Burberry is stitching new touchscreen-enabled technology into its garments, which shows the customer videos recording the journey of the product in order to give them a more personalised experience.
Launching to coincide with its London Fashion Week show today, which airs at 4pm, Burberry aims to use the mircrochip technology to “put the customer at the centre of its bespoke luxury experiences”.
The Burberry Runway Made to Order service offers custom-made outerwear and bags with personalised engraved nameplates. When a garment is scanned by a touch screen device it reveals a video charting the item’s production, including original sketches, runway edits, how it was made and then personalised. The garments can also be enabled so that they trigger content on the screens in the retailer’s flagship store on Regent Street.
Made to Order products will be available from Burberry.com for two weeks after the catwalk show.
The show will be streamed live from Hyde Park, online across multiple social networking platforms and at the Regent Street store.