Post-pandemic, younger consumers in particular are showing signs of nostalgia for face-to-face interactions When the Greek philosopher Aristotle posited “Man is by nature a social animal”, he certainly couldn’t have foreseen the COVID-19 pandemic that would traumatize the world and keep billions locked indoors over two millennia later. But as many Chinese cities are moving from the reeling reality of the pandemic to the more sublime pleasures of parties and plazas, such an assertion holds true more than ever. As nightclubs cautiously reopen their doors and cinemas gradually reaccommodate a growing number of moviegoers, traditional retailers are hopeful that the desire for face-to-face experiences will give their offline businesses a substantial legup following months of social distancing. In July, United Kingdom luxury house Burberry opened the first-of-its-kind social retail store in Shenzhen, Guangdong province, claiming to blend physical and social worlds with a suite of digital technologies powered by Chinese internet giant Tencent. Through a dedicated mini program backed by WeChat－Tencent’s iconic messaging app－customers can unlock exclusive content on the fashion brand and personalized experiences, and then share them with their virtual communities. Users can also book outfit tryout sessions via the app. Josie Zhang, president of Burberry China, said… Read full this story
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