News you want to use week 48.

Burberry and Tencent team up to open social retail concept store in Shenzhen. Burberry and Tencent have forged an exclusive partnership to develop social retail in China.

“Social media is becoming such an important part of the luxury customer journey, particularly in the inspiration phase, and retail needs to keep pace with this,” said Burberry CEO Marco Gobbetti announcing the move.

As the first step, Burberry will open a store powered by Tencent technology offering unique experiences that connect luxury customers’ social and online lives to their physical environments. This will serve as a laboratory to test innovation that can be expanded to the rest of the Burberry network in China.

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