Burberry Stores in China Get Digital Makeover
Burberry Group PLC is outfitting its stores in China with the latest digital technology, including touchscreens for customers and iPads for staff, at the start of a world-wide campaign to shake its stiff, older image and win over younger customers. China will be the first market to launch the digital retail model, and other markets will follow suit, said Angela Ahrendts, the chief executive of the U.K. luxury fashion house.
Burberry plans to furnish its 57 current retail stores in mainland China—and the 43 stores in the pipeline—with touchscreens the size of full-length mirrors on which it can display special collections, fashion shows streamed from other countries and Bur berry-produced entertainment, Ms. Ahrendts said during an interview. On Wednesday, Burberry streamed its first-ever China-based runway event on its global websites and on its Chinese-language website, which was launched in February. The runway show featured a mix of real and digital models, displayed by hologram, that interacted with one another.
Burberry Beijing – 13 April 2011
For Burberry, winning Chinese consumers—inside and outside the country—is critical. China is set to become the world’s largest market for luxury goods by 2020, when sales are expected to exceed $100 billion, according to investment-research group CLSA Asia-Pacific Markets. To staff its stores in other countries where Chinese tourists often travel and shop, Burberry has hired about 50 Mandarin and Cantonese-speaking sales representatives, said Ms. Ahrendts.
Burberry April Showers Collection 2011
I have two Burberry trench coats, one traditional tan and one traditional black and I love them both. I have had them forever and they still fit like a glove and wear incredibly well. It is worth the money because Burberry is synonomous with fine quality!