Burberry's "in-store experience" was honoured at the Fashion Future Awards last night (21.05.15).
The luxury British label, helmed by Christopher Bailey, was presented with the Best omni-focused in-store experience prize at the inaugural ceremony held in partnership with Decoded Fashion at 8 Northumberland Avenue in London.
The event celebrates the evolution of fashion brands using tech-based ideas and awards the "achievements of disruptors, visionaries, and innovators pushing the boundaries of what's possible in fashion and retail."
Caroline Rush - the chief executive officer of the British Fashion Council which co-founded the awards - said: "The British Fashion Council is delighted to be a founding partner of this important initiative celebrating true innovation in UK fashion and tech.
"Decoded Fashion are the perfect hosts because of their global startup network and insights to the front line of fashion, where disruptive change is taking place."
Other winners on the night included handbag designer Anya Hindmarch, who picked up the Beyond The Runway prize for the most engaging digital marketing campaign, while online fashion store Farfetch took home the Killer Experience prize for coming up with the most innovative way of enhancing the consumer experience.
The full winners list from the Fashion Future Awards is as follows:
Killer Experience - Most innovative way of enhancing the consumer experience: Farfetch
The Master of Mobile - Most innovative use of mobile: Grabble
Bytes and Bricks - Best omni-focused in-store experience: Burberry
Beyond the Runway - Most engaging digital marketing campaign: Anya Hindmarch
New e-Store on the Block - Best new eCommerce launch: Fyodor Golan
The Game Changer - Startup set to disrupt fashion in 2015: Memoni
Digital Coalition - Best brand and startup collaboration: Metail & Henry Holland
The Big Idea - Most innovative new digital project: Knyttan
Real-Time Innovator - Best use of data and analytics for fashion and retail: Belstaff
The Visionary: John Lewis
Fashion is GREAT - The designer who has inspired the world to think and feel differently about modern Britain: Menswear - Craig Green, Womenswear - Claire Barrow