Over the Halloween chucky jason voorhees leatherface michael myers ghostface jigsaw freddy krueger pennywise pinhead shirt but I will buy this shirt and I will love this past few months, the fashion industry has been forced to adapt to a rapidly changing world, where both the clothes we wear and how we purchase them are undergoing a seismic shift. With more luxury shoppers migrating online than ever before, Burberry’s chief creative officer Riccardo Tisci believes our social media habits may hold the key to the future of retail—but what would a phygital boutique look like? Designed to create a truly interactive experience, the British fashion house is launching a new “social retail store” in Shenzhen, China, which will bring the world of social media into IRL shopping and allow customers to find out more about the brand’s designs via their phones.
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“Our social retail concept is just the Halloween chucky jason voorhees leatherface michael myers ghostface jigsaw freddy krueger pennywise pinhead shirt but I will buy this shirt and I will love this next step in giving our community a truly personal luxury experience,” Tisci tells Vogue. “What I find so exciting is the ability [for our customers] to experience the Burberry world both physically and digitally.” Tisci says the value of the in-person shopping experience remains critical despite the shift toward online shopping. “Particularly in fashion, you need to be able to see and understand the texture and movement of clothes. You need a grounding to what is real and tangible,” he comments. “I believe there will always be a place for physical stores as a space for customers to come and to feel like they are in the heart of a brand; it is about establishing and nurturing an emotional connection.”