Burberry have recently included a customisable scarf bar in
their Regent Street store, allowing customers to personalise
their scarf with their initials similar to the infamous
Burberry capes (as worn by Cara Delevigne and Rosie
Huntington Whitely). Shoppers can create their scarf by
choosing from a range of colours and prints, and opting for
up to three letters embroidered in a choice of two font sizes.
Burberry have raised the stakes even higher, also utilising a
personalised responsive digital marketing campaign aimed
at promoting the scarf bar. The technology recognises the
user’s location in the world and offers colour and material
options that are most appropriate according to local
weather and a number of other variables.