Burberry has unveiled its refreshed e-commerce website, marking a new era and creative vision for the brand. The website offers an inspiring and immersive experience which encourages customers to explore Burberry’s highly anticipated Winter 23 collection, as well as heritage pieces, with ease.
The site’s homepage presents a digital window into the brand’s new creative identity. Editorial in style and rich in imagery, the homepage celebrates Burberry’s house codes, including the Equestrian Knight Design, as well as seasonal check patterns for which Burberry is known. Key products, including Burberry’s signature Heritage Trench Coats, are iconised, supporting an improved and intuitive customer journey.
To help customers discover the luxury items they love, product takes centre stage on new listing and description pages. With a focus on utility and simplicity, full-screen filters are employed to bring categories to life, while new image carousels allow customers to view all product variations, including the assortment of colourways and sizes. An image gallery with zoom functionality is introduced, offering an enhanced way for customers to explore finer product details. Size and fit, fabric and care information has also been upgraded to enable our customers to make more informed choices when purchasing their luxury products.
Website navigation has been redesigned with usability and simplicity in mind, with visual elements nodding to Burberry’s refreshed brand identity. Editorial pages similarly bring the brand to life, blending user interface design and content seamlessly. The site’s ‘New’ section allows customers to unearth exciting product launches, runway presentations and campaigns, supporting richer storytelling.
Playful and experimental interactions and interactive modules are peppered across the entire website, inspiring discovery. The site also reacts intuitively to user inputs, transitioning seamlessly from page to page, as content panels relevant to the customer are revealed. The website has also been optimised for mobile, with three new layouts to help our customers shop whenever and wherever they please. The site will continue to evolve, with new functionality and experiences to be introduced in coming months.
Giorgio Belloli, Chief Digital, Customer and Innovation Officer, said: ‘Our new e-commerce website brings to life modern British luxury with an intuitive and unmistakably Burberry experience. Featuring enhanced functionality and storytelling, and a visually rich aesthetic in line with our new identity, the site encourages our customers to better connect with our brand and discover the products they love with ease. We are excited for customers to explore the world of Burberry online as we launch our Winter 2023 collection.’
