Warning: be careful what you read and respond to in the press. Don't be an organisation who reacts when seeing what other retailers are doing.
An example is GartnerL2 who states Burberry's "beams in a sea of brands" with its "Wear this with" functionality.
Burberry's presents complimentary products at the bottom of the product page, no different from many others.
The primary difference being, Burberry's is trying to prompt purchasing behaviour.
Research has proven, when considering size sensitive garments such as tops, shoes (etc..), the consumer must engage with considerably more content that what's shown in the graphic below.
For this page treatment to add value, intuitive prompts are required to send consumers to other product pages: these prompts do not exist.
Also, Burberry's has not come out stating this page treatment is driving sales!
It's great to see Burberry's work hard to enrich consumer experiences at product level. However, the danger is when GartnerL2 publishes this page treatment stating its the "new best practice". The result of this is other retailers will attempt to copy it.
Retailers should continue to focus on the needs of their own customers which will be different from Burberry's.
Side note: the smartphone treatment of the above Burberry product page reverts back to a standard layout, but GartnerL2 doesn't tell you that.