Burberry to open in 2014 the ‘Burberry World Live’ flagship store on Rodeo Drive, L.A.
Burberry has announced it is opening its latest ‘Burberry World Live’ flagship store concept on Rodeo Drive. Burberry opened the first such concept opened last year London’s Regent Street, followed by Chicago. WWD says the Rodeo Drive store will feature in-store technology that can transmit Burberry’s live events around the globe; client service applications that enable real-time access to customer profiles and product information; and smart personalization, in which engraved nameplates on custom-made coats and bags unlock videos showing the production process, allowing these customers to view and order from a collection before it hits the stores.
Other luxury fashion brands which have developed a set of such larger fagship store include Ermenegildo Zegna (Global Stores), Louis Vuitton (Maisons), mainly with the aim of maintaining a higher luxury positioning, countering excessive exposure through a large number of retail stores.