Burberry Shakes Up Shopping With Physical, Digital Shenzhen Store

LONDON — Burberry is looking to break new retail ground in Shenzhen, China, today with a store that fuses physical and digital elements and asks shoppers to press their WeChat accounts into action as they game their way around the store, making virtual, and real life, discoveries.

The 5,800-square-foot store spans 10 rooms and was created in collaboration with WeChat’s owner, Tencent. Opening on Friday in the new Shenzhen Bay MixC development, it wants to offer the world’s most sophisticated digital audience experiences that can straddle both their online and physical worlds.

Thanks to a custom-made, mini WeChat program, the store offers games, personalized experiences, and the opportunity for customers to build and spend “social currency,” all in a hyper-polished, futuristic environment.

“We can’t think anymore about e-commerce and physical stores as two separate channels. There is a customer who will buy, communicate, view content, and have experiences

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Amazon is teaming up with Vogue for an online store showcasing independent luxury designers, but some say it signals a ‘bleak’ future for fashion

Lauren Sanchez, Amazon CEO Jeff Bezos, and Anna Wintour attends the Tom Ford AW20 Show at Milk Studios on February 07, 2020 in Hollywood, California.
Lauren Sanchez, Amazon CEO Jeff Bezos, and Anna Wintour attends the Tom Ford AW20 Show at Milk Studios on February 07, 2020 in Hollywood, California.

Kevin Mazur/Getty Images

Amazon, Vogue, and the Council of Fashion Designers of America, are coming together to launch a digital storefront that will allow customers to buy luxury goods from independent designers on the e-commerce giant, reports Vanessa Friedman of the New York Times.

The partnership, called “Common Threads: Vogue x Amazon Fashion,” is meant to help independent high-end designers that are being negatively impacted by the coronavirus, those behind the initiative say. Already, the storefront is selling notable designers such as 3.1 Phillip Lim, Derek Lam 10 Crosby, and Tabitha Simmons. Fashionista reports that more brands are set to join. 

“I’m thrilled to announce this partnership, and want to thank Amazon Fashion, not only for its generous support of

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