Burberry’s New Rodeo Drive Flagship Blends Fashion and Tech

A limited-edition gown created for the Burberry Rodeo Drive Collection

A limited-edition gown created for the Burberry Rodeo Drive Collection

For over 160 years, Burberry has been outfitting the world in its signature trench coat. The British heritage brand, which has grown to become one of the most recognizable labels in the fashion world, might be steeped in history, house codes and tradition, but Creative Director and CEO Christopher Bailey has moved the brand forward since he started with the label in 2001. From creating interactive fashion shows — buy right from the runway! — to blending the storied tradition with high-tech touches, Bailey’s vision of a cohesive brand, which integrates both digital and traditional strategies, is evident in the brand new Rodeo Drive flagship in Beverly Hills. Burberry has been adding touches of tech into its stores for a few years, but the vision of full integration is loud and clear in the new store, where each and every sales person on the floor is armed with an iPad. See something you like? There’s an instant way to check inventory or to order something not available in the store. Want to see just how a piece looked when Cara Delevingne wore it on the catwalk? Boom, it’s available to see, too. And you’ll be shopping in the Burberry theatre experience, which includes over 10 screens streaming everything from fashion shows to ad campaigns. Those iPads also act as a mobile checkout so you won’t even have to visit a cash register and the best news for impatient shoppers? One-day delivery for items not available in store. The store will even keep track of your size and style preferences so that they can offer suggestions based on the items you’ve purchased in the past.

Burberry Beverly Hills

Burberry Beverly Hills

The four-story flagship brings together every Burberry label for men, women and children, including the high-end Prorsum Line, the contemporary diffusion line Brit as well as an area for beauty and every accessory imaginable. There’s even an exclusive collection created just for the opening of the Rodeo Drive boutique, which includes a tulle gown, sequined trench and more. Checks, leathers and more fill the rest of the space, but keep an eye out for celebs, which are sure to congregate on the VIP level and the rooftop, which offers panoramic views of the city and the Hollywood sign. Burberry is located at 301 North Rodeo Drive, in Beverly Hills. Visit us.burberry.com.

Images courtesy Burberry, L.A. Times

Tags: , , ,

Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.