and fashion shows. Interview with Christopher Bailey: Technology is just a part of who we are, it’s our heritage now and it’s very important that we communicate in a way that is relevant today. Now we’re actually showing it to customers at the same time as we’re showing it to the media, press and buyers. If you go over to our Regents Street store, you will see the whole collection already in our store there for you to touch and see and feel so that you can really understand the fabrics. Today, it had to be a show. We invited people from all over the world to come and see a show so we wanted it to be kind of music and emotion and light and fashion. I think there’s room for everything now I think shows will evolve but I think there’s nothing that beats a human interaction. I’m a huge believe in e-commerce and shopping online but I also believe in retail and hard shops.Music royalty free: Bandit & Nikit 2017

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