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Burberry Unveils "Retail Theater" Concept

Burberry Unveils "Retail Theater" Concept
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Retail therapy just got a little more high tech! On September 21st, the Burberry Prorsum Spring 2011 runway show will stream live to 25 locations worldwide and be immediately ready to buy via iPad. Says Chief Creative Officer Christopher Bailey, "Customers at the exclusive in-store digital event will experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just seven weeks." Those of us who didn't score a much-coveted invite can purchase runway pieces from Burberry.com and get the same lickety-split service.

—Caitlin Donovan

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