# Social Retail Stores Burberry Announced It Will Create a Socially Integrated Retail Store in China By Daniel Johnson | Published 2020-08-12 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/social-retail References: [mobilemarketer](https://www.mobilemarketer.com/news/burberry-opens-1st-social-retail-store-in-china/582956/) & [burberryplc](https://www.burberryplc.com/en/company/social-retail.html) [Burberry](https://www.trendhunter.com/trends/burberry-and-harrods) launched its first-ever social retail location in China, which will be a 5,800 square foot facility. The [social retail store](https://www.trendhunter.com/trends/group-chat-interface) was entirely designed for consumers to use social media to complement their in-store retail experience. The company created interactive content that customers can access through the WeChat platform, including tours, appointment bookings, reservations, and more. Customers will also receive a WeChat character, which will be upgraded as they have more store interactions. In order to create the new store, Burberry collaborated with [Tencent](https://www.trendhunter.com/trends/kolex). Marco Gobbetti, the Burberry CEO, released a statement about the new location, "It marks a shift in how we engage with our customers and we can't wait to share this innovative experience with the world." Image Credit: Burberry ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 92% | Activity: 95% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Social Media Integration:** The trend of integrating social media into retail stores presents opportunities for brands to enhance the in-store experience and engage with customers on a deeper level. - **Interactive Content:** The trend of creating interactive content in retail stores opens up possibilities for brands to provide engaging and personalized experiences for customers. - **Customer Character Development:** The trend of developing customer characters within retail stores allows brands to build loyalty and incentivize repeat interactions with the store. ### Who This Affects Most - **Fashion Retail:** The fashion retail industry can embrace social media integration and interactive content to revolutionize the in-store shopping experience. - **Technology:** The technology industry can capitalize on the need for innovative solutions to seamlessly integrate social media platforms into retail spaces. - **Marketing and Advertising:** The marketing and advertising industry can explore new strategies to utilize customer character development within retail environments to drive brand engagement and loyalty. ## Related on Trend Hunter - [Live Shopping Flagships](https://www.trendhunter.com/trends/outlandish.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Luxury Flagship Redesigns](https://www.trendhunter.com/trends/luxury-flagship-redesign.md) - [Globally Expanding Fashion Brands](https://www.trendhunter.com/trends/scotch-soda.md) - [Sculptural Luxury Fashion Stores](https://www.trendhunter.com/trends/new-store-in-milan.md) - [Luxury Festive Campaigns](https://www.trendhunter.com/trends/happy-together.md) - [Minimally Designed Fashion Boutiques](https://www.trendhunter.com/trends/burberry-store.md) - [Digital Travel Retail Experiences](https://www.trendhunter.com/trends/digital-travel-retail.md) - [Multi-Brand Virtual Malls](https://www.trendhunter.com/trends/virtual-mall.md)