Why Burberry Wants to Bring the Online Experience to Stores

Talk to a fashion executive about ecommerce, and he will inevitably cite the challenges of creating an online shopping environment on par with his flagship stores. Online shopping may be convenient, he will say, but customers will be denied the ability to try on a garment for fit, to feel the texture of a python bag, to be surrounded by the products, architecture, music and personnel that make up the store experience.


It’s no surprise, then, that many apparel retailers, particularly those that fall in the luxury category, have invested heavily in bringing elements of the in-store shopping experience to their websites. While shopping on OscardelaRenta.com, you’ll be encouraged to connect to a personal shopper through live chat to address your questions. At Saks.com, you’re invited to zoom in on photographs of products and watch videos of clothing worn by models to get a better sense of fit and movement. J.Crew recently collected its shoes and handbags under one category to replicate the in-store experience of browsing, while Valentino.com has its own store soundtrack.

Given the above, I was somewhat surprised when Christopher Bailey, chief creative officer of Burberry, said in interviews earlier this month that the company was investing not in replicating more of its store experiences online, but bringing the Burberry.com experience to its stores — specifically, the 27,000-square-foot flagship Burberry recently opened on Regent Street in London.


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