Combining the Luxury Worlds of Beauty and Fashion with Technology

Since the COVID-19 pandemic, it’s been no surprise to anyone that our consumer habits have drastically changed. Meaning that for luxury retailers, they had to innovate and keep up with the online customer service standards we all slowly got used to over the last few years.

The traditional in-store shopping experience and online experience are considerably different. Browsing online allows one to see reviews, ratings, pictures of items on different people, comparison with other brands. One can watch hauls before buying anything, and most importantly, one can do it from the comfort of my sofa. So while in store shopping where I might have to queue, use dressing rooms with the questionable lighting adds an undeniable personal experience, it is safe to say that online shopping is the preferred way to shop.

Some luxury retailers have the vision to go over and beyond, ensuring their customers have an incredible shopping experience in stores. Many are now starting to incorporate the best of both shopping experiences to create for us the best shopping conditions. Concentrating on the case of Flannels, and their innovative beauty section, as well as Burberry and their unique in store digital shopping experience; let’s see how the world of shopping has evolved!

Flannels: Beauty case

Founded in 1976 in the north of England, Flannel currently has 45 active and open locations, and was recently acquired in 2017 by Frasers Group. The last few years have marked exponential growth for the department store that has resulted in a further 17 stores opening nationwide.

In its desire of growth and progress, the label launched Flannels Beauty in 2021. This is best defined as a one of a kind futuristic luxury beauty labels, offering a consumer-first approach to beauty retail. If you like opulence and indulgence, be rest assured that flannels beauty will be your first choice. The store proudly takes luxury to whole new level.

If the store already impresses many solely with its very luxurious beauty bar and beauty changing rooms. The retail store set an ambitious plan to keep satisfying the demands of digital shoppers while bringing demand back to a physical store environment. The Liverpool flagship store offers monthly exclusive labels such as Hermes Beauty, Dior Maison, and Kylie Cosmetics. Within the store you will be met by virtual mirrors, red carpets, wind machines (yes, really), and even call buttons for cocktails!

Virtual Mirror

You can now also get your cosmetic injections done by celebrity approved cosmetic doctor Dr Esho at Flannels. What’s more normal than shopping and then getting Botox. And for the Ig filters obsessed, you’ll find a dedicated ‘social media ready’ tweakment space at Flannels flagship in Liverpool. The novelty? You can livestream your treatment to shoppers on TikTok, for all to see. The whole idea being destigmatised ‘having work done’, of course if the idea of getting your fillers watched by millions does not appeal to you, you can opt for a more private experience.

Burberry: Fashion case

While there is no need to introduce the infamous Burberry anymore, the luxury label is a pioneer in retail technology. In fact, it was in 2020 that the British brand tested social retail for the first time in China’s tech capital. The project involved a partnership with Chinese Tencent Technology and translated into the use of WeChat mini program to reward consumers for engaging with the brand.

The app allowed customers to book in-store appointment, contact customer service, and learn about new as well as share their own content. The sales associates also shared photographs of specific items or pair them with other items to show styling options. In regards to the in-store experience, customers can scan products QR codes to view all kinds of content, book a fitting room, select a playlist and adjust lighting. Customers can also receive exclusive café menu items.

You might be wondering ‘What does the mini program looks like?’ Each customer is assigned a playful animal character, much like the famous pocket monsters, that evolve as the customer engages with the brand in-stores and on social media. Just like your favourite video games new characters and outfits are unlockable and rewards available.

Technology and luxury retailing can be surprisingly interesting! The possibilities are endless, and can go beyond what has been demonstrated here. If you would like more information or have general inquiries concerning the fashion world, and how to procure certain rare and in-demand items, please do not hesitate to contact us. We are here to help 24/7!

Edited by Thomas Bracken