British luxury brand Burberry opened its flagship store in Cheongdam-dong, southern Seoul, on Thursday.

The building will work as the showroom of not only Burberry products but also its state-of-the-art information technology, and work as the epicenter of the company’s omni-channel marketing -- the integration of brick-and-mortar stores and the digital world.

“The building sells the largest Burberry product assortment for men and women in Korea, including the brand’s Burberry Prorsum runway collection, Burberry London, Burberry Brit, Heritage trench coats, scarves and accessories including large leather goods,” Burberry said. 


The store is equipped with nine video screens that stream fashion show clips and other promotional videos directly sent from the London headquarters. Details of all inventories are stored in the Burberry.com server and the clerks use iPads to consult with the consumers on the stocks and style. People who purchase goods at Burberry.com can pick up their items at the store, check the items and make necessary adjustments.

The store provides tailored service, assigning clerks to assist individual customers from the time they enter the store. A personalized shopping room -- where store managers prepick the items for those who make bookings in advance -- is located on the top floor.

“Through the outlet, we aim to show everything that Burberry has to offer,” the spokeswoman said.

By Bae Ji-sook(baejisook@heraldcorp.com)