Can 'social retail' future-proof the luxury fashion industry?

A "social retail store" has opened in Shenzhen, China, taking interactions from social media and bringing them into a traditional retail environment. Photo: Burberry

The fashion industry has been forced to embrace digital solutions in a pandemic-ridden world. Fashion weeks are now largely an online affair, with runway shows being watched on screen.

A number of luxury watchmakers have even attempted to digitised their retail presence. A valiant effort indeed, looking at the fact that Swiss watchmaking is as traditional as it comes.